ET Retail, India: Cognizant's SVP & Global Delivery Head Outlines why Software Developers Need to Understand CJM

“Customer journey is not about a narrowed focus on cross-selling, upselling or sending text message offers,” writes Yoosuf Mohamed. “It is about exploring and understanding what a customer truly wants, and what he experiences and feels when interacting with a business through various devices and channels.”

Excerpts from Mohamed’s article in ET Retail:

“Customer journey mapping (CJM) is all about identifying the personal journeys of a customer in the digital realm. It is a process of closely identifying personas and creating personalized representations. Doing so requires a lot of empathy to understand what customers experience, expect, and feel during their purchasing journeys across multiple touch points, devices, and channels while using a brand. With CJM, businesses can create differentiated digital experiences to satisfy and win the hearts of customers.

Here are five reasons why software project teams including product managers need to understand CJM:

1. Context is everything: CJM helps project teams understand the context of different persona, and their real needs and challenges.
2. Identifying features that uplift user experience: Thoroughly understanding the nuances of shopping experiences helps designers and developers identify and zero-in on the features that truly enhance user experience.
3. Please mind the gap! Traditional software applications or products are designed by keeping business goals in mind. They fail to think ahead
4. Visualizing and personalizing user experience: To deliver a holistic omnichannel experience, it is necessary to iron-out the variations in user experience across multiple platforms.
5. Putting oneself into the customer’s shoes: When testers get a better understanding of CJMs, they assure and certify the right product.”

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