METHODOLOGICAL APPROACHES TO APPLYING CUSTOMER JOURNEY MAP FOR BUILDING CONSUMER LOYALTY IN SMALL ENTERPRISES

Abstract

This article explores the methodological foundations and practical applications of the Customer Journey Map (CJM) in small enterprises, emphasizing its role as a strategic tool for cultivating customer loyalty. By addressing the unique challenges faced by small businesses, such as limited resources and high competition, the study highlights how CJM can optimize customer experience and improve overall business performance. The research outlines key stages in the development of CJM, including the identification of target audience profiles, the systematic analysis of customer touchpoints, the visualization of customer journeys, and the identification of critical pain points that hinder customer satisfaction. The article delves into the structural components of CJM, such as touchpoints, "pain points," and "moments of truth," which are critical in assessing and enhancing customer interactions at every stage of their journey. By systematically addressing these elements, businesses can align their services more effectively with customer expectations. Particular emphasis is placed on the integration of digital tools, such as Miro and HubSpot, to streamline the mapping process and leverage data-driven insights for decision-making. The role of CJM in understanding customer needs and expectations is further discussed, with a focus on how this understanding contributes to service quality optimization and the design of personalized strategies for customer retention. The study illustrates these points through practical case studies, demonstrating how small enterprises have successfully implemented CJM to achieve measurable improvements in customer satisfaction and loyalty. These examples underscore CJM's potential to transform customer experience management by fostering a deeper emotional connection between businesses and their clients. The findings reveal that an effectively constructed CJM not only facilitates customer-centric innovation but also positions small enterprises to compete more effectively in dynamic market conditions. The integration of CJM into broader marketing strategies enables businesses to create long-term value for customers, thereby reinforcing brand loyalty and sustaining competitive advantages in their respective industries.