Customer experience: CJM, U&A, 5 senses

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Customer Experience is a result of interaction between a brand and its customers.

Components of the interaction:
– Customer journey from new needs to actions once the result is achieved;
– Points of interaction with the customer (brand touchpoints);
– The atmosphere and environment at the moment of interaction.

Customer Experience combines all aspects of customer interaction with business throughout the history of relationships. Such history between both the customer and the company is extremely valuable in every aspect: rational, emotional, physical and even spiritual aspects of engagement, e.g. product price, politeness of employees, appearance and aesthetics of the location, brand strength, sustainability, trust and common values. Good customer experience means that the customer's experience at all points of interaction meets their expectations. At the same time, the customer experience includes many elements: product, sale and service several departments in the organization are responsible for.





It is the methodology of brand development or building, based on the study of points of interaction with the brand, detailed analysis of needs and behavior of the audience. Its application increases the share of users satisfied with the use of the product.

The CJM technique shows touchpoints with the product, the stages users go through to achieve their goals and emotions they experience, barriers they face preventing them from achieving said goals, and how smoothly the users move from stage to stage.

It will come in handy for retailers, service companies, HoReCa, and digital services.











The technique is a way of both visual formation of the brand language and development of brand attributes, and also a method of creating new products (especially in FMCG/non-food categories).

The key goal is creation of the brand language based on all 5 parameters of the consumer interaction with a product and package, advertisement and store and other attributes or elements of promotion.

During the working session, we will present how the brand/product would look like; how it may feel or even taste; how it will sound and smell.

The technique is especially in demand for projects on creation of new products in the FMCG category, food and non-food products and beverages. The most effective format is a joint workshop with customer representatives.


For example, we held a 5 SENSES workshop for WONDER LAB. This brand belongs to BIOMICROGEL®, a resident of Skolkovo and Uralsky Tekhnopark, which is engaged in the development and production of household and professional cleaners safe for humans and nature. We have developed a positioning that is articulated as fungineering. Fun + engineering is the combination for looking at the conservative household category from a different angle. Non-standard positioning should be supported by the product, so at our workshop we suggested that consumers will be able to:

SEE: bright and extraordinary packaging; dense foam; disappearing color of some products; mixing effects when opened; new formats for cleaning hard-to-reach places, etc.;
HEAR: sound effects when the package is opened; light hissing when using the product, etc.;
SMELL: oats; a broken stem; unique own synthesized scents, etc.;
TOUCH: dense and nice to the touch foam; soluble microgranules; gel balls, etc.