Russia’s first study on the implementation of CJM-practices in retaliation Alexandrov | 16.10.2020
Laboratory of digital marketing it company “KROK”, the organizers of relevant conferences, Retail and TECH-networking Digital platform Leader in September 2020, has conducted a comprehensive study,
dedicated to creating the best customer experience in the retail business, “CJM: a treasure island in retail”.
The study authors found out at which stages the majority of companies lose customers, what data to estimate the customer loyalty level and how to find ideas for product development and
services. In the survey participated as experts in retail (FMCG, Fashion, electronics and other segments), and ordinary consumers of the age group from 18 to 55 years. We surveyed a total of more than 540
respondents.
Reduced purchasing power and high competition in the market requires retailers to work more on loyalty and customer retention. Customer Journey Map was the main tool
retail for this task. Representatives of the companies who participated in the study agreed that the experience of the CJM research in Russia is still small compared to international
practice (on average, not more than three years), but has great potential. Today 39% of the experts surveyed used the tool CJM in retail, 37% — plan. For comparison: in 2018, 67% of companies
in the world have already used the CJM, and the prototype CJM appeared in retail of the USA in the 1930s, when market researchers began to conduct qualitative research buyers of the brand and realized that
demographic factors are not sufficient to explain the behavior of buyers.
Increase sales by determining customer churn and understanding of their target audience – the main reasons of using CJM, according to experts. In addition, using this tool, companies
want to reduce the cost of customer acquisition, improve conversion and discover a growth point for further development of the products. So, using CJM, experts have determined that the retail market in 80%
cases loss of customers occurs during the back office registration, filling of forms and choosing a product path from the moment the client on the website/in the shop before the first purchase.
The results of the survey showed that the starting point for creating a “customer journey” are usually surveys and studies conducted by businesses to collect data about customers. As a rule, companies
collect customer information from digital channels: CRM, websites, mobile applications, but some companies also analyzes the behavior of visitors in retail stores.
Most companies try to approach a client on their own, not resorting to services of outside consultants, and use a custom design. For this, many organizations are developing
internal expertise in data Analytics and create their own digital services. Unfortunately, this approach leads to a situation when the business is not enough knowledge, experience and effective
tools. 40% of respondents reported that there have been errors while creating a CJM. Time and resources are often wasted on incorrect actions, especially in terms of data collection, analysis and interpretation
results.
CJM research data most often are used by marketers, analysts, departments on work with clients, product owners and sales team to improve customer experience and
troubleshoot problem areas in the Customer Journey. Evaluation of client experience of the company normally carried out using metric conversion and retenshion rate (the rate that determines the level of loyalty
customers). The results of the survey showed that in the process of working on CJM customer important regularity: the more often metrics are monitored, the greater the value of the research, the data of which can
use to enhance customer loyalty.
According to the experts, CJM can be a valuable assistant business, but that the results were most effective for the development of the customer experience, the retail market requires more practice.
It is necessary to increase the level of expertise in the market, to communicate to executives the value of using a CJM and to learn how to use digital tools for analyzing and processing client
data.
“As the authors of the first Russian study at CJM, we would like to draw the attention of the business on the importance of systemic approaches to building it, identified the core values and errors that are relevant to
Russian retail. Nike – an example of a global brand that works with the emotions at all stages of the client journey, what helps him a rich experience of CJM in American retail. Finding that
clients interesting digital experience, the company has managed in less than an hour to sell sneakers, limited edition via the app Facebook Messenger AR. This example demonstrates the difference in
evaluate the importance of CJM to work with customer experience (4,5/5 in the US and 3,9/5 in Russia). We see that American companies are more practices with this tool and therefore more successful cases.
Russian brands are just starting to get the same features about which we spoke in our study,” said Elena Volkovskaya, head of the Laboratory of digital marketing, the Director
strategic marketing of it company “KROK”.
retail, tools
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