Use the CDJ Framework to Innovate Methods
Innovate your tools and methods by going on your own customer journey; become a customer on a journey through your own methods! In order to keep qualitative insight “approaches to understanding customers” fresh and relevant, you should consider, evaluate, buy, enjoy, advocate, and bond with the methods you use to understand consumers.
The customer decision journey (CDJ) is a model that shows how customers complete a purchase, guiding marketers where and what they should do along the way. Borrow this approach to go on your own journey to develop and choose new tools, techniques, and methodologies.
The journey begins with the consumer’s top-of-mind consideration set – just like consumers do.
- Start by considering your needs. Why are you choosing to iterate an existing method or start offering a new one?
- Brainstorm with your team. Where are opportunities for improvement? What do team members want to try/experiment with?
- Make a list of all the contenders. Then walk through each of them, asking yourself:
- Is it answering a need? Filling a gap?
- Is it giving your team something new or unique?
- Can you explain succinctly the value proposition and point of difference as though you were in an elevator with a prospective client?
- Is anyone else doing it? Who? How? Could you offer it differently?
- Test your ideas. While you do so, be sure to constantly ask for feedback from your team, participants, and clients.
- Track iterations and updates. Chronicle changes made to the approach at every step because your ideas may morph, combine, or improve as you progress.
- Be open. Keep an open mind to the changes/modifications/new ideas along the way.
- Keep asking. Constantly query if the new/improved method is filling a need. Is it improving an older process or adding something new?
3. BUY OR CHOOSE
We’ve included “choose” in this traditional third step because when choosing a methodology, it’s often just that – a choice, a decision to move forward in a certain way – not a purchase.
- Note: this step is sometimes overlooked. After all this work, it’s hard to say “no” to an idea to which you’ve grown close. But keep in mind that rolling it out is an even bigger step than testing it.
- If you decide NOT to move forward, table it in a helpful way. Make note of learnings that could be used in a different format or could serve another purpose at some other time.
4. ENTER THE LOYALTY LOOP: Enjoy, Advocate and Bond
Take a moment to ENJOY your hard work; now is the time to advocate your development with your broader organization and with clients. Try a pilot test with an understanding client or ADVOCATE the approach within your organization!
- Ground everyone. To do so, establish with everyone a need you are trying to meet, the gap you are trying to fill, and/or your rationale for adding this approach.
- Bond. Bonding in this sense means that the team gets familiarized with the new approach and comes to see it as their own. Solicit feedback from participants about their experience. Ask clients how they are using the new approaches and what could be improved further.
- Engage. Ensure your team are staying engaged, enjoying the experience, and getting the most out of the new methods as they are a part of the continual evolution.
This post was inspired by a presentation entitled “Innovate Your Tools And Methods By Going On Your Own Customer Journey” at the CX Talks event in Chicago held on September 24, 2019.
Katrina is principal of KNow Research, a full-service insights consultancy specializing in designing custom qualitative insights projects for 16+ years to unlock insights about brands and target audiences. She is also co-founder of Scoot Insights, whose trademarked ScootTM Sprint approach helps decision-makers choose the right direction.
President, KNow Research, Co-Founder Scoot Insights
www.knowresearch.com / www.scootinsights.com
@kat_noelle / https://www.linkedin.com/in/katrinanoelle/