Development of a Customer Journey Map (CJM) based on the example of Advert Reprise Digital LLP

This article focuses on the study and development of a Customer Journey Map (CJM) using the example of the Kazakhstani company Advert Reprise Digital LLP (hereafter referred to as Advert Reprise Digital). The purpose of the study is to develop and analyze a Customer Journey Map for Advert Reprise Digital, with a focus on comparing customer experience characteristics in the digital, FMCG, and pharmaceutical sectors to develop recommendations for optimizing customer communication. The authors closely analyzed the company's structure, activities, and conducted a comprehensive review of the customer experience to identify key interaction points and areas for improving communication. The main outcome is a detailed customer journey map that visualizes the stages of the customer's journey, their needs, potential challenges. It offers recommendations to improve interaction efficiency and enhance the company's customer experience. The practical value of mapping is validated by successful implementations in international companies such as Starbucks, IKEA, and Amazon, demonstrating the method’s effectiveness in improving customer communication and increasing loyalty. The effectiveness of this approach is also supported by the authors' experience in creating customer journey maps for both Advert Reprise Digital itself and clients like Pladis, Stopdiar (Gedeon Richter), and Smecta (Mayoly). The developed Customer Journey Map helped identify vulnerabilities in the consumer journey and provided practical recommendations that were used to optimize communication with customers.

1. Kotler F. (2017) Marketing 4.0: ot tradicionnogo k cifrovomu. M.: Jeksmo. Р. 220–288. (In Russian).

2. McKinsey & Company. Boosting customer experience to generate growth. N'ju-Jork: McKinsey & Company, 2020. Р. 311–320. (In English).

3. Lechinski Dzh. (2011) Vyigryvaja v nulevoj moment istiny. Google. Р. 71–88. (In Russian).

4. Forrester Research. The Total Economic Impact™ Of Customer Experience. URL: https://www.forrester.com/reports/the-total-economic-impact-ofcustomer-experience-tei/summary/ (accessed: 07.02.2025) (In English).

5. Kvasnikova V.V., Zhuchkevich O.N. (2013) Konkurentosposobnost' tovarov i organizacij. Praktikum. Minsk: OOO «Nauchno-izdatel'skij centr INFRAm». Р. 184. (In Russian).

6. Seybold P.B. (2001) Customers.com: How to Create a Profitable Business Strategy for the Internet and Beyond. New York: Crown Business. Р. 62–71. (In English).

7. Johnson K. Customer Journey Map: A Guide to Creating Customer-Centered Experiences. New York: Business Press, 2021. Р. 218–248. (In English).

8. Edrawmax. Starbucks Customer Journey Map. 2021. URL: https://www.edrawmax.com/templates/1011838 (accessed: 23.02.2025) (In English).

9. Starbucks Coffee Company – 2021. URL: www.starbucks.com (accessed: 23.02.2025) (In English).

10. Adobe. Digital Trends 2024: Central Asia and CIS Overview. URL: https://business.adobe.com/blog/ (accessed: 11.03.2025) (In English).

11. Hafner F. (2021) IKEA’s marketing strategy: global brand with local tactics // European Journal of Marketing. No. 5. Р. 34–49. (In English).

12. Customer Journey Map – Amazon // Cieden. IKEA Customer Journey Map. 2021. URL: https://www.eleken.co/blog-posts/customer-journeymap-examples-to-get-some-fresh-ideas (accessed: 23.02.2025) (In English).

13. DataReportal. Digital 2024: Kazakhstan. URL: https://datareportal.com/reports/digital-2024kazakhstan (accessed: 11.03.2025) (In English).

14. IAB Kazakhstan. Otchet po cifrovoj reklame v Kazahstane za 2024 god. URL: https://iabkazakhstan. kz/ (data obrashhenija: 11.03.2025) (In English).

15. Adobe. Digital Trends 2024: Central Asia and CIS Overview. URL: https://business.adobe.com/blog/ (accessed: 11.03.2025 (In English).

16. Godin S. (2018) Jeto marketing: vas ne uvidjat, poka vy ne nauchites' videt'. – N'ju-Jork: Portfolio. Р. 201–241. (In Russian).

17. Chaffey D., Smith P.R. (2013) eMarketing eXcellence: Planning and Optimizing Your Digital Marketing. London: Routledge. Р. 357–640. (In English).

18. IQVIA. Global Use of Medicines: Forecast for 2024–2028 / IQVIA Institute for Human Data Science. IQVIA. January 2024, p. 76. (In English).