In this Sunday Rewind episode, we look back to when Gleb Smolich, IT specialist, broke down customer journey mapping (CJM). He explained why it’s an important marketing tool for products.
Gleb explained how because customer journey maps can be hard to create and their results cannot always be tracked, it can be tempting to use other ways to increase conversion rates on a company website or online shop.
Only when CJM is done right, can you get closer to your clients and understand their needs and wishes. In his piece, he goes through several examples of inspiring CJM stories performed by organizations in the past:
The customer experience map created by Starbucks shows the possible steps of the customer who came to Starbucks to drink some coffee and work and the emotions he or she can feel in each place. It’s not a map which is likely to work for e-commerce but I think it’s very interesting and inspirational.
Additionally, customer journey maps can be useful not only for online stores but also for offline ones. If you have a coffee shop or a small convenience store, you can make your own CJM just like Ikea did.