Customer journey map – case study

In order to properly guide the customer’s buying journey, you must first get to know them. Become aware of the circumstances in which he will come into contact with the brand and what may prove to be the driving force behind the purchase. Simply put, you need a persona to create a customer journey map.

Persona, i.e. an ideal customer is a consumer that we want to reach with our product or service. Selecting a persona correctly ultimately means increasing brand benefits: both tangible (sales) and intangible (loyalty). We will discuss the selection of a persona for customer journey maps using the example of a fictitious “Buy and Have” program set up for a fictitious shopping mall.

Customer journey map – “You buy and you got” case study

The concept of this program assumed that after each purchase in the gallery, the customer scans the receipt and then checks in the application what return he receives on his account. From the accumulated feedback, the customer could then select prizes from the gallery. Assumptions are very simple – but simplicity is the greatest of all arts. And here it turned out to be an art:

  • link the customer to the brand and arouse their desire to buy (each subsequent purchase is a chance for a better reward),
  • know their preferences thanks to the data of the application.

So we had to start by asking a basic question.

Who is the customer?

In “You buy and you have”, Ania was one of our personalities.

Ania is 30 years old, lives in Warsaw and works for a company. He has a small dog, is in a stable relationship and has no children. Analyze Ania’s daily programwe can predict all points of contact with the brandwhom he encounters during the day. Based on this, we can also predict how his business journey will continue. In this way, we create a customer journey map for Ania.

Step by step

In the morning, Ania goes to work. At the subway, he sees billboard a nearby mall, and from there he discovers the “Buy and Have” program.
*ATL
While waiting for the metro, Ania browses news sites and social networks. Note a video* of a mall with the logos of your favorite clothing brands.
* Video display advertising, e.g. mobile half-page, geo-targeting

This step is: sensitization.
Customer journey map - case study

After work, Ania, knowing that her favorite brands are in the gallery, goes for a walk. She could use some new shoes for the upcoming season and maybe a new blouse. At the entrance to the gallery, Ania can see multimedia screen* with information on the “You buy it and you have it” program.
*BTL
In addition, Ania receives prospectus* from the hostess.
*BTL
Ania orders a coffee at her favorite cafe and enters the phrase “You buy it and you get it” into your phone’s search engine. Then he enters the first link *. She shows herself landing page program and app.
* SEO/SEM

Ania is on stage considerations installing the app.

Customer journey map - case study

Eventually, Ania remembers that she has an appointment for the evening, so she goes to her favorite store and quickly picks out some shoes and a blouse. At the same time, he notices a selection of dog fashion accessories, so he adds a matching product to the cart. He retrieves the receipt and leaves the gallery.
In the evening, before going to bed, Ania again grabs the phone and browses her favorite websites. Go to announces “install application”*, so he clicks on the link. Checks application notes, reviews** and learn from them that people often win. You just need to scan the receipt directly in the app.
* Display, remarketing – MA
** ASO / WoMM
Ania downloads the app, saves and scans the receipt for today’s purchases.

This way, Ania went through the next stage of the customer journey and ticked off another point on the map. He is: registration.

Customer journey map - case study

The next day, Ania receives it push-notification on yours Phoneand also on E-mail provided during registration. She learns that she already deserves a discount on pet accessories. She was very happy, so she clicked on the app, but it turned out that the code wouldn’t open.
* Marketing Automation
Ania contacts support via Messenger from the gallery*. Application data and scanned receipt make it support response is right away personalizedand the case is quickly resolved.
* Social media management / Chatbot

Ania earns positive experiences at the next point of contact with the brand she is Customer service.

Customer journey map - case study

In her spare time at work, Ania browses the store’s offerings and begins to plan a weekend visit to the gallery with her partner. They will be able to go to the movies and have dinner, and buy things for the trip they are planning. As she is connected to the email, data on his shopping preferences begins to flow into the app*.
* Data processing (cinema, restaurant, vacation trip – property sheet)
When Ania is in the gallery, she gets it push-notification* from the application with a reminder to register a receipt and the benefits it will receive.
* Marketing Automation

Ania saves receipts after returning home. He begins to get more and more involved in the “Buy it and have it” program and this is how the brand wins loyalty.

Customer journey map - case study

But this is not the only advantage for the company!

Using user data based on receipts added to the app is the potential for greater personalization of subsequent messages and a stronger consumer connection to the brand.

Ania receives newsletter related to their areas of interest and e-mailing with news about new promotions *.
* Marketing Automation
As Ania was on vacation for a week and did not open the app, she received mobile push notification* and an incentive to check out what attractions await.
* Marketing Automation
Ania receives invitation to the event tailored to their preferences. Since she was buying camping gear, she receives an invitation to an outdoor cooking event.
* A marketing event

So Ania comes to the gallery and collects her points for a free coffee. This is noted in the application. Thanks to this, the brand is aware that it has reached the customer again with its message and that the action is effective.

personalized message

✅ email ✅ mobile push notification from app ✅ newsletter ✅ billboard ✅ulotka ✅ advertising display ✅ landing page ✅ SMS ✅ social media ✅ event

There are many communication channels with the customer. The thing is, this communication needs to be two-way, and the customer wants to hear and react to what the brand has to say. Personalization is key here. The better we know our customer (the better we define the persona at the start), the greater the likelihood of reaching out to us directly with a message and getting a response. So you need to collect as much consumer data as possible.

In the case of “Buy it and have it”, an excellent source of data turned out to be the application – the main tool of the program.

Profiling program users

The data that the customer leaves in the application allows very precise targeting.

We can know more about our client:

  • Where (in which stores) do people shop most often?
  • What products does he choose?
  • How often does he come to the gallery?
  • What activities interest him (shopping, restaurants, cinema)?
  • What is the average value of his basket?
  • How does the global situation influence its purchasing decisions (pandemic, war)?

These data are the possibility of determining the most probable family situation, interests, age, ways of spending free time, tastes and preferences, possibly owned animals, etc. With this knowledge, we can further personalize the message sent to the customer. This, in turn, can deepen the relationship between him and the brand.

But not only. Customer data and their in-depth knowledge allow you to optimize other activities. The most attractive forms of engagement (from the customer’s perspective) can be used in subsequent actions, leading to personalized activities targeted at the most active recipient segment.

When creating CJM, you cannot neglect your strategic work

Designing a customer journey map is the implementation of a program idea that will increase sales. It always requires several specific steps. It’s about:

  • obtain data on the brand’s customers,
  • person preparation,
  • create communication for everyone,
  • obtain additional data on the basis of the program carried out,
  • optimization of activities,
  • increasing personalization and…
  • presentation of a new program.

It’s a big data job.

For experience marketing, which ensures a positive customer experience throughout the consumer journey, to exist across its full spectrum, human-operated channels are still needed. Is it enough to stand out in the Polish market through quick commerce, personalization of products in advertising or automatic messages? Not. A comprehensive strategy must take into account a large number of offline and online communication channels, where a human is constantly needed.

When working on customer experience, it should be determined at the outset which touchpoints are entrusted to machines and in which people are still operating. All this must also be coherent and a strategic working methodology must be developed.

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