In this brief post I am going to share an activity that helps surface assumptions about the signals that predict customer loyalty. I’ve found it to be an interesting twist on a very common artifact (a customer journey map). The activity involves (surprise, surprise)
I think this model has many glaring holes in it...1) it assumes they encounter brand before product - often they are one in the same, or customers never encounter the brand (Ex: trello / atlassian). 2)'signals' should be external indicators from the customer, not steps in a journey (Ex: they leave the page after 10 seconds, or they bounce, or they don't interact with x,y,or z like you wanted them to, 3) there is not a space for deeper customer emotion for each step (Ex: think/feel/do) 4) the line to 'increase trust' is oversimplified and every business model and brand has a different nuanced route to gain user's trust (Ex; stitch fix has to send X packages that are on-brand for the user, vs a banking app has to categorize transactions correctly), 5) nowhere do you mention when/where does the product truly meet the JTBD need of the user that led them to search for a solution in the first place.
I think this model has many glaring holes in it...1) it assumes they encounter brand before product - often they are one in the same, or customers never encounter the brand (Ex: trello / atlassian). 2)'signals' should be external indicators from the customer, not steps in a journey (Ex: they leave the page after 10 seconds, or they bounce, or they don't interact with x,y,or z like you wanted them to, 3) there is not a space for deeper customer emotion for each step (Ex: think/feel/do) 4) the line to 'increase trust' is oversimplified and every business model and brand has a different nuanced route to gain user's trust (Ex; stitch fix has to send X packages that are on-brand for the user, vs a banking app has to categorize transactions correctly), 5) nowhere do you mention when/where does the product truly meet the JTBD need of the user that led them to search for a solution in the first place.
Thx for listening to my post :)