Data for building a Customer Journey Map

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Customer Journey Map is an effective tool for understanding the target audience, but its creation cannot be guided only by personal opinion. Developing a map requires a comprehensive study of customer processes and behavior.

In particular, the following data will be required:

Information about users. This includes information such as gender, age, geolocation, income level, interests, etc. Data can be obtained from web analytics systems and CRM systems.
Information about the needs, expectations, objections poland email list and problems of customers. It is advisable to obtain such information from those who directly contact consumers. You can interview sales managers, call center operators, technical support specialists. A considerable amount of useful information can also be obtained through consumer surveys, feedback monitoring, and service quality assessment.
Traffic sources, site behavior, conversions. Data on these stages can also be found in web analytics reports.
This is just the minimum amount of information that may be required to start mapping the user journey. Depending on the number and type of all touchpoints, the data may be much larger. For example, if the overall strategy involves offline channels (offline stores, outdoor advertising, etc.), it may be necessary to conduct “field” research and collect statistics. When using social networks, you can use internal analytics tools. The more detailed the information collected, the better the CJM can be.

Audience segmentation when forming CJM
A common mistake when building a customer journey map is to develop a single map for the entire audience. This approach uses an average user portrait, so it is difficult to correctly interpret the CJM results. Barriers will not be obvious or will go unnoticed. As a result, any hypothesis will be incorrect.