CJM Table Explained

Summary

This video provides an in-depth analysis of customer journey mapping for the Unimed brand, focusing on smartphone users of the Cool A51 model. Through interviews with 12 users, it details their experience from the awareness stage to post-purchase advocacy. Key touchpoints, emotions, pain points, and solutions are explored, offering insights into how users search for information, decide to purchase, and become brand advocates. The video emphasizes the importance of digital marketing strategies like YouTube and Instagram for brand visibility, as well as the significance of after-sales support and customer retention strategies.

Takeaways

• 😀 The customer journey map (CJM) tracks the entire process from awareness to retention, identifying customer motivations, touchpoints, and emotions at each stage.
• 😀 In the **Awareness** stage, customers are motivated by the desire for an updated phone. They search for information through platforms like Google, YouTube, and physical stores.
• 😀 A key pain point in the Awareness stage is that Cool A51 has limited visibility in YouTube advertising, suggesting a need for increased YouTube ad campaigns.
• 😀 In the **Interest/Desire** stage, customers want to know more about the phone's performance. They rely on online reviews, with a preference for YouTube and Instagram content.
• 😀 Due to COVID-19, many customers prefer online research and avoid physical store visits, highlighting the need for strong digital content like YouTube reviews.
• 😀 In the **Purchase** stage, customers are ready to buy but hesitate due to concerns about the authenticity of the product and shipping security. The solution is to promote official e-commerce stores to ensure trust.
• 😀 **Advocacy** occurs when customers, satisfied with their purchase, recommend the phone to others through word of mouth. However, the impact is limited if it remains within a small circle.
• 😀 To broaden the advocacy stage, the solution is to encourage customers to share their positive experiences on Instagram and other public platforms.
• 😀 In the **Retention** stage, customers want ongoing support and easy access to service centers. Many are unaware of the availability of Cool A51’s service network, suggesting a communication gap.
• 😀 The final solution in the Retention stage is to inform customers about the widespread Cool Care Centers and emphasize the availability of reliable customer support channels.

Q & A

What motivated users to consider purchasing a Cool A51 smartphone?

Users were motivated by the desire to have an updated smartphone with good performance. This was driven by the need to stay current with technology and enjoy the latest features.

Which touchpoints did users primarily rely on during the awareness stage of their journey?

During the awareness stage, users primarily relied on Google search, YouTube, and physical stores like Erafone to gather information about smartphone brands.

What emotions did users experience during the awareness stage?

Users experienced curiosity and uncertainty as they explored different smartphone options and brands. They were interested but lacked detailed information about the Cool A51 specifically.

What was the primary issue identified during the awareness stage for the Cool A51?

The primary issue was that Cool A51 lacked sufficient advertising on YouTube, which is a major touchpoint for users in the awareness stage. This led to limited exposure to the brand.

How can Cool A51 address the awareness stage issue?

Cool A51 can increase its presence on YouTube by launching more targeted ads and content to raise awareness and provide detailed information to potential customers.

What did users look for during the interest and desire stage of the customer journey?

Users were primarily interested in understanding the detailed performance of the Cool A51, seeking out reviews and product specs to ensure the phone met their expectations.

What was a major obstacle for users in the interest and desire stage due to the COVID-19 pandemic?

The COVID-19 pandemic led to users avoiding physical stores, as they were concerned about safety. They preferred to rely on online content, such as YouTube and Instagram reviews, to evaluate the product.

What solution was proposed to address users' concerns in the interest and desire stage?

The proposed solution was to enhance content on YouTube and Instagram, particularly in-depth reviews and user testimonials, to provide users with the confidence they need without needing to visit physical stores.

What were the primary concerns users had during the action (purchase) stage?

Users were concerned about the authenticity of the product and the security of the shipping process when purchasing online. They worried about receiving counterfeit products or facing issues with delivery.

What solution was proposed to address users' concerns during the purchase stage?

The solution was to establish an official store for Cool A51 on e-commerce platforms like Tokopedia and Lazada, ensuring product authenticity and offering guarantees for secure shipping to address user concerns.

How can Cool A51 encourage more users to advocate for the brand after purchase?

Cool A51 can encourage users to share their positive experiences more broadly by incentivizing them to post reviews and share their opinions on platforms like Instagram and through Instagram Stories, which will help expand their reach beyond just word-of-mouth recommendations.

What did users express a need for in the retention stage of their journey?

In the retention stage, users expressed a desire to maintain a connection with the brand, particularly through accessible customer service options like Cool Care Centers, which would provide support and assurance if issues arose with the product.

What was a key issue identified in the retention stage, and how can it be addressed?

The issue was that users were unaware of the widespread availability of Cool Care Centers. This could be addressed by providing clear information about the locations of these centers and making it easier for customers to find support when needed.