Quels sont les meilleurs exemples de cartographie du parcours client dans les études marketing ?

Two of my favourite Customer journey maps are applications that I use most frequently in my daily routine. 1. Amazon 2. Uber Amazon customer journey is detailed and covers all aspects from navigation, product search, delivery,post purchase reviews and a complete holistic view of customer experience. The way fire TV, Alexa and IOT devices are integrated to support the customer experience is impresssive. Uber on the other hand is so simplified ,convenient that my 6 year old son can book a cab for me.From App download to ride completion uber provides a frictionless process.Post ride one can raise a ticket for any surcharge or waiver and all without even dialing a customer support executive.

The Customer Journey Map is a standout tool in Customer Experience projects, offering profound insights by visualizing complex data in an easily understandable format. Its visual nature not only enhances an organization's understanding of the consumer but also sparks ideas for solutions finding across various departments. They provide a comprehensive view of how consumers engage (or disengage) with a product/service. They are one of those tools that can turn nonbelievers into a fans. I love presenting clients JM as part of the CX research and seeing their reactions. Hearing them say "This is eye-opening" or "I can immediately think of areas we need to focus on, improve, and solutions we must prioritize" makes it so rewarding!

Uno de los principales beneficios del customer journey mapping es poder tener un entendimiento empático e integral del usuario, entender sus necesidades, dolores, puntos de valor, expectativas y emociones a lo largo del viaje. Es una gran herramienta para encontrar áreas de oportunidad de mejora o de innovación, partiendo siempre de la voz del cliente.

Airbnb has a complex customer journey involving multiple touchpoints, including website browsing, booking, check-in, and post-stay feedback. By mapping out this journey, Airbnb can identify pain points and opportunities to enhance the overall user experience, leading to increased customer satisfaction and loyalty.

Esta visión trasversal y end to end ayuda a comprender mucho mejor a las personas en relación con la necesidad y el producto/servicio. Que piensa? Con quien interactúa? Que valora? Que pains & gains tiene? Como son las interacciones con mi propuesta de valor? Soy capaz de ofrecer y sostener consistencia a lo largo de ese viaje? O soy solo muy bueno vendiendo? O comunicando? Cómo está mi posventa? Este tipo de abordaje cambia radicalmente la forma de ver y entender el negocio, sobre todo para empresas muy centradas en el producto o la marca.

A mi me gustan los mapas de “a day in the life”, los hacíamos en Coca-Cola y en Unilever y ayudan a conectar con el consumidor a nivel íntimo, sencillo lejos de arquetipos idealizados (que pueden servir para otras cosas) En banca también hacíamos encuestas de servicio que permitían entender todas las necesidades financieras que podía tener un cliente, no solo la percepción de un producto concreto.

In marketing research, Service Blueprint Maps are instrumental. They align internal operations with external expectations, ensuring the service provided meets customer needs. This is particularly relevant in the servitization paradigm, a transformative shift where manufacturers add value to their products by incorporating services, thereby creating new business models. This paradigm applies not only to service providers but also to manufacturers, enhancing the customer journey by improving satisfaction and loyalty. Alongside other maps like current state, future state, and day in the life maps, service blueprint maps offer a comprehensive view of the customer journey.

In my experience, day in the life mapping is the richest way of tracking a customer journey. It is a merge of the depth of etnographic research with current state maps. The environment, the offers, the context customers are inserted in affect every step they take along the way.

Na minha experiência, o framework de Engel, Blackwell e Miniard que estudo o processo de decisão de compra e o Service Blueprint Maps são os principais tipos de mapeamento da jornada do cliente b2c.

Simple and memorable visualization of the customer journey is key. It needs to be intuitive but also offer unexpected moments and experiences that are otherwise overlooked. And the cherry on the top is overlaying the emotions customers feel going through the touchpoints. These emotional peaks and valleys teach us more about the experiences and what should be fixed than the rational facts.

I would say the most critical steps for having an outstanding customer journey mapping are: i. having a first good draft of the journeys grounded on the hypothesis you want to validate on your research; ii. despite your solid item i., go to field openheartedly, ready to see and listen things you have not expected; iii. consolidate your results in an actionable way, complex indexes and unmesurable variables may be intelectually interesting to discuss, however, they will not leave the paper and truly impact business results.

In market research, especially in qualitative research, it's crucial to chart out your current customers' journey, spanning from intending to make a purchase to the actual buying, repurchasing, and recommending to friends and family. It's essential to identify and address pain points that can be improved upon or introducing innovations throughout this process. Likewise, it's vital to map out users of rival brands who might have explored options, contemplated purchasing your product but ultimately opted for a competitor's product. These insights hold value in formulating strategic decisions to boost your market share. After all, it's the bottom line that counts.

From a revenue growth perspective, it's important to understand how consumer needs translate into shopper behaviors, the conscious and sub-conscious drivers that underpin their choices and how these can be leveraged to change behavior.

As etapas da jornada do cliente são: 1. Identificar o micromomento de consumo. 2. Como ele reconhece a necessidade de compra (Gatilho). 3. Aonde o cliente/consumidor/shopper/usuário busca informações (marca, local de compra, preço etc 4. Processo de Compra. 5. Processo de consumo. 6. Pós consumo. 7 Descarte.

I love the Mystery Mapping product that Second To None provides where we send auditors in (as customers) to detect all the possible outcomes and sentiment throughout the journey. This paints such a robust picture, with richness in content, photos, tracked communications, etc. It's just such an actionable framework.

Las empresas con menos recursos pueden realizar encuestas dirigidas a clientes y proveedores, e investigar relaciones causales de forma externa/interna a través de un mapa de necesidades. La comprensión de las motivaciones, necesidades y barreras son paradójicamente un misterio para muchas de ellas, surgidas de la pregunta sobre el porque de los hábitos de sus consumidores y clientes.

Um dos exemplos que gosto de falar é sobre a compra de produtos para lavandeira. Onde após compreender a Jornada do Cliente e as etapas de como uma roupa é lavada foi possível definir os espaços, a sequência de cada categoria na gôndola de um supermercado de acordo com a lógica de consumo.

Goodwill, a non profit I worked many years for was a great inspiration in this regard - driving efficacy’s from all mapped stages like awareness, consideration, donation, and post-donation engagement to optimize the supporter experience.

Find the need of the consumer or create a need for her and propose a solution (which is actually our product), just one important point: this need and its solution must be planned and solved by our company's roadmap, not just by consumption of our product, because then the competitor can easily replace our product.

The real customer journey mapping starts from the moment customer has a problem to be solved. Critical to know those moments and then how by your product or service it helps to solve that problem defines the journey mapping. The journey should not end once the product or service is delivered, it goes beyond that when the advocacy happens through word of mouth

Creating a customer journey map may seem promising at first, but it’s not always straightforward. Businesses often interact with a diverse range of customers, ideally grouped into distinct personas. However, it’s impractical to create journey maps for all of them, especially with divergent profiles. A practical solution is to prioritize customer segments based on their lifetime value, starting the mapping process with customers who have higher lifetime values. It’s crucial to connect customer profiles, including their pains, gains, and jobs to be done, and map them accurately throughout the journey. This practice ensures a comprehensive understanding of the customer experience, enabling businesses to tailor their services effectively.

Esta es una de las actividades de Inteligencia de Negocios que, por mi experiencia, debería ser la piedra fundamental de todos los díagnosticos comerciales, porque es la medición real de la efectividad de todas las estrategías de Mercadeo y Ventas implementadas para el FMOT. Permite evaluar: - El posicionamiento de la marca en el Top of Main de los compradores, que tan ansiosos están por conseguir tu marca. - La efectividad de las actividades de Recall de marca implementadas, ¿Estamos en el lugar correcto y con la comunicación correcta? - Los layouts de las tiendas manejas los flujos de compradores de forma efective y amigable. - La segmentación correcta de los tipos de compradores que interactuan (Finales, Transformadores y Revendedores)

Muito se fala em jornada do cliente. Mas prefiro pensar na jornada do indivíduo, como descrevi em alguns capítulos do livro "Experiências que Deixam Marcas - volume 2" da Editora Robecca, de 2020. Uma visão mais empática e partindo dos olhos da pessoa que queremos atender. Clientes são pessoas que têm necessidades, vontades, dores. Elas não querem converter ou fidelizar - esses são objetivos da empresa. O que elas fazem está nessa sequência: têm uma vontade ou necessidade, partem então para a pesquisa de opções, avaliam, pré-selecionam algumas, planejam a compra, vão à compra, compram, usam e vivem o pós-uso, sendo que, em todo o processo, podem compartilhar algo. Prefiro pensar jornada do indivíduo que do cliente.

Me parece que hay una oportunidad muy grande a la hora de acercar esta metodología al mundo de la salud y unirla con los procesos de experiencia del paciente. Unir ciencia, medicina, Salud, con un enfoque más social, de comunicación y “Marketinero” podría ayudar a mejorar la salud de muchísimas personas si se les hace más fácil todo su viaje como paciente.