![]() Review Organization Objectives - what are your goals for this mapping exercise? What organizational needs do you intend to meet? ![]() © Interaction Design Foundation, CC BY-SA 3.0 Once you’ve done your preparation, you can follow a simple 8-point process to develop your customer journey maps: If you haven’t developed them already, they should be a priority for you, given that they will play such a pivotal role in the work that you, and any UX teams you join in the future, will produce. User personas are incredibly useful tools when it comes to putting together any kind of user research. may influence the way a customer feels about any given interaction.Ī plan for “moments of truth” - these are the positive interactions that create good feelings in customers and which you can use at touchpoints where frustrations exist. For example, friends, family, colleagues, etc. This helps you understand what your customers are actually doing.Īn understanding of any other actors who might alter the customer experience. Channels are the places where customers interact with the business - from Facebook pages to retail stores. ![]() What are your customers doing and how are they doing it?Ī clear understanding of the channels in which actions occur. Customer journeys can take place in a week, a year, a lifetime, etc., and knowing what length of journey you will measure before you begin is very useful indeed.Ī clear understanding of customer touchpoints. If you can’t tell a typical user’s story, how will you know if you’ve captured their journey?Ī timescale. © Interaction Design Foundation, CC BY-SA 3.0 What Do You Need to Do to Create a Customer Journey Map?įirstly, you will need to do some preparation prior to beginning your journey maps ideally you should have: Sometimes customer journey maps are “cradle to grave,” looking at the entire arc of engagement.”Ī fictitious customer journey for the persona Samantha Bonham through the Rhythm Road learning service. ![]() The more touchpoints you have, the more complicated - but necessary - such a map becomes. They help them explore what customers think, feel, see, hear and do and also raise some interesting “what ifs” and the possible answers to them.Īdam Richardson of Frog Design, writing in Harvard Business Review says: “A customer journey map is a very simple idea: a diagram that illustrates the steps your customer(s) go through in engaging with your company, whether it be a product, an online experience, retail experience, or a service, or any combination. They may also be employed to educate stakeholders as to what customers perceive when they interact with the business. This in turn can help break down “organizational silos” and start a process of wider customer-focused communication in a business. They can help facilitate a common business understanding of how every customer should be treated across all sales, logistics, distribution, care, etc. However, they can be generalized to give an insight into the “typical journey” for a customer as well as providing insight into current interactions and the potential for future interactions with customers.Ĭustomer journey maps can be useful beyond the UX design and marketing teams. As you might expect - no two customer journeys are identical. It examines the story of how a customer relates to the business, brand or product over time. Damon Richards, Marketing & Strategy expert What Is a Customer Journey Map?Ī customer journey map is a research-based tool. “Your customer doesn’t care how much you know until they know how much you care.” The customer journey map lets you walk that mile. One of the best tools for examining engagement is the customer journey map.Īs the old saying in the Cherokee tribe goes, “Don’t judge a man until you have walked a mile in his shoes” (although the saying was actually promoted by Harper Lee of To Kill a Mockingbird fame). It focuses on harmony and how your business, product or brand becomes part of a customer’s life. It’s a measure of how much customers feel they are in a relationship with a product, business or brand. Perhaps the biggest buzzword in customer relationship management is “engagement.” Engagement is a funny thing, in that it is not measured in likes, clicks, or even purchases.
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