Definition of Customer Journey

The definition states that the Customer Journey primarily involves shifting the company’s perspective to analyze its actions from the customer’s point of view. This approach enables the creation of new, improved sales processes that focus on customer satisfaction, attract more potential clients, and ultimately drive sales growth.

The customer journey is a set of actions and interactions experienced by a customer during the purchasing process. This path can span multiple sales channels, company departments, and even third parties, such as business partners or government agencies.

The concept of the Customer Journey is gaining popularity in Poland. As evidenced by Google Trends, searches for this term have been steadily increasing over the past few years. In an era of informed customers, a company’s reputation is crucial. Therefore, implementing solutions to analyze and optimize the Customer Journey is essential to deliver top-quality services and gather positive reviews and testimonials.

What is a Customer Journey Map?

A Customer Journey Map (CJM) is a unique approach to understanding and delivering products or services to customers. It acts as a guide to the customer’s experiences with your company while also serving as an excellent optimization tool to help eliminate weaknesses and obstacles between you and your customer.

To begin creating a CJM, you need to define the goals you wish to achieve, investigate customer experiences, or identify bottlenecks in your business processes. While CJM won’t solve all your problems, it will highlight areas that require attention. The next steps include gathering customer data, identifying key touchpoints and feedback on your product or service, and choosing the tools you will work with.

Steps to Creating a Customer Journey Map:

1. Choose a customer.
2. Define interaction phases.
3. Select appropriate communication channels.
4. Investigate customer experiences.
5. Analyze pain points and optimization methods.
6. Test and implement best practices.

Tracking the Customer Journey with Creatio

Modern CRM systems are equipped with robust functionalities for CJM, allowing most users to utilize them. However, not all systems can track the customer journey from the initial interest in a product to becoming a loyal customer. Creatio provides a platform that supports sales, marketing, and customer service functionalities on the same platform while maintaining a unified database, ensuring no data loss.

Marketing Campaigns

Marketing initiates the customer engagement process. The first touchpoint is often a customer registering on your website. Here, Creatio’s website behavior tracker gathers all customer information and automatically records it in the system. It continuously updates customer interest data and supplements missing information using open-source tools. All this data is stored in a unified contact database for as long as needed.

Establishing Business Phases in Customer Interactions

1. Marketing
   With advanced business process management tools, you can design and track each customer interaction. The system supports segmentation, personalized email campaigns, trigger-based campaigns, and event management, analyzing every step’s outcomes with clear charts and tables.
2. Sales
   Sales representatives have access to comprehensive communication tools, such as emails, calls, and messages, all integrated into the system. They can manage leads, opportunities, products, contracts, and projects while monitoring every interaction. Field sales functionalities and system analytics ensure efficiency at every step, ultimately transferring customers to the service team.
3. Service
   Customer experience takes priority here. A unified database, omnichannel communication, and efficient case management ensure swift issue resolution. Creatio prevents recurring problems and uses a knowledge base to address inquiries promptly.

Creatio tracks customers from their first contact to becoming loyal clients. All platform components function as part of a unified system, ensuring data integrity, purchase history tracking, and analytics to monitor performance and success metrics. At every step, Creatio offers a highly customizable platform designed to meet your business and aesthetic needs.