Crafting Customer Journey Map for Digital Transformation in a Reopening Company
Svetlana Zhvirblinskaia
Business Process Lead | Excellence of UX through sense & business processes transparency, actuality and flexibility
In an era of constant change and evolution, companies must adapt to remain relevant and competitive. The COVID-19 pandemic brought about an unprecedented disruption to businesses worldwide, forcing many to suspend their operations and after that the war between Russia and Ukraine broke out. Now, as some of the companies are reopening after a prolonged hiatus, they must embrace digital and business transformation to meet the changing expectations and demands of their customers, changing markets under the sanctions. Crafting Customer Journey Maps (CJM) is an essential step in this process, providing invaluable insights for organizations on the path to recovery, reopening and future growth.
What is a Customer Journey Map (CJM)?
A Customer Journey Map is a visual representation of a customer's interactions and experiences with a company. It outlines the various touchpoints a customer encounters throughout their relationship with the business, from initial desires to post-purchase support. Creating CJMs helps organizations gain a deeper understanding of their customers, identify pain points, and design solutions to enhance the overall customer experience.
Insights for Making CJM in a Digitally Transforming Company
I'd like to share some insights based on my observations regarding how retail companies reopen, including what they may have overlooked. These insights are essential, especially for new brands, to be clear, reopening brands in a Russian manner. Please note that this is my personal opinion, informed by online research and work-related experiences.
After a prolonged suspension, it's crucial to reconnect with your audience to understand how their needs and expectations have evolved during the hiatus. We need to start by gathering feedback through surveys, social media, and direct interactions. Identify the pain points your customers have encountered in your absence and recognize opportunities to align your digital transformation strategy with their evolving preferences.
Today's consumers expect a seamless experience across various digital platforms. As you reopen, consider the diverse channels that are part of your customers' daily lives – social media, websites, mobile apps, email, and more. Mapping out the customer journey across these channels will provide insights into the omnichannel experience, helping you create a cohesive and engaging customer journey.
领英推荐
Personalization is crucial for a successful digital transformation strategy, especially in today's competitive landscape. Customer Journey Maps (CJMs) play a pivotal role in identifying key moments where personalized content and interactions can have a significant impact. Utilize data analytics and automation tools to tailor experiences, offers, and recommendations to each customer's preferences. Don't forget to implement end-to-end analytics for transparently tracking the customer journey, which is essential for analyzing and making better tactical and strategic decisions.
Feedback should be a constant companion in your journey mapping efforts. Encourage customers to provide feedback at every touchpoint in the customer journey. Positive feedback can reinforce successful strategies, while negative feedback can point to areas that require immediate attention.
When creating Customer Journey Maps (CJMs), it's crucial to establish clear objectives. Begin by defining the specific goals of your digital transformation. Are you aiming to boost customer loyalty, streamline operations, or expand your market reach? These well-defined objectives will serve as the guiding force in your CJM creation, ensuring that the maps align seamlessly with your broader business strategy (what is essential to have foremost). Additionally, be meticulous in specifying the period of usage for the validated version of your CJM when collaborating with key stakeholders. Failing to do so can significantly increase the risk of overlooking important details.
A digitally transforming company needs collaboration across departments. Engage cross-functional teams in the CJM creation process, including marketing, sales, customer service, IT, and more. Each department can provide unique insights that contribute to a holistic understanding of the customer journey.
Digital transformation is an ongoing journey, and so should be the process of CJM creation. Regularly revisit and update your CJMs to incorporate new insights and feedback. Technology and consumer preferences change rapidly, and staying adaptable is key to remaining competitive.
As companies reopen after extended suspensions and embark on the path of digital transformation, Customer Journey Maps play a vital role in understanding and enhancing the customer experience. Through reconnecting with your audience, embracing a multi- and omnichannel approach, personalization, integrating customer feedback, defining clear objectives, involving cross-functional teams, and iterating, businesses can adapt to the ever-changing landscape and thrive in the digital age and within a rapidly changing environment. By putting customers at the center of their transformation journey, companies can foster lasting relationships and long-term success.