How do you leverage CJM to create value propositions and unique selling points?

In my experience, you must leverage CJM by 1. Identify Pain Points Pinpoint specific customer pain points at each journey stage to tailor your value propositions. 2. Highlight Emotional Benefits Emphasize emotional benefits that resonate with customers, like peace of mind or confidence. 3. Differentiate Through Personalization Personalize messaging based on journey insights to make your propositions more relevant. 4. Test and Validate Propositions Use A/B testing to refine value propositions based on customer feedback and engagement.

To understand your customer, you may want to consider a different lens. We can't always rely on CRM data. Why? because CRM data while robust, only provides data on who engaged with the business. You'll want to get a better understand of those who came to your business and chose not to engage. Learning why prospects are bouncing online or why they are walking away from brick-and-mortar locations. There are some great solutions in the marketplace. Some may even want to consider mystery shopping as a viable option.

To understand your customer segments, start by conducting surveys and analyzing customer data to identify patterns and preferences. Engage directly with customers through interviews or focus groups for deeper insights. Use social media listening to track real-time sentiments and segment customers based on demographics, psychographics, and behaviors. Leverage tools like CRM systems and website analytics to monitor interactions and purchase history. Create detailed customer personas to represent each segment, guiding your marketing and product strategies. A/B testing can further refine your approach, ensuring your efforts resonate with each segment effectively.

Companies usually overlook the importance of CJM workshops, but they are incredibly important because they provide a holistic understanding of the customer experience by aligning different departments on a unified customer journey. These workshops help identify & prioritize pain points, ensuring that the most impactful issues are addressed first. They foster empathy by putting teams in the customer's shoes, driving more customer-centric decisions. Additionally, CJM workshops spark innovation and continuous improvement by encouraging collaborative brainstorming and data-driven insights.

When you're mapping your customer journeys, start by clearly defining the personas you're focusing on. This ensures that each journey is tailored to the specific needs and behaviors of your target audience. Based on my experience, involving cross-functional teams—like marketing, sales, and customer support—can provide a more comprehensive view of the customer experience. This collaboration helps to identify all the key touchpoints and interactions that may not be immediately obvious. One thing I've found helpful is to regularly validate these journey maps with actual customers. Their feedback can reveal gaps or unexpected pain points in the journey, allowing you to refine the process for better alignment with customer expectations.

Once you have a solid understanding of your customer segments and personas and have completed your Customer Journey Mapping (CJM), you can craft compelling value propositions. By analyzing the insights gained from CJM, you can identify where your product or service delivers the most value or addresses significant pain points. This enables you to create value propositions that resonate deeply with each customer segment, highlighting the unique benefits and solutions your offerings provide, making your marketing efforts more effective and your brand more competitive.

To craft compelling unique selling points (USPs), start by deeply understanding what sets your brand apart. It’s about highlighting how your offerings solve customer problems in a way no one else can. Begin by clearly defining your value propositions—what you offer that directly addresses customer pain points and exceeds expectations. Next, compare your value propositions with those of your competitors. It’s crucial to be better in a way that genuinely matters to your customers, whether that’s through faster service, personalized experiences, or innovative solutions. Don’t stop at identifying USPs—test them with your customers. Your assumptions about what makes you unique might not align with what your customers truly value.