Capturing the most important points of contact

[Mimaktsa10]

It is necessary to determine the primary points of contact with the brand for the client. This may include events and places of interaction: online platforms, social networks, messengers, offline stores, contact centers, email newsletters, etc.

The recorded points should be divided into groups for a clearer understanding of the diversity of communications. This will allow you to determine the most convenient methods of interaction. For example, you can divide into categories by the time of contact (before and after the purchase).

It is important to consider that different points of interaction create different customer experiences (the experience of online shopping is significantly different from visiting an offline store).

Another important factor is iceland email list multichannel. Buyers can interact with a company using several channels in parallel. For example, a customer can search for the required information on the Internet, then visit a physical point of sale and buy a product through a mobile application.

Filling out the CJM
Identify a suitable customer journey map template and fill it with information: previously made notes, findings from consumer surveys. Visualize customer emotions at different stages of interaction with your company, add quotes from buyers that allow you to more accurately understand the problems and obstacles on the path to purchase, as well as the pros and cons of the product.

Recommended articles on this topic:
Absolutely Free Internet Advertising: 19 Options

Sales Triggers That Have Never Failed

Marketer's KPI - Key Indicators and Accurate Calculation

Character Creation
At this stage, prototypes of real customers are developed. The resulting personas will help to analyze the needs of consumers, their motivations and goals in more depth.

This step is necessary for a clear understanding of the target audience portrait, the unique characteristics of potential buyers and the formation of empathy for them. In addition, having a customer prototype simplifies the process of creating a marketing strategy.

What information about the character is needed:

Demographic information: education, age, gender, education, material level.

Professional characteristics: roles, functions and tasks.

The goals and objectives pursued by the consumer when interacting with the product.

Problems and joys: typical customer pains and factors contributing to customer satisfaction.

What communication channels does the client prefer (websites, social networks, messenger, telephone, etc.).

The emotional experiences and feelings experienced by the consumer when using a product.

What social category does the client represent, what are his values?

Names and photos for prototype visualization.

When creating personas, it is important to observe two conditions: they must be unique, but reflect the main features inherent to the target audience. Thanks to the presence of client prototypes, team members can more accurately understand who they are working for, as well as what needs the product should cover.