A faster route was found. Balakhnin I.

Consumer’s journey (Customer Journey Map, CJM) is a powerful tool that reflects the experience of consumer interaction with the company. And this is not another marketing toy or a funny conceptual scheme. The main task of building a consumer travel card is to maximize the revenue-the basic financial indicator of the company.

Ilya Balakhnin, who discovered this effective methodology of the Russian market, continues to explore the client’s path in his new book, touches this time a B2B segment. Considering the difference between the classic model of work with CU and CJM, the author puts forward the following argument in favor of the latter: socially demographically there can be one audience, and its logic when buying a product, even the same, is completely different.

When creating a trip map, it is necessary to take into account the needs, emotions, goals and motives (Jobs to be Done) of the client, which arise at him at different points of contact with the product. Moreover, instead of the usual segmentation, the author offers to build marketing based on data. He talks in detail about the multidimensional modeling that is based on it, taking into account various quantitative parameters describing the client’s behavior. These parameters include the indicators of profit formula, balanced assessments of the importance of choice factors and other numerical indicators.

built by the models described in the book, the consumer’s trip map shows at what moments the customers refuse to buy or go to competitors and tells the direction of changes. You can find the correct vector of the development of your business and firmly connect the marketing strategy with the financial indicators of the company.