Customer journey - Template
Use this CJM template for customer journey mapping with ConceptDraw DIAGRAM software.
"Digital customer journey.
Since the rise of the World Wide Web and smartphone applications, there are many more touch points from new content serving platforms (Facebook, Twitter, YouTube etc.), individual online presences (such as websites, forums, blogs, etc.) and dedicated smartphone applications.
As a result, this process has become a type of "journey":
1. The number of brands does not decrease during the process of evaluating and purchasing a product.
2. Brands not taken into account in the "awareness" stage may be added during the evaluation or even purchase stage.
3. Following the post-purchase stage, there is a return to the first step in the process, thus feeding the brand awareness.
In relation to customers and the channels which are associated with sales, these are multichannel in nature. Due to the growth and importance of social media and digital advancement, these aspects need to be understood by businesses to be successful in this era of customer journeys. With tools such as Facebook and Twitter having such prominence, there is a constant stream of data that needs to be analysed to understand this journey. Business flexibility and responsiveness is vital in the ever-changing digital customer environment, as customers are constantly connected to businesses and their products. Customers are now instant product experts due to various digital outlets and form their own opinions on how and where to consume products and services. Businesses use customer values and create a plan to gain a competitive advantage. Businesses use the knowledge of customers to guide the customer journey to their products and services.
Due to the shift in customer experience, in 2014 Wolny & Charoensuksai highlight three behaviours that show how decisions can be made in this digital journey. The Zero Moment of truth is the first interaction a customer has in connection with a service or product. This moment affects the consumer's choice to explore a product further or not at all. These moments can occur on any digital device. Showrooming highlights how a consumer will view a product in a physical store but then decide to exit the store empty handed and buy online instead. This consumer decision may be due to the ability to compare multiple prices online. On the opposing end of the spectrum is webrooming. Consumers will research about a product online in regards to quality and price but then decide to purchase in store. These three channels need to be understood by businesses because customers expect businesses to be readily available to cater to their specific customer needs and purchasing behaviours." [Customer experience. Wikipedia]
The CJM template "Customer journey" is included in Customer Journey Mapping solution from Marketing area of ConceptDraw Solution Park.