How do you adapt your CJM to different channels and touchpoints?

While these are some great points, here are my two cents once you identify the channels you want to target 1. Tailor Messaging Customize your messaging to fit the expectations and format of each channel. 2. Ensure Consistency Provide a seamless experience by maintaining a consistent tone and service across all channels. 3. Track Channel KPIs Measure performance for each channel to identify strengths and optimize accordingly. 4. Address Channel Pain Points Identify and fix unique frustrations specific to each channel to improve the customer journey.

Identifying channels and touchpoints is the map, but customizing your CJM for each is where you unlock hidden treasure. Think of channels as different landscapes (social media = bustling marketplace, website = detailed brochure). Each has its strengths! Social media thrives on concise, attention-grabbing content, while website touchpoints can delve into intricate product features. Here's the secret sauce: Once you've mapped everything, categorize touchpoints by customer intent (awareness, consideration, purchase). This lets you tailor interactions for each stage. Social media might be ideal for brand awareness posts, while website demos cater to those considering a purchase.

In my experience, it is very important to identify your touchpoints especially if you have traditional products that have digitized alternatives. This is important to do because you want a customer jumping off the traditional journey to be able to integrate seamlessly into navigating the digitized version.

There are many verticals to consider when analyzing touchpoints and channels. For User Experience experts, usability goals and criteria might be the fundamental principles to assess touchpoints and channels. Most often, prioritizing a few key principles that impact your customers' experiences the most are the critical ones that should researchers, design and implementation teams should focus on. Different methods can be used to obtain these insights but I find that triangulating qualitative and quantitative surveys, interviews and focus groups will give you a pretty good insight into how your customers think and feel at each touchpoint in their journey.

Analyzing channels and touchpoints is like taking an X-ray of your customer journey. It reveals all the "bones" (channels) and "joints" (touchpoints) where customers interact with your brand. By dissecting these touchpoints, you gain valuable insights. Imagine analyzing website traffic to see which pages convert best, or studying social media comments to understand customer sentiment. This intel lets you optimize your CJM for maximum impact. Here's a bonus tip: Look for inconsistencies or gaps in your touchpoints. Maybe your website lacks clear CTAs (calls to action), or your social media presence is inconsistent. Identifying these weaknesses allows you to strengthen your CJM and create a seamless customer experience.

It is vital to make real-time channel opt-in data, real-time web/app behavioural/transactional data and real-time channel deployment/engagement data available to your CJM cloud platform, so that customers can be diverted down alternative communication paths if they a) have just opted out of that channel, or b) have just declined to engage with similar content/offer, or c) have just taken a different offer - which removes their need for the offer you were hoping to present to them. Your CJM needs to cater for all possible customer contexts, so consider all possibilities for each customer before each contact point and ensure your CJM cloud has all the related real-time data it needs. This is the design detail that can push your ROI higher.

This is absolutely right. One of the best tools to use is a Miro Board (not a paid ad ... lol) But I find if to be very flexible and allows for real time collaboration. The visual elements are great and it helps you and your team achieve your objectives. You can add in as much detail to your journey ma and one thing we've done is actually add in an emotional map on top of the pain and gain points layer with emojis to make it even more fun :D

For me, once this is complete you have an amazing opportunity to consider how you can keep a customer within your content-sphere throughout the journey. So with their needs mapped, if you have the right content to service them at every step - you can think about how the channels can support moving the customer through seamlessly. I always use the analogy of a baton in a relay race. The customer is the baton and you want to keep them in your race lane as much as possible. So with the channels and touchpoints mapped you can start to spot where your brand lacks visibility and therefore start to create a plan to cover these blindspots. Customer journey mapping is such an awesome tool for ensuring your brand & strategy is customer-centric.

One of the most crucial aspects of customer journey mapping is ensuring it is regularly updated. Often, we meticulously map out journeys with channels and touchpoints but overlook the necessity for timely revisions. This reactive oversight can have more detrimental consequences than we might realize.

Mapping your channels and touchpoints is like creating a blueprint for your customer journey. Channels are the broad avenues (website, email, social media) where customers interact, while touchpoints are the specific moments within them (landing pages, newsletters, comments). By meticulously mapping these out, you gain a crystal-clear picture of how customers navigate your brand. This lets you identify potential roadblocks and optimize the journey for maximum impact. Think of it like mapping a road trip – you wouldn't just pick a destination, you'd chart the route, rest stops, and points of interest. Mapping your CJM works the same way – it ensures a smooth and enjoyable ride for your customers.

Canais é um tópico muito relevante na jornada do cliente, entender como otimizar esse canais faz com que a empresa esteja cada vez mais madura e preparar para atender o cliente. Cada negócio é único, muitas vezes, dependendo do negócio, o cliente aceita ter menos canais disponíveis pois para ele o que é importa é a solução, ou seja para a empresa pode ser melhor eliminar alguns canais e ser mais resolutivo naqueles que são relevantes para o seu cliente.

It is very important to work on this step with interdisciplinary teams. If at each of the previous stages you skimp out on this interaction, this cannot be sacrificed at this stage. It is necessary because the interaction will usually bring out innovative ideas to simplify complex processes, remove redundant ones and automate some laborious and expensive internal processes. It is always a great idea to start with a blank slate and imagine the ideal experiences without the burden of constraints. This way, participants have the big blue sky to ideate across various verticals.

I’d push back on adjusting the customer journey to fit individual channels—that’s what user flows and UX design are for. Customer journeys are customer-centric, showing how people naturally move from awareness to purchase and beyond through their lens, not ours. It’s about understanding which channels they engage with, if those channels help them act smoothly, or where they switch—out of preference or frustration. To assess how well a channel supports the experience, we zoom into micro-experiences and analyze user flows in the channels customers prefer. This helps us see if the design drives progress or creates friction—so we can fine-tune and improve the journey.