The customer journey map visualises the consumer journey, from finding a product to buying it. There are 6 types and types of customer journey maps: Linear, Non-Linear, Current State, and Future State. Check out the full explanation in this article.
4 Types and Types of Customer Journey Maps and Their Templates
1. Linear Customer Journey Map
The first type of customer journey map is linear. The consumer’s journey is considered a straight and well-structured path in this type. We are starting from the initial stage, namely finding the product, to the last stage, namely buying the product.
To make a linear customer journey map, you need to identify the stages that consumers go through. Then, make a diagram that contains all of these stages.
Important points that must exist in this type of linear customer journey map, namely: awareness, consideration, purchase, and post-purchase
2. Non-Linear Customer Journey Map
The non-linear customer journey map contains irregular customer journeys. This means customers can start and end their journey at various points.
This type of customer journey map is suitable for businesses with complex business processes, and customers have many choices.
In the non-linear customer journey map template, you can observe several points: awareness, research, evaluation, decision, purchase, and post-purchase. ).
3. Current State Customer Journey Map
The current state customer journey map is a customer journey map that describes the current state of the customer, where companies that use this type of CJM can predict the actions, thoughts, and feelings of customers when interacting directly with the products that the company offers.
Points usually listed in the Current State Customer Journey Map include touchpoints, emotions, pain points, and opportunities.
4. Future State Customer Journey Map
The future state customer journey map describes the ideal customer journey. It shows the company’s belief in customers’ thoughts, actions and feelings in the future, including how the customer will respond when interacting with the products offered.
Stages in the Customer Journey Map
A customer journey map or customer journey map is a graph or chart that shows the entire journey a customer goes through, from getting to know a product for the first time to make a purchase, even customer reactions after a purchase.
Some of the stages that customers go through in CJM, namely:
- Awareness: the stage when the customer gets to know the company’s product or service.
- Consideration: the customer considers whether to buy/use the product or not.
- Purchasing: eventually, the customer purchases a product or business service that the company offers.
- Usage: at this stage, the customer uses the business product or service he has purchased.
- Maintenance: the stage where the customer maintains the use of the product or service he has purchased.
- Upgrade: the stage when the customer decides to increase the use of the product/service that has been purchased or make repeat purchases.
Tips for Making an Effective Customer Journey Map
1. Identify the Stages of the Customer Journey
The first thing that needs to be done to make a customer journey map is to identify the stages that customers go through, from the first time they get to know your product until they finally use the product.
2. Touchpoint identification
At this stage, you also need to identify all the touchpoints between the customer and the company’s product or service.
3. Collect Data
Collect as much customer data as possible through FGDs (Group Discussion Forums), surveys, discussions, and polls. Find out as much as possible about the customer’s interaction with the company’s business products or services.
4. Data Analysis
The data that you have successfully collected must first be analyzed and identified based on the specific problems that are being faced by customers while using business products or services. In other words, you must first group the data at this stage.
5. Create a Customer Journey Map / CJM
Create a customer journey map based on your identified stages and touchpoints.
Example of a Customer Journey Map Template
One way is by making a customer journey map. Want to know more about this CJM? Please read the following article: What is a Customer Journey Map and How to Make it?
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