electure 4 Flashcards
CDJ MAP (20 cards)
what is cdj map
visual story
consumers go thru
before during after
interaction
p/s
why create cdj map
mapping
potential pains and gains
guide further
product decisions
pre-launch
- convey your idea designers and developers
- design and visualise UX
- determine the CJ touchpoints to measure, to optimise for strengthened business metrics
post-launch
- improve business metrics with CJ optimisation
- see how consumers actually use products
- id gaps and difficulties customers face
behavioural types influencing consumer decision journeys
brand laziness
processing effort: low
involvement: low
brand loyalty
processing effort: low
involvement: high
variety-seeking
processing effort: high
involvement: low
problem solving
processing effort: high
involvement: high
what is a customer touchpoint
points of interaction between brand and customer
steps to create a CDJ map
- design persona
- identify journey stages
- define journey map sections
- set customer goals at each stage
- identify key touchpoints
- map processes and channels
- identify problems and solutions
- track emotions with an emotional graph(optional)
- design persona
based on actual market research to collect info on target audience
prior to this
know what uw to improve
gather cust data
- identify journey stages
All Cool Dogs Eat Pizza
AWARENESS
CONSIDERATION
DECISION
EXPERIENCE
PPE
- define journey map stages
add sections
provide insights
journey
customer goals, touchpoints, challenges, emotions
- set customer goals at each stage
determine
customer
aims achieve
each step
- identify key touchpoints
list
interactions btwn
c and b
pre p
p
post p
- map processes and channels
identify
communication channels
customers use
(website, phone calls, social media)
- identify problems and solutions
spot
potential pain points
in cx
propose solns
address them
- (optional) track emotions with an emotional graph
add a ‘think and feel’ section
capture customers emotions thoughts
zero moment of truth
first moment of truth
second moment of truth
ultimate moment of truth
what is moment of truth
factors to consider in OFFLINE customer decision journey mapping
awareness: offline ads, store layout and design
consideration: store layout and design
decision: prod placement and vm
experience: ambient factors
ppe: offline channels (cust hotline)
store layout and design
- grid layout (SM)
- free flow layout (high end boutiques)
- decompression zone
product placement and vm
- eye level placement
- end cap displays
- cross merchandising
factors to consider in ONLINE customer decision journey mapping
