Collecting reviews and mentions about your company

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The interaction with the company does not end with the purchase of the product. Many consumers like to share opinions and reviews on various online resources. To track such information, it is necessary to constantly monitor forums and social networks, but for new projects that need promotion, this is a necessary form of work.

Conducting employee surveys

Interviews with employees who directly interact with people are an effective way to obtain valuable information. They are the ones who know the mood, goals, preferences and motives of consumers better than anyone else in the company. However, those employees of the company who remain behind the scenes (the so-called backstage) also influence the customer's path, so their work also needs to be analyzed.

Making test purchases

It can be useful for a consultant creating a CJM to play the role of a client to gain their own experience of interacting with the company. In doing so, it is necessary to carefully monitor their emotions, not to ignore any nuances and details. In reality, this is not so simple, so the information requires additional analysis.

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4 Common Mistakes When Building a Customer Journey Map
Journey maps are deservedly considered one of the most effective marketing tools that allow you to shorten the consumer's path to the product and eliminate all barriers. But creating one will not be useful if:

There is no clear goal . Not enough specifics, vague wording, too many stages will not help improve the sales strategy.

Unreliable, generalized or incomplete information is used . Assumptions and personal guesses will not create an effective working tool. Collecting accurate information is the basis of this work.

The persona is incorrectly defined . The target audience consists of a wide variety of people, it is impossible to combine all the characteristics (goals, emotions, motivation) in one type of client.

There is a lack of interest of some employees in qualitative research . The purpose of developing a CJM map is to eliminate barriers on the customer's path, which means that violations in the work of the staff can be revealed. Or the situation is even simpler: there are ordinary lazy people among the employees.

Obviously, the best results can be achieved by third-party, disinterested specialists who do not have direct contact with users.