Describe the path for each segment

[Joywtome231]

Review customer support requests and identify key issues.
Read reviews on the Internet and communication on forums, where they often write about customer problems and their solutions.
It would be great if team members could walk through the entire customer journey at your company and at several competitors. In this case, the CJM compilation will be more focused and conscious.

2. Segment your customers
Study the collected data and identify your target audience - the circle of customers who buy most often. If the audience is quite diverse, then buyers will need to be segmented. This means identifying homogeneous groups of users with similar characteristics, for example:

desires and needs;
goals and motives for purchase;
affordable budget.
A separate CJM will need to be developed for each key segment, as the behavior ecuador phone number list and expectations of the product differ among these people.

For example, a sofa manufacturer can distinguish the following segments: corporate clients, families without children, and families with children. In the first case, the most important selection criterion will be the price-quality ratio of the sofa, in the second - the design, and in the third - the properties of the fabric and how easy it is to clean. The steps of these clients will also be very different.

Each key audience segment needs to have its own CJM developed. The international consulting company Nielsen Norman Group recommends conducting this work in a workshop format .

The team should study the materials received at the previous stages in advance. Then they should get together, analyze and summarize the information, and present it in the format of a customer journey map. Discuss together which stages of the customer journey should be highlighted. Then, for each stage, fill in the relevant sections: customer actions, expectations, questions, emotions, and barriers.