Customer Journey Map
CJM (Customer Journey Map) is a map of the customer’s journey from the first touch to the purchase: stages, emotions, touch points and places where it falls off.
Customer Journey Map (CJM) is a map of the customer’s journey from the first touch to purchase and further, into repeat sales. The map shows the stages, actions of the client, his emotions, points of contact with the brand and places where it falls off.
CJM differs from a funnel in that it shows not only “how much fell off”, but also “why”. The funnel says: 60% is lost between lead submission and payment. CJM says: it’s lost because the manager responds within a day, but the client needs it now. The first is diagnosis, the second is treatment.
I build CJM not from my head, but from custdev and CRM data. 10–15 interviews with real clients show that the path is almost always more complicated than the marketer imagines: more touches, more doubts, more “off to think.” A map collected from fantasies does more harm than good.
Frequently asked questions about Customer Journey Map
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