Wiki source code of CJM. Как улучшить потребительский опыт клиентов?
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| 1 | (% class="box infomessage" %) | ||
| 2 | ((( | ||
| 3 | **CJM** (Customer Journey Map) — visualization of customer interaction with the Loyalty Program. The map reflects the real emotions and difficulties of the customer at each point of interaction. The main goal of CJM is to show weaknesses and barriers in the customer interaction with the Loyalty Program, as well as opportunities for improving processes along the way. | ||
| 4 | ))) | ||
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| 6 | (% class="lead" %) | ||
| 7 | CJM allows you to: | ||
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| 9 | * **See** specific points of customer contact with the Loyalty Program — client services — and find a reason to improve them. | ||
| 10 | * **Track** how each target audience interacts with the Loyalty Program, what products and offers they are interested in. Then you can use the information in the development of new offer mechanics: the offers will be different for people of different ages and different levels of social activity and interests. | ||
| 11 | * **Analyze** what emotions the customer experiences at each step when interacting with the Loyalty Program: when and why the customer is completely satisfied, and when he experiences difficulties and gets a negative experience. | ||
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| 13 | (% class="lead" %) | ||
| 14 | How to create a positive consumer experience and increase customer loyalty? Let's consider several basic scenarios of customer interaction with the Loyalty Program. | ||
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| 16 | (% class="box infomessage" %) | ||
| 17 | ((( | ||
| 18 | **Person 1. **A young man who values time and money, who actively uses modern technologies and the capabilities of the Loyalty Program | ||
| 19 | ))) | ||
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| 21 | (% class="table-bordered" %) | ||
| 22 | |((( | ||
| 23 | [[~[~[image:CJM_Сергей.png~]~]>>https://docs.loymax.net/xwiki/bin/download/Main/General_information/CRM/Member_lifecycle/CJM/WebHome/CJM_%D0%A1%D0%B5%D1%80%D0%B3%D0%B5%D0%B9.png]] | ||
| 24 | ))) | ||
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| 26 | (% class="box infomessage" %) | ||
| 27 | ((( | ||
| 28 | **Person 2.** A housewife who is cautious about the new, but who wants to make profitable purchases and use the preferences and discounts of the Loyalty Program | ||
| 29 | ))) | ||
| 30 | |||
| 31 | (% class="table-bordered" %) | ||
| 32 | |((( | ||
| 33 | [[~[~[image:CJM_Татьяна.png~]~]>>https://docs.loymax.net/xwiki/bin/download/Main/General_information/CRM/Member_lifecycle/CJM/WebHome/CJM_%D0%A2%D0%B0%D1%82%D1%8C%D1%8F%D0%BD%D0%B0.png]] | ||
| 34 | ))) | ||
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| 36 | Using the section **Possible difficulties** in each of the scenarios and a description of the customer emotions and feelings at each stage, a number of measures can be developed to prevent possible barriers to the customer path, as well as steps to improve the user experience. For example, in order to reduce the fear of potential customers of the complex rules of the Loyalty Program, it is worth improving the description of the rules on the site, making it as simple and accessible as possible. | ||
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| 38 | (% class="box infomessage" %) | ||
| 39 | ((( | ||
| 40 | **Note:** The described scenarios and persons are averaged and may differ depending on the specifics of a particular Loyalty Program and the market segment that the Partner represents. | ||
| 41 | ))) |