Customer journey mapping: the basics (cjm tutorial part 1)

Server Reset

• If you are resetting / wiping a server world map, it is not recommended to keep a previous World ID for the new world, because users will still have waypoints and map images from their old world map.
• To reset the World ID, simply delete it from the config and a new one will be generated when the server starts up.
• Note: Changing the World ID will result in the creation of a new folder on each JourneyMap 5.x client: minecraft’/journeymap/data/mp/(server_newworldid). If the client has already received a different World ID, the user’s waypoints and map images will remain in the old folder: minecraft’/journeymap/data/mp/(server_oldworldid).

Когда карта готова: на основе рекомендаций выдвинуть гипотезы, как изменить негативную ситуацию

Рекомендации ― это основа для гипотезы. По каждому барьеру следует выдвинуть гипотезу: что необходимо изменить, чтобы клиент не застревал на определённом этапе воронки, и как эти изменения повлияют на продажи бренда.

Дальше каждая гипотеза проходит через тестирование: меняем тормозящий процесс фактор, снимаем барьер и анализируем конверсию. Только гипотезы и их тестирование дадут ответы, нужно ли запускать определённую активность в коммуникации с потребителями.

Например, рекомендация из карты на этапе первичной консультации клиента в салоне дилера (этап № 5):

«Менеджер должен иметь зрительный контакт с клиентом во время личного общения. Менеджер должен отлично ориентироваться в бренде и хорошо ориентироваться во всей автомобильной тематике. Необходимо „подключить“ клиента к продающей цепочке, с помощью которой можно информировать его о том, что желательно приобрести в дополнение к автомобилю (рейлинги, фаркоп и другое)».

Гипотеза: если подключить клиента к такой продающей цепочке, то вероятность покупки дополнительного оборудования для автомобиля будет выше, чем если только персональный менеджер будет пытаться продать клиенту эти дополнительные продукты.

Тестирование: запуск цепочки с контрольной группой (контрольной группе не рассылается коммуникация с рекомендациями приобрести дополнительное оборудование, а остальным клиентам ― рассылается).

Срок тестирования — от 4 до 6 месяцев. Срок оценивается индивидуально для каждой гипотезы. Необходимо прогнать достаточное количество клиентов через эту гипотезу, чтобы понять, работает она или нет. В среднем достаточно ориентироваться на 100–150 заключённых сделок.

Анализ: сравниваем продажи дополнительного оборудования тем клиентам, которые получали новую коммуникацию, с продажами контрольной группе (клиенты, которые не получали). Смотрим, изменились ли показатели продаж.

Выводы: делаем вывод, какой результат показала новая продающая цепочка и стоит ли внедрять её в коммуникацию на постоянной основе.

Fullscreen Map

Configure the appearance of the Fullscreen Map

About the Customer Journey Map Template

A customer journey map (CJM) is a visual representation of how your customer experiences your product or service. Customers are the lifeblood of your business, so it’s crucial that you empathize with their pain points, wants, and needs so you can design a customer experience with them in mind.

Whether you’re in sales, marketing, product, or engineering, use a CJM to capture your customer’s experience for each persona, solve problems that arise in your products and services, and fill gaps.

Why use a Customer Journey Map template?

One of the major reasons that businesses use customer journey maps is to get a more incisive understanding of how the customer experiences their product. Mapping out customer journeys helps explain why customers make the choices they do and which aspect of your product is most valuable to them. 

Relatedly, customer journey mapping can help you figure out how and when to update your product or add new features. By helping you hone in on one of the steps and features that are most important to a customer, you can better understand which updates will benefit them the most. 

To drill down further, use a customer journey map template to get a better idea of how various personas interact with your product. Armed with this understanding, you can create different pathways for different personas and provide a more personalized experience. 

Finally, by helping you understand customer needs, a user journey map template will enable you to identify the points in the journey when your customers need the most help, and then target your customer support efforts towards those parts.

When to Use a Customer Journey Map

Mapping out a customer journey can be done anytime you want to understand the customer’s perspective, solve a particular problem, or improve cross-functional alignment.

Create your own Customer Journey Map using our template

1. Set objectives. Think about what you want to accomplish. That might be a problem you’re trying to solve, a product you’re trying to launch or update, or an experience you want to learn more about. Articulate the challenges you’re facing so you can better use your CJM. Then write down your objectives.

2. Create personas. Build a complete picture of the customer whose journey you will capture in your map. Use all the demographic and psychographic data available to you to create your personas.

3. List touchpoints. Touchpoints are all the places on your website or in your brand journey where customers might interact with the company, your products, goods, or services. List the ones your customers are already using. Next, list the ones you would like them to use in an ideal world.

4. Identify elements to show on the map. Customer journey maps can be as zoomed-in or zoomed-out as you need. Working with your team, decide whether you want to plan out an idealized version or the current state of the customer journey, a day in your customer’s life and how your brand might add value, or a service blueprint.

5. Map out the resources you have and need. Once you start mapping, you’ll start to see gaps in the customer journey. As you develop the map, use Miro’s online whiteboard to draw up a list of resources you will need to fill in those gaps. Flesh out the map by adding those resources and tools. That way, you can more accurately predict how adding or subtracting touchpoints might impact your business and drive revenue.

6. Test it out. Work through the CJM and see if you can answer the questions you posed at the beginning of the process. Then, you can better visualize how to meet your team’s objectives.

The benefits of customer journey mapping

Many great tools can help you understand the customer journey. Why should you care about this one? Here are a few reasons why CJMs should be an essential part of your business toolkit.

Build better experiences

Customer journey mapping gives you a big-picture experience of your customer’s interaction with your brand. Think of a CJM as a map of a physical location like a city or a town. Once you have a map spread out in front of you, it’s easier to understand where you might run into roadblocks. It helps you plan ahead, and make adjustments to help customers overcome those obstacles.

Once you can visualize all phases of your customer’s journey, you can see where you’re not meeting their expectations. Armed with that knowledge, you can build a customer experience that’s seamless and satisfying. That translates into improved products and processes, more sales, faster sales cycles, and greater customer retention.

Enable customer success

For your business to succeed, your customer must also succeed. Customer journey mapping helps you see what is and isn’t working for your customer so you can set them up for success. Even a stylized picture of your customer’s journey can empower you to create, monitor, adjust, and enhance touch points.

Work better as a team

Even if your objectives are different, everyone in your organization is working toward the same goal: satisfying your customers. But it’s easy to lose focus. Engineering teams are busy coding, marketing teams are writing ad copy, sales teams are trying to sell to their prospects.… How do you all stay aligned?

Customer journey mapping is powerful because it keeps everyone focused on the customer. By creating a CJM, you can gain deep insight into what your customers want and need. For the marketing team, that means building better campaigns. For the sales team, that means deeper engagement with customers and prospects. For engineering, that means a holistic understanding of what programs are meant to achieve. Customer journey mapping makes it easy to equip every team member with a sophisticated understanding of your customers.

Set yourself apart from the competition

A recent report shows that 90% of the organizations that use customer journey mapping saw a decrease in churn and customer complaints. Customers and prospects respond positively when they feel like a brand understands their desires and pain points. The data is clear: customer journey mapping can set you apart from your competition.

Config File Options

The config file is located here: (server folder)/configs/JourneyMapServer/(world).cfg . The following options in the config file can be modified to suit your needs. Changes require a server restart.

UseWorldID

• Valid options: true, false. Default value: true
• Important note: If your server doesn’t use multiple world folders, you do not need this feature! Set to false.
• When set to false:<br
  • The server will not send the worldid to the client.
  • All /jmserver worldid subcommands will be disabled.

WorldID

• Valid options: any valid string, no spaces!
• This is the ID that is sent to JourneyMap for unique map instances.
• This value is ignored if UseWorldID is set to false

PlayerCaveMapping

• Valid options: true, false. Default value: true
• When set to false, users with the JourneyMap client will not have access to cave mapping features, including Nether and End maps.

OpsCaveMapping

• Valid options: true, false. Default value: true
• When set to true, Op users with the JourneyMap client will be allowed to use cave mapping features even if PlayerCaveMapping is disabled

WhitelistCaveMapping

• A comma-separated list of usernames that will be allowed to use cave mapping features in the JourneyMap client even if PlayerCaveMapping is disabled
• For example: WhitelistCaveMapping=techbrew,mysticdrew

PlayerRadar

• Valid options: true, false. Default value: true
• When set to false, users with the JourneyMap client will not have access to radar features.

OpsRadar

• Valid options: true, false. Default value: true
• When set to true, Op users with the JourneyMap client will be allowed to use radar features even if PlayerRadar is disabled for normal users.

SaveInWorldFolder

• Valid for Forge only. Bukkit servers must keep this value false!
• Valid options: true, false. Default value: false
• When set to true, the world ID will be saved to a separate file and placed in the world folder, rather than in the config file.
• MCEdu servers must set this to true! This ensures the world id stays with the world data when it is moved by the launcher.

WhitelistRadar

• A comma-separated list of usernames that will be allowed to use radar features in the JourneyMap client even if PlayerRadar is disabled
• For example: WhitelistRadar=techbrew,mysticdrew

О чём нужно знать, перед тем как работать с Customer Journey Map: подводные камни

У любого инструмента маркетинга есть свои особенности, и Customer Journey Map ― не исключение, так что лучше иметь в виду недостатки такого подхода.

За CJM нужно следить постоянно. Это не одноразовое действие ― нельзя нарисовать карту и всю жизнь работать по ней. Меняются целевые группы, появляются новые барьеры, какие-то каналы коммуникации исчезают, а какие-то добавляются.

Карта пути потребителя ― это ориентир, основа, но она должна трансформироваться вместе с брендом и окружающим миром. С другой стороны, компания и продукт также должны подстраиваться под путь клиента. Зная пользовательские сценарии, бизнес должен быть готов меняться, чтобы ничего не мешало пользователю проживать эти сценарии.

В то же время только CJM может обрисовать явную картину: как клиент взаимодействует с компанией, какие у него чувства, что влияет на его решение, а главное ― что нужно делать компании, чтобы клиент «не сбивался» с правильного пути потребителя.

Это не всё, что мы хотим рассказать вам о подходе Customer Journey Map. В следующей статье мы сравним две карты для разных целевых аудиторий одного бренда

Покажем, как бренд взаимодействует с каждой группой, какие различия присутствуют в коммуникации, и ещё раз убедимся, насколько важно по-разному общаться с разными типами клиентов.

Day 2: prep and run your customer journey mapping workshop

On workshop day, you will spend ½ of the time prepping and the other ½ running the actual session.

Step 1: prepare the materials you will need

To run a smooth workshop, make sure you have done all of the below:

• Bring your stationery: for an interactive workshop, you will need basic materials such as pens, Post-its of different colors, masking tape, and large sheets of paper to hang on the wall. Make sure you have enough supplies for your team of 4-6 people

• Collect and print out the data: you will be using the data you collected during your Day 1 preparation. It’s good to have digital copies on a laptop or tablet for everybody to access, but print-outs can be a more useful alternative as people can take notes and scribble on them

• Print out an empathy map canvas for each participant: you will start the workshop with an empathy mapping exercise (more on this below). For this, you’ll hand each participant an empty empathy map canvas that you can recreate from the template below:

Set up the customer journey map template on the wall: use a large sheet of paper to create a grid that you will stick to the wall and fill in as part of the workshop. On the horizontal axis, write the steps you identified during your Day 1 prep work; on the vertical axis, list the themes you want to analyze for each step. For example:

• the ACTIONS your customers take

• the QUESTIONS they might have

• the HAPPY moments they experience

• the PAIN POINTS they experience

• the TECH LIMITS they might encounter

• the OPPORTUNITIES that arise

Step 2: run the workshop

This is the most interactive (and fun) part of the process. Follow the framework below to go from zero to a completed draft of a map in just under 2 hours (editor’s note: we will soon publish an additional chapter that breaks down the workshop steps in more detail).

Introduction

• Introduce yourself and your participants to one another

• Using the one-two sentence description you defined on Day 1, explain the goal and scope of the workshop and the activities it will involve

• Offer a quick recap of the customer persona you will be referring to throughout the session

Empathy mapping exercise

• Using the persona and data available, each team member maps observations onto sticky notes and pastes them on the relevant section of the empathy mapping canvas

• All participants take turns presenting their empathy map

• Facilitate group discussions where interesting points of agreement or disagreement appear

Customer journey mapping

Using post-its, each participant fills in parts of the grid with available information. Start by filling the first row together, so everybody understands the process, then do each row individually (15-20min). At the end of the process, you should have something like this:

Looking at the completed map, encourage the team to discuss and align on core observations (and take notes: they will come in handy on your final ½ day). At this point, pain points and opportunities should become very evident for everybody involved. Having a cross-functional team means people will naturally start discussing what can, or cannot, immediately be done to address them (35-40 mins).

Wrap up

Congratulations! Your first customer journey map is done. Finish the session by thanking your participants, and letting them know what the next steps are—for this, there’s a bit of extra work to do.

Final ½ day: wrap up and share

Once you’ve gone through the entire customer journey mapping workshop, the number one thing you want to avoid is for all this effort to go to waste. Instead of leaving the map hanging on the wall (or, worse: taking it down, folding it, and forgetting about it), the final step is to wrap the process up and communicate the results to the larger team.

• Digitize the map so it can be easily updated and shared. A tip: it may be tempting to use dedicated software or invest time into a beautiful design, but for the first few iterations it’s enough to simply add the map to your team’s existing workflows (for example, our team digitized our version and added it straight into Jira, where most of us can look at it as part of our normal routines).

• Offer a quick write-up or a 5min video introduction of the activity (re-use the description you had come up with during your Day 1 work), including who was involved and the top 3 noteworthy outcomes.

• Clearly state what the follow-up actions will be. If you have found obvious issues that need fixing, that’s a likely next step; if you have identified opportunities for change and improvement, you may want to validate these findings via customer interviews and usability testing.

Что такое Learning Journey Map

Learning Journey Map (LJM, «карта пути обучения»), Learner Experience Map (LEM, «карта опыта учащегося»), или Student Journey Map (SJM, «карта пути студента»), — это персонализированная схема, которая отражает образовательный маршрут с точки зрения ученика, учитывает его исходный уровень, эмоции и потребности, возможные препятствия и желаемый результат.

Технология LJM основана на создании карт клиентского опыта (Customer Journey Map, CJM), которые демонстрируют путь пользователя на всех этапах взаимодействия с продуктом — от возникновения потребности до повторного обращения. Такой инструмент используют маркетологи и продуктологи.

Главные преимущества LJM заключаются в целостном подходе и наглядной визуализации. Так, карта может показывать:

• действия, которые должен предпринимать ученик;
• знания, навыки, ресурсы, необходимые учащемуся на различных этапах;
• индивидуальные предпочтения (как человек будет учиться — в классе, на работе, в дороге или дома);
• карьерный путь, к которому стремится учащийся;
• дополнительное обучение для дальнейшего развития и продвижения по карьерной лестнице.

What’s the difference between a customer journey map and a user story map?

Although customer journey maps and user story maps resemble each other, their functions are slightly different.

User stories are used to plan out features or functionalities, typically in an Agile model. In a user story, you describe a feature or functionality from user perspectives. That way, you can understand what the user wants to do and how that feature can help them accomplish it.

Typically, a user story takes this form: “As a , I want to , so that .” For example, “As a UX designer, I want to sketch on an online whiteboard, so I don’t have to be in the same location as my collaborators.”

You can then visualize that user story with a user story map. For example, if you wanted to visualize the user story above, you would start by detailing the various steps the user will take when using that functionality. In this case:

• Sign up

• Sketch on the whiteboard

• Share with teammates

• See teammates sketch in real time

Then, you would document the features required to take each step. Once you’ve done that, you would write these features on sticky notes and rearrange them based on their corresponding functionalities.

In short, user story maps allow you to plan and implement changes to the customer journey. Customer journey maps allow you to discover and understand what those changes might look like.

Learn more about the User Story Map Template.

Step VI: Problems & Ideas

Time to explore problems Eva might have when using our service. It could be a lack of info about our pizza house. Few reviews, ads do not show how our pizza is different from others.

Upon arriving, Eva may struggle with locating the place due to bad signboards or just due to a hard-to-find location.

When making her order, Eva may look for detailed info on how many calories are in our pizza. Descriptions may be not as detailed as she’d want them to be.

While waiting for the pizza, Eva may want to check out the place. Finding a restroom can turn into a nightmare if you don’t have clear signs showing what’s where in the restaurant.

Once you’re done with problems, it’s time to find solutions to these problems. Brainstorm for some ideas on how this or that problem can be solved.

Example 2: Alex Gilev’s Practical Customer Map

Alex Gilev is a UX designer who studied strategy in Harvard Business School, IDEO, and Strategyzer and has a background in behavioral psychology. By day, he helps Fortune 500 companies level up their competitive advantage through great UX. His take on a customer journey map starts with the premise that you want to create a product that is irreplaceable for your customers.

How it works

The map helps you create that irreplaceable product by treating it as four different products: Discovery (why would people want to start this journey?), Onboarding (how do you educate customers?), Scaffolding (the regular journey of repeated actions toward a goal), and Endgame (how do you retain your customers?). You then map out the path customers would have to take to experience everything your product has to offer.

Why we love it

This is a great map because it provides a practical view of your customer’s journey. Instead of mapping out an idealized version of their journey, you get to see exactly what path customers take. That allows you to understand whether the path is too long, cumbersome, or complicated.

Распространенные ошибки

Разработка Customer Journey Map требует значительных затрат сил и времени — для достижения поставленных целей требуется детальный анализ каждого этапа.

Одной из причин неэффективности карты является допущение ошибок при ее создании, к распространенным можно отнести:

1. Утверждение неверного персонажа. Не рекомендуется создавать общую карту для всей целевой аудитории. Нужно выбрать ключевые сегменты потребителей, сформировав путь клиента для каждого.
2. Отсутствие объективной информации. Безусловно, команде стартапа полезно ставить себя на место клиента для определения сценария пути к продукту. Но для полной оценки всех показателей личных догадок недостаточно — необходимы обратная связь от целевой аудитории, опросы, анкетирование, анализ данных веб-сервисов, конкурентов и другие методы исследования и сбора информации.
3. Неполное отображение пути. Начинать строить карту рекомендуется уже с возникновения потребности в продукте у клиента, с формирования осведомленности. Упущение этих этапов лишает компанию возможности оптимизировать маркетинговую стратегию, в том числе сократить рекламный бюджет.
4. Пропуск точек взаимодействия. Не стоит упускать из виду пересечения, которые кажутся незначительными и приносят стартапу минимум конверсий. Все точки соприкосновения одинаково важны и требуют выявления барьеров.
5. Ориентация на бизнес-процессы, а не на клиента. CJM отражает цели и потребности покупателя, а не стартапа. Задача карты — подстроить бизнес под потребности и ожидания клиента, а не перевоспитать его под собственные цели.

Ошибки при составлении CJM не исключены даже у опытных маркетологов, поэтому целесообразно регулярно редактировать карту, проверять ее актуальность и при необходимости дополнять.