A customer journey map (CJM) is a vital tool for building future-proof content strategies and content models that are customer-centric*, not brand- or channel-centric. Customer journey mapping enhances our understanding of users’ potential experiences and brand interactions across multiple touch-points and channels. Customer journey maps are a way to lay out the ‘story of accomplishing a series of tasks’ from a user’s perspective. Instead of listing a series of tasks or sales lifecycle phases in an abstract way, or describing a static persona with no sense of time or place, CJMs seek to paint a detailed picture of the user’s experiences, content needs, and feelings along the way to accomplishing an objective. Although conceptually similar to a use case, process description, or a workflow diagram, CJMs are richer and more customer-centric. Across the stages of the journey, CJMs bring together content requirements with a matrix of potential channel details such as devices, staff interactions, and physical environments. This unifies a large amount of customer understanding into a consumable deliverable, allowing teams to build personalisation and omnichannel-ready content models and editorial plans. Because they help improve processes, refine content targeting, and enable contextual and personalised content, CJMs are becoming key elements in modern content projects. Join our session to get a template, methodology, and business justification for customer journey mapping that you can use with your teams and even colleagues across silos. Start improving your content strategies the minute you get back to work. PLEASE NOTE: Attendees should bring a laptop or tablet for online work.
Workshop: Customer Journey Mapping for Personalized Content Delivery
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