CUSTOMER JOURNEY MAPPING
THEORY BURST
BACKGROUND TOCUSTOMERJOURNEY MAPS
How an organization deliversfor customers is as importantas what it delivers
(Duncan et al. 2016)
“IT’S ALL ABOUT YOURCUSTOMER JOURNEY”
“…companies need to use tools and processes that reinforce an understanding of actualcustomer needs. One of the key tools in this area is something called a customerjourney map…Used appropriately, these maps can shift a company’s perspectivefrom inside-out to outside-in.” (March, 2010 Bruce Temkin customer experience expert)https://experiencematters.wordpress.com/2010/03/04/its-all-about-your-customers-journey/
“A customer journey map is a visualization of the process that a person goes through inorder to accomplish a goal. It’s used for understanding and addressing customer needsand pain points”
Kate Williamson, Nielsen Norman Group, July, 2016.
MORE THAN JUST TOUCH POINTS…
http://www.mckinseyonmarketingandsales.com/sites/default/files/pdf/CX%20Compendium%202016.pdf
Storytelling
Storytelling
Visualization
Visualization
Holistic View ofCustomer Needs
Shared Vision + Shift Culture + Break Down Organizational Silos + Builds Empathy+ Target Specific Customers
Taking the customer’spoint of view
Exhibit
Transforming the customer experience requires a holistic approach
ELEMENTS OF CUSTOMERJOURNEY MAPS.
DECONSTRUCTION OF A CUSTOMER JOURNEY MAP
1. Point of view: Who is thisjourney map about?
2. Scenario: What customer experienceare we mapping? A current or newexperience? What task are we mapping?
e.g. buying a cup of coffee
3. Scope: Where doesthe journey begin?
3. Scope:..and end?
What business goal or vision does thejourney map support?
Who will use this journey map?
4. Stages, touchpoints, mindsets &emotions: What is our existing orpotential customer doing, thinkingand feeling? What are thetouchpoints and channels ?
5. Insights: What are we learning? E.gwhat matters to the user? Are there gapsin the user experience?
Don’t forget!
DECONSTRUCTION OF A CUSTOMER JOURNEY MAP
Source: https://www.nngroup.com/articles/customer-journey-mapping/
VISUALISATIONEXAMPLES
LEGO
https://experiencematters.wordpress.com/2009/03/03/legos-building-block-for-good-experiences/