How to Make CJM

Summary

This video explains the process of creating a Customer Journey Map (CJM) using the Cool A51 smartphone as a case study. It outlines the steps involved, including determining objectives, defining target demographics and user personas, creating a research plan, collecting data through in-depth interviews, and finally mapping the customer journey. The goal is to understand why sales of the Cool A51 are underperforming and to identify areas where the marketing strategy can be improved. The video emphasizes a structured, research-driven approach to customer journey mapping for effective strategy development.

Takeaways

• 😀 The first step in creating a customer journey map (CJM) is to define the objective, including the product, brand, and key issues that need addressing.
• 😀 Defining the target demographic and user persona is crucial for understanding who the customer is and what drives their behavior.
• 😀 A well-structured research plan is essential, which includes selecting a research methodology, timeline, budget, and technical elements.
• 😀 The research plan should specify how data will be collected, for instance, using qualitative methods such as in-depth interviews.
• 😀 A clear objective is necessary for determining what you aim to learn through the customer journey map, such as evaluating the effectiveness of a current strategy.
• 😀 The target demographic for the Cool A51 smartphone includes males and females, aged 16-35, from a middle-class background with an interest in technology and photography.
• 😀 Defining personas (e.g., tech-savvy, trend-following individuals passionate about photography) helps tailor the customer journey map to specific user needs.
• 😀 Qualitative research methods, like in-depth interviews, are chosen to gather detailed insights from a small group of people who match the target demographic.
• 😀 The sample size for the interviews in the given case is 12 individuals who purchased the Cool A51 in the past 3 months.
• 😀 After gathering data through research, the customer journey map is created to evaluate customer touchpoints, pain points, and areas of improvement.
• 😀 The objective of the customer journey map is to identify stages where the current strategy is succeeding and where adjustments are necessary for better performance.

Q & A

What is the first step to take before creating a Customer Journey Map?

The first step is to determine the objectives or goals for creating the Customer Journey Map. This includes defining the product, brand, the problem the product is facing, and the specific objectives the map is intended to achieve.

Why is it important to define the target consumer's demographic and persona before creating a Customer Journey Map?

Defining the demographic and user persona is crucial because it ensures the Customer Journey Map is tailored to the right audience. Understanding the age, gender, social class, and interests of the target consumers helps in accurately reflecting their needs and behavior in the map.

What methodology is suggested in the script for conducting research for a Customer Journey Map?

The methodology suggested in the script is qualitative research, specifically in-depth interviews. This allows for a deeper understanding of consumer behavior and motivations through one-on-one conversations with individuals who are part of the target audience.

How many respondents were selected for the interviews, and why is this number significant?

A total of 12 respondents were selected for the interviews. This number is significant because it provides a manageable sample size that can deliver detailed insights while being large enough to represent the target demographic effectively.

What is the specific consumer demographic targeted for the Cool A51 smartphone?

The target demographic for the Cool A51 smartphone is both male and female individuals aged 16-35 years, with a middle-class social status. They are active, trend-following, technology enthusiasts, and photography lovers.

What is the primary issue identified with the Cool A51 smartphone sales?

The primary issue identified is that the Cool A51 smartphone, despite being released in June 2021, has not met its sales target. By October 2021, only 138,000 units had been sold, far below the target of 1 million units.

What is the objective of creating a Customer Journey Map for the Cool A51 smartphone?

The objective is to evaluate the effectiveness of the current marketing strategies for the Cool A51 and identify which stages are working well and which are not. The goal is to understand the reasons behind the low sales and optimize strategies accordingly.

What are the essential elements to include in the research plan for creating a Customer Journey Map?

The research plan should include the chosen methodology (in-depth interviews in this case), the number of respondents, a timeline, budget, and any technical elements required for conducting the research.

What specific information about the product is included when defining the objectives for a Customer Journey Map?

The product details include the product name (Cool A51), the brand (Cool), the specific problem (low sales performance), and the overall objective (to understand and improve sales through targeted customer insights).

Why is it important to select respondents who have recently purchased the product?

Selecting respondents who have recently purchased the product ensures that the feedback is relevant to the current consumer experience. It also provides insights into why recent buyers chose the product, what they liked or disliked, and how the product meets their needs.