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عنوان فارسی مقاله:
چگونگی ایجاد نقشه سفر مشتری واقع بین
عنوان انگلیسی مقاله:
How to create a realistic customer journey map
سال انتشار : 2016
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بخشی از مقاله انگلیسی:
2. Understanding the CJM process
The fundamental idea behind CJM is relatively simple; it is a visual depiction of the sequence of events through which customers may interact with a service organization during an entire purchase process. CJM lists all possible organizational touchpoints customers may encounter during the service exchange process. By clearly understanding customer touchpoints, senior management can work with cross-functional team members to employ tactics that foster service innovation. The goal of these tactics is to enhance customer service provider interactions by improving the customer experience associated with each touchpoint. Touchpoints are typically depicted horizontally on customer journey maps in accordance with a process timeline. The timeline is then separated into three periods: pre-service, service, and post-service. The pre-service period refers to the customer experience before an actual service begins. In the CJM process for a mall, pre-service customer experience may include touchpoints such as seeing mall advertisements, listening to a radio advertisement, or receiving an e-mail solicitation. The service period refers to touchpoints that customers experience during an actual service: entering the mall’s parking lot, engaging with employees, visiting stores, and interacting with mall kiosks. The post-service period refers to the customer experience that takes place after the actual service. Touchpoints in this period may include a customer posting a picture of a purchased item on Facebook, returning merchandise, or receiving an incentive to return to the mall. After identifying all the customer touchpoints in the three periods, managers should develop strategic categories along the vertical axis that depict relevant strategic initiatives associated with each touchpoint. While the horizontal axis in CJM is relatively easy to comprehend, developing the vertical axis can be significantly more complex. The effectiveness of a customer journey map as an innovation tool depends on the vertical axis. Some CJM pundits dismiss the importance of the vertical axis altogether and focus on CJM solely as a graphical representation of a customer’s touchpoints with an organization. Although this visualization technique may aid managerial understanding of customer experience, it leaves management with a deficient tool that is essentially useless in helping to promote innovation within a service system. Other CJM pundits encourage managers to develop the vertical axis as an emotional journey of customer thoughts, beliefs, feelings, and emotions that cannot be observed directly (Lingqvist, Plotkin, & Stanley, 2015). This emotional emphasis transforms CJM into a very specific management tool–—namely, an empathy mapping exercise (Tschimmel, 2012). Although an empathy map represents a useful service design tool, its ability to help managers understand the complexity and interdependence inherent within service systems is extremely limiting. Finally, other CJM advocates view the vertical axis as a managerial hodgepodge–—essentially a space in which managers can plan a myriad of activities, including design opportunities, customer objectives, employee tasks, branding opportunities, and omnichannel retailing opportunities (Court, Elzinga, Mulder, & Vetvik, 2009; Dasu & Chase, 2010; Skinner, 2010). The issue here is that as a customer journey map expands vertically and becomes more complex, the confusion surrounding it may also increase. Managers should regard the vertical axis of a customer journey map as specifying the key components of the entire service system, showing how marketing, human resources, operations, and information technology can work together to meet customer expectations at every touchpoint. By doing so, the CJM process is inherently linked to the service blueprinting process, anotherservice innovation tool (Bitner, Ostrom, & Morgan, 2008).
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کلمات کلیدی:
How to Create a Realistic Customer Journey Map | ANALYTICS ... https://www.pinterest.com/pin/540291286536989977/ Enterprises are on a cloud analytics adoption journey from collaboration to enhancing business processes and strategies. Cloud is a key part of the analytics ... How to Create a Customer Journey Map – UX Mastery uxmastery.com/how-to-create-a-customer-journey-map/ Sep 16, 2014 - Here is how to create a Customer Journey Map — a visual interpretation from an individual's perspective of their relationship with an ... Customer Journey Map Archives – - UX Mastery https://uxmastery.com/tag/customer-journey-map/ Bridging Education and Mobility (BEAM) is a Beijing-based NGO using customer journey mapping (CJM) to improve and refine how teachers in rural China ... Do we create realistic customer journey maps?? | Mohit Vaish | Pulse ... https://www.linkedin.com/.../do-we-create-realistic-customer-journey-maps-mohit-vai... Mar 3, 2017 - The core idea behind creating customer journey maps is fairly simple; it is a visual depiction of the sequence of events through which ... Customer journey mapping - Center for Food and Agricultural Business agribusiness.purdue.edu/quarterly-review/customer-journey-mapping Jun 23, 2017 - Article. Rosenbaum, M. S., Mauricio Losada Otalora, and Germán Contreras Ramírez. (2017). “How to create a realistic customer journey map. All You Need To Know About Customer Journey Mapping https://www.smashingmagazine.com/2015/01/all-about-customer-journey-mapping/ Jan 15, 2015 - A customer journey map tells the story of the customer's experience: from contact, through ... This is time consuming but it is more realistic.
