An effective customer journey map is a visual illustration that provides customers with an overview of how to interact with your site, products, and business across multiple touch points. Such customer journey helps businesses understand their customers' motivations and pain points, and directly attribute products and services to those pain points.
How to Conduct Research for CJM
While you may need to offer some incentives for participation, most people are happy to help if they believe you are genuinely interested in their experience and will use their feedback to improve things for others.
For each stage of the journey, try to identify:
Define the overall objectives - Question: What were their goals, what did they want to achieve
Classify the user groups and define their goals: Question: What do they expect the process would be like
List all touch points: Question: What are the steps and touchpoints they used to complete the stage
Identify the most and least effective channels: Question: How did they feel emotionally during each touchpoint experience and why
Other thoughts they had during the stage - What other data should be incorporate to supplement the customer interview.
