“The world has always been full of stories. Appearing at the dawn of communication, they found expression on cave walls and in campfire legends. Much has changed since then, but their purpose has remained the same: to preserve and transmit human experience, knowledge and traditions.
These words, which remind us of the role of storytelling and legends in the art of customer acquisition, were published by Universal Mind interactive designer Francisco Inhoste ( Francisco Inhauste) in 2010 year.
However, a story is not only a way to interest the buyer, but also a powerful tool for getting to know him.
Most companies do a great job of this and have a fairly accurate picture of their customer, but often the data they have doesn't give any idea of the difficulties that are encountered on the conversion path. In this regard, it would be good to have some kind of instruction, or short story about all movements of clients. In business, such a tool already exists - it is called the Customer journey map.
What is a Customer Journey Map?
Or the so-called "Consumer Journey Map" (CJM), is a story of customer experience (customer's experience), starting with the first contact, through the process of involvement, and ending with a long-term relationship with the company.
This map can highlight one side of the client's journey, or it can provide an overview of all stages. Often, it displays key interaction points that tell how the buyer feels, what he wants and the questions that arise in connection with this.
In other words, CJM makes it possible to characterize in detail target audience, to understand what she is striving for and what her expectations from the company are.
In principle, such a map can look like anything, but usually it is a graphic file, as in the example below. Whatever her appearance, the goal is always the same - to tell the company about its customers as best as possible.
Obviously, this tool has already come to the taste of marketers, however, other specialists, especially in the field of digital technologies, can fully adapt it to their tasks.
Why do you need a Customer Journey Map?
To begin with, CJM is a powerful tool for visualizing the customer's interaction with a product or service. If you are a designer, the map will help you understand the user context: what situation the person who contacted you is in and what goals he sets for himself. If you are a copywriter, you can anticipate your readers' questions and feelings. If you are a manager or business owner, CJM will give you insight into how your customers move through the conversion funnel and offer new opportunities to attract and convert them.
For a user experience designer, a “journey map” will help identify all the gaps in the organization of the conversion process and point out its painful points, such as:
- An inconsistency between devices that is revealed when a customer uses multiple devices.
- Mismatch between company departments, which can irritate users.
- Mismatch between communication channels (for example, experience of interaction in social media looks worse than on the website).
However, the most important property of CJM is the ability to focus all the attention of the company on the client himself, describing his behavior as accurately as possible and intuitively decomposing his desires.
This approach greatly motivates employees working in an organization to pay more attention to the feelings, questions and needs of customers, which is especially important in the field of Internet products and services.
Even the very process of creating a "customer map" already increases the company's customer focus.
So, you have already seen that CJM has many advantages and can be extremely useful tool. Where to start?
How to collect information for a consumer journey map?
The process of creating a map should always start with getting to know your customers.
Most companies have already taken care of this issue, and it is likely that the next study will seem like a waste of time to them. However, by looking at the available data, it may turn out that this information is not enough or it is lost somewhere in the bowels of your desk.
Anyway, previous work on this subject - great start, and for starters, you can really learn everything you already know about customers and clarify the relevance of the existing data. This will save your strength and calm those who are especially stubborn in their resistance to new research :)
So, there are two types of data collection: analytical work and conversation.
Analytical research
In this information age, we have a wide variety of sources of customer information, and one of the most obvious is web analytics, which allows us to see who exactly makes up the company's main audience and what customers would like to receive. Also, thanks to this tool, you can identify problem areas that users stumble over when interacting with the company.
However, one must be careful here: these data can be misinterpreted. For example, a high number of clicks or a long time spent on a page does not always mean that your customer is happy. This may well mean that he is confused or confused by the structure or design of your landing page.
Social media is another useful source of customer knowledge. For example, the SocialMention service collects opinions and perceptions about a brand, whether they are positive or not.
A simple web search can also provide some important insights into current trends and help you understand how your company is meeting user expectations.
Finally, consider running a survey - the results will create an even more detailed customer profile with specific questions, thoughts, and desires.
free conversation
Despite the fact that analytical studies are of great importance and weight, nevertheless, they are not enough to recreate the full picture. In order to compile a holistic story of the customer's "journey" through your company, you need to turn to the study of user experience ( UX, user experience), which can be gleaned from communicating with clients through interviews or social media.
Users often leave comments on the pages of companies themselves - you just have to get to know them regularly in order to take them into account when forming the final CJM.
You can also talk to the first line staff ( front-line), for example, with the help desk or sales managers: their daily and direct interaction with customers is a storehouse of knowledge about the needs of your target audience.
It is known that any research is always limited by time and budget. Moreover, if the company has several target groups, creating a detailed user map for each of them is rather burdensome. In this case, you need to choose one, the main one, and focus on it.
The rest of the groups can be mapped based on reasoned assumptions and hypotheses derived from discussions with front-line colleagues and other interested employees. Despite the inaccuracy and approximate nature of this approach, it is still better than nothing.
Before drawing conclusions, check which information is based on real facts and which is not: making decisions based on guesswork alone can be dangerous. Management, once seeing the results of your work, will allocate more funds to collect additional data.
We figured out the research - time to map.
Making your custom card
As already mentioned, there is no right or wrong format for a CJM presentation: most often, it is depicted as a user experience timeline. However, you can arrange it as separate slides or even make a video. The main goal is to tell the customer's story in the best possible way.
Delegate the task of creating a map to designers: with the help of graphic tools, they will create a map that clearly and concisely focuses on key points.
Whatever the form, CJM should contain both statistical data and the opinions of clients and colleagues: this will help create the most complete image and convey the right direction.
Don't complicate. The more complex your map, the easier it will be for you to get lost in the many user behaviors. The illustration is not at all necessary in order to tell about every aspect of the client's life, its purpose is to convey information as concisely and concisely as possible.
The Customer Journey Map is essentially an illustration, a customer journey map that details the customer's journey between touchpoints with a company or territory. Within the framework of this map, we have the opportunity to explore and digitize the client's experience: what questions he asks himself, what tasks he wants to solve with the help of the company, his emotions, impression and satisfaction from interacting with an enterprise or organization.
The mapping process is a comprehensive study of customer behavior and the customer experience being created. No two cards are the same, and no companies, products or services are exactly the same. But we can show best examples, which you can navigate to understand what CJM is and how it can be useful for your business.
Customer Journey Mapping as Research
Using the example of CJM, which we developed for the experience of visiting the city, you can see what exactly can be explored:
- Key milestones and steps of interaction between the client and the company
- What task does the client face, in what context does it happen (plan a budget, get a list, etc.)
- What does he think? What questions does he ask himself and the company representatives?
- What is he doing exactly at this moment? The key steps that the client takes at one stage or another of interaction with the company (searches and compares information, tries to get advice by phone, goes to the branch, etc.).
- Where exactly are the points of contact where the interaction takes place? (website, social media, short number, street, terminal)
- Rating of guest sensations, his satisfaction from this stage
- Pain points in customer experience
- "Points of growth" for the company and offers of consultants
The data to fill in such a table cannot be based on guesswork. Before starting to develop a map, a company needs to decide on “personas”, portraits of its typical customers and the “best” customers that they would like to attract.
And after determining this circle and the nature of the "persons", it is necessary to conduct a survey of customers about their journey, the process of interacting with the company in order to understand their motivation, goals, buying habits and pain points. No need to console yourself with the hope that we understand the desires of our customers. Very often, in the process of such research, we discover a lot of new things and see our services from an unexpected angle.
What else can be included in your Customer Journey Map?
The more detailed the map is, the more clearly it reflects the path of interaction with the client, and the more likely you are to be able to identify areas for further improvement. Therefore, it is necessary to include in the discussion any additional questions that may clarify this path. For example, you can add, as shown in the map below from Heart of Client , how much time each stage takes the client.
Describe opportunities for improvement
The map itself is not the result of the work, the map is only a tool for measuring and evaluating your service. If the card does not lead to concrete changes and improvements in the organization and in the customer experience, it will simply become a path and a beautiful symbol of a waste of time.
After identifying key steps, touchpoints, emotions, and customer questions, a coaching session can be held to identify opportunities for process optimization or improvement.
For example, this illustrative map from the Smart Cities project shows how the city of Edinburgh can improve public and city services.
Analyze and be prepared for unexpected discoveries
The value of CJM increases when you are able to correlate results with other enterprise data such as NPS survey data, social media mentions of the enterprise, user experience, and others. For example, in our study of the hospitality of the city of Almaty, we found that the willingness to recommend a city to visit is directly affected by the feeling of security of a foreign tourist during the stay.
How are discoveries waiting for you in your customer journey map?
The material was based on the translation of an article by Neil Davey. The material is supplemented with author's comments and links.
This is a unique process that will help you identify customer pain points and optimize design and marketing based on this data.
Have you ever noticed that your shopping experience in a brick-and-mortar store is significantly different from the experience you get from emails or catalogs of the same brand? Perhaps the level of service varies significantly in the store and, for example, when calling a call center.
Sometimes this is true, but sometimes not. Such famous brands like Tiffany, Ritz-Carlton, and Tesla offer the same experience to their customers through different touchpoints, whether it's emails or employee greetings in the chain's stores. And it's no coincidence - they carefully thought and planned all your interactions. As soon as you come into contact with one of these brands, whether you visit their website or enter a store in mall, the attitude towards you will be identical.
So how can other less experienced brands that don't offer luxury products and services achieve the same consistent cross-channel customer experience? Where should you start?
Will help with this creation of interaction maps. This is a unique tool that allows you to determine the feelings of customers during interaction with your product or service from the very first acquaintance to the end of the experience. In this article you will find step by step instructions to develop interaction maps that will help you improve the customer experience and, more importantly, ensure that your brand experience stays the same across all touchpoints.
If you hope to control the customer experience, then your company must first and foremost focus on customers and put their interests first. It's important to make every touchpoint consistent throughout the interaction path to create a positive brand experience. But where to start?
Step 1: The Customer Journey: Activities and Tasks
What does a customer's first interaction with your brand usually look like? To answer this question, you must determine all the points of his journey. The first step in creating an interaction map is to map out all of the customer's interactions with a product, service, or brand. That's what it is actions and tasks.
For example, if you are a mortgage lender, the first step for your client might be to get a leaflet about special offer to the house next door. If you have opened a new store, then potential client can start interacting with your brand while walking around the mall. This is what actions are. It is very important to fix the very beginning, the middle and the very end of the interaction.
Designation of actions and tasks on the map
- Before you can map activities and tasks on an interaction map, you need to define the customer journey using testimonials or interviews and surveys. It is very important. If for some reason you are unable to obtain information from customers, please contact the customer support service of your office.
- In order to indicate activities and tasks on the map, you will need to identify the actions that your customers take during the interaction. For example, if you own a store, the first experience might be when a customer walks through the mall. It is very important to evaluate all possible points of contact on all channels. Probably, many customers learned about the opening of the store from flyers or email newsletters, and not while walking around the mall. Be sure to include this information on the client's travel map.
Step 2. What do your customers think and feel?
Now that you've designed your customer journey map, now's the time to add customer emotion to it. That's what it is thoughts and feelings. Get this information you will also be able to from surveys and interviews, so be sure to add relevant questions to them.
The emotional dimension of the customer journey is very important. Using this information, you will be able to determine the most effective and simple ways meet customer expectations and make them happy. You will also understand what they expect from your brand and what they are dissatisfied with.
A customer experience map is very similar to a story. It has a beginning, a middle and an end. But, in addition to actions, it also has feelings and emotions. Tell some stories about your customers, ask the customer support team and sales team to help you with this. Compare the data from the surveys and the conclusions you and your team have reached so that the information is most accurate.
This useful exercise will help you understand how to respond to different emotions of buyers: if they are worried and doubtful, you must be convincing; if they are delighted, you should be delighted too.
Step 3. Common ground
Points of contact is any interaction and communication between customers and any person or entity associated with your product, brand or service. They all occur at some point in the customer journey and are context dependent. More often than not, these are interaction expectations that your customer has that your brand needs to meet.
You must evaluate all objects and all people with whom customers interact. In this way, you can identify those points that cause difficulties for customers. For example, your waiting room may never have pens or suitable reading material. Remember that all touchpoints include certain actions and tasks, as well as feelings and thoughts.
How to correctly identify points of contact
- Make sure you can influence the touchpoints. They do not apply to weather, traffic or other uncontrollable phenomena. If people are complaining that your waiting room doesn't have the right reading material, then that's a common ground and a good idea to improve service levels. You just need to offer interesting magazines to your customers.
- Perhaps, in the process of identifying common ground, you will notice that the same topics are often raised, or similar words and phrases are encountered. Be sure to take this into account when drawing up an experience map in order to evaluate the full picture later.
Step 4. Stages
Now you can appreciate the full picture. Great job! Take a step back and look at the entire travel map. What do you see?
As with any good story, there are chapters that relate to the beginning, middle, and end of the story. You can now segment your customer journey into stages. This will help you better understand the process and identify areas that need more attention. You may notice that there are more low scores at the very beginning of the interaction. Based on the information received, it is possible to choose the right solution for each stage, which makes the compiled map a real strategic tool.
Let's go back to our example. If you define milestones for a store, they could be: Step one is "Shopping at the mall", step two is "Get to know your store", then "Store experience", "Impression" and "Product return" or "Product Use". As you can see, the options here are almost limitless. In doing so, you must make sure that all of the highlighted steps represent the activities, tasks, feelings and thoughts of the customers, as well as points of contact.
California State Vehicle Registration Experience
Now let's move from theory to practice and look at a real-life example, and also try to map it and identify opportunities for improving customer experience.
So, government agency California Motor Vehicle Registration (DMV) is not the most fun place to visit. But what have they done to make it easier for them to interact with their customers? Over the past few years, the organization has been trying to save money by reducing hours of operation and making many services available over the Internet. This helped to automate the process and cut costs. In addition, the organization has always tried to reduce the waiting time for visitors. In this regard, it became possible to make an appointment online. Unfortunately, many citizens still do not know about the existence of this service, which significantly reduces the time it takes to receive required documents. And what's worse, people are still spending great amount time sitting in line.
Brief map of engagement with DMV
Actions and tasks:
- I received a message from the organization that my license is expiring and I need to renew it and take a new photo.
- I went to DMV.ca.gov and made an appointment.
Thoughts and feelings:
- Receiving the message made me feel uneasy.
- I began to wonder if I could make time in my schedule to visit the DMV.
- Luckily, scheduling an appointment online can save you time.
Points of contact:
- Message about the need to update rights.
- Booking an appointment online.
Conclusions:
- People who don't speak English language will not be able to book an appointment.
- Making an appointment does not guarantee time savings when waiting, nor does it define a specific time frame.
Capabilities:
- Offer a choice of other languages when sending notifications and for the online booking service.
- Define approximate time expectations based on the number of appointments already scheduled for that day.
- Provide visitors to the organization with information about the estimated wait time for people who made or did not make an appointment.
Stages:
- Appointment booking.
- Organization visit.
- Assessment of the situation, interaction with employees.
- Homecoming.
- Getting new rights by mail.
By evaluating the findings and considering the opportunities presented, DMVs can significantly improve the customer experience.
What's next?
Here are some tips to help you keep everything in mind before you start designing your own map:
- Remember that the journey always represents the client. Focus on the insights gained from studying each stage of the journey, each touchpoint across all channels: the feelings, thoughts, and actions of the customers.
- Don't forget the context for each step. What are the points of contact, what channels do you observe at each stage? What places customers visit, when, who they interact with in the process: with your employees, online support or salespeople. Assess all the activities and tasks that bring customers to your brand initial stage and during interaction.
- List all the touchpoints, actions, and emotions, then evaluate the problem areas, as well as the most effective ones. Draw appropriate conclusions and formulate opportunities for improving the interaction experience. Remember, identifying opportunities to overcome travel pain points goes a long way in developing a strategy to deal with emerging issues.
- Don't forget to include the people and objects your customers interact with, as well as how long it takes them. This will help you understand the big picture of the brand experience across all channels.
- Finally, be sure to communicate with other members of your team. Combine all the data you have to improve the customer experience every step of the way.
2 years ago
Experience Map shows the path a customer takes when they interact with a product or service. It also shows what your competitors and your business are doing in the context of this journey.
Capturing the experience from the customer's perspective helps organizations identify strategic opportunities, customer pain points, and launch innovative projects.
Why build an experience map?
The experience map helps organizations see the big picture and make decisions about what to focus on based on research. When you see the big picture, you can:
- Identify projects and build a work roadmap
- Identify opportunities for innovation
- Understand where user experience is currently well supported
Researching
A typical question in user research
There are many types of surveys that can be used to build a map. Some of them include:
- Ethnographic research
- In-Depth Interviews
- Guerrilla research
The type of research you choose can affect the quality of the data you get. I would not like to dwell on research methodology now, since this is a large separate topic. If you want more information on how to do user research, I recommend reading Interviewing Users by Steve Portigal.
In an ideal world, you should transcribe all interview audio for analysis. Analyzing this amount of data can take weeks, depending on the amount of research done. It's not ideal in a world where budgets are tight and it's important to be first to market.
An alternative approach is when the interview is conducted by two people. One person directly interviews while the other takes detailed notes. After that, you can use these notes for analysis.
Study Analysis
It is important to formulate the selection according to a certain structure and from the user's point of view.
Action: I am a "verb"... Example: I complain about this thing
Feeling: I feel... Example: I'm mad at this broken thing
Thought: I think... Example: I think this item is of poor quality.
Sample notes + analysis of someone buying a washing machine
After you complete the analysis, write all the actions and feelings on the sticky notes. Remove "I" from actions and "I feel" from feelings. This will help make the map less cumbersome and more readable.
Grouping Behaviors and Feelings
Group what people do (behavior) and feel by customer goals. Depending on the product or service, you might have 40-80 goals. An example of a goal would be "Pay for something".
What people do and feel when they pay for something
Prioritizing behavior and feelings
Under the goals should be people's actions (behavior), positive feelings and negative feelings.
Arrange the individual actions and feelings in the order that best fits the purpose or the number of mentions in your notes.
Goal ordering
No customer will demonstrate all the types of behavior that are encountered when interacting with a product or service. The map reproduces the behavior, feelings and thoughts of all clients. Also, not all people achieve these goals in any particular order.
And this is your task - to determine the order of goals, based on the results obtained. Once you've arranged your goals in a certain order, break them down into groups or stages of gaining experience.
Name the steps using present tense verbs to capture the behavior that occurs over time.
Step examples: choose, buy and others.
Putting a business on the map
Representative representatives from each line of business, gathered in one room, will help you capture product features that help or don't help support user behavior.
Good and bad business properties mapped
Putting competitors on the map
Capturing what your competitors are doing well in the context of the entire experience is not easy. The best way to do this is to conduct a long-term study.
Long-term research is a field research method in which data and observations are collected from many participants over time.
Diary research is my favorite type of long-term research. They can last several weeks or months. This study will capture interactions that may not be visible to your organization - such as contacting competitors for a price.
In this case, we will see a number of delightful moments of interaction with a product or service where competitors excel. Most convenient way collect these moments - ask the participants to use mobile app. One app worth checking out is nativeye.
An alternative to diary research is competitor analysis through desk research. But you will get significantly less understanding of what your competitors offer to their customers.
Drawing views
Now it's time to add information about what your customers think about your product or service.
Extract from your analysis what customers are thinking and group similar "I think" stickers into groups. Name each group so that the name characterizes all the stickers. These stickers will represent people's views on the product or service.
These views should remain off the map for two reasons. Mixing behavior, feelings and thoughts breaks the sequence of the card. Also people's thoughts are what they think about the product in the abstract, not how they use it.
Business Card Presentation
Once the map is complete, host a workshop with product owners to discuss ideas for road map. Present the experience map as you go through each of the phases, including the competitor/business part.
It's easy to forget that business decisions affect real people. When you present the card to the employees of your company, you should tell them real stories that have been heard in user research.
Explaining stories to stakeholders will increase the organization's empathy for customers and help them make better decisions in the future.
Opportunity Identification
You will see details that do not correspond to the behavior of the client. Strategic designs will also become apparent when you factor in competitors.
Building a roadmap of work
No matter how much evidence you give to an organization, when it comes to creating a roadmap, other factors come into play. The Experience Map is not an internal policy decision, but you can rely on specific customer evidence to help you prioritize.
The first step in creating a roadmap is prioritizing your list of ideas. I recommend using a set of criteria to help you prioritize potential projects. You can rate each project based on a set of criteria.
Evaluating potential projects is a subjective process, but you can use the experience of an expert in the problem area and any data that will help you.
Criteria example: Technical aspects
Grading expert: Lead Developer
Use the individual tabs to add comments from an expert in the problem area to explain each score. In this case, any decision maker who questions the estimate will be able to delve deeper.
Prioritizing projects is not as easy as evaluating them. Each initiative is likely to have its own dependencies and limitations. Therefore, sometimes it will be more efficient to collect some work in a group.
At the end of the day, when you have a prioritized list of projects, you should make a plan using common sense.
Experience card template
Basic experience map template
If you'd like to build your own experience map, you can use the omnigraffle template I created to help you get started. You can .
Despite mountains of data and innovative data processing practices, the stars of many companies are still quite dim in this regard. And sometimes all it takes to be successful is to map the consumer journey well.
Each customer interaction with the company has a certain impact on customer satisfaction, loyalty and bottom line. Planning the customer emotional landscape by creating a consumer journey map (CJM) will deepen the relationship with the user.
One way to differentiate yourself from your main competitors is to increase your understanding of what your customers experience when they interact with your business. This opens up simply limitless possibilities for making effective improvements and innovations in your services or products. And the most powerful tool for increasing customer understanding is the consumer journey map (CJM). This technology not only tells the different stages of the customer's relationship with your company, but also helps identify potential gaps in these relationships and suggests what the consumer needs and expects from the company.
At its core, this map is a strategic, systematic approach to documenting and analyzing what we call customer experience. It's akin to trying on a client's shoes and walking around in them. Ultimately, the consumer journey map will not only provide additional opportunities to delight customers, but also improve their "trip in the same compartment" with your company.
Every brand that wants to remain competitive and survive today's drastic tectonic market shifts must reevaluate the way they do business and how they build relationships with their customers. Bridging the gap between companies and consumers should be a top priority for any business. But this requires a new set of skills, methods and tools.
A customer-centric approach, like design thinking, social and service design, has emerged solely because it promises many tools to help bridge the gap between business and ordinary people. In this article, we'll show you how to use the Consumer Journey Map to not only facilitate campaigns and improve service delivery, but also to develop a culture of innovation.
What is a consumer journey map?
This tool tells everything about the customer experience: from the first contact to the conclusion of a deal that develops into a long-term relationship.
The map can be focused on a specific part of the "journey" or provide a detailed overview of the entire client experience. It always identifies the key points of interaction between the client and the company and talks about his feelings, motivation, expectations and questions that he has.
Such a map can take many forms, but is typically a visual or graphical interpretation of a story, usually in the form of an infographic. But whatever its "reincarnation" may be, its goal is always the same - to allow the brand to learn more about its client, interacting with him over a certain period of time and through various channels. It is a story told from the customer's point of view that helps companies build relationships with consumers based on respect, consistency and trust.
All companies have business goals, and customer journey maps can serve as an auxiliary component of a customer retention strategy in project decision making.
Why you need to create "travel maps"
The customer journey map is a very powerful tool.
If you are a designer, this will help you understand the user in the context of the task at hand. You will get a clear idea of where the user comes from and what they are trying to achieve.
If you are a copywriter, this will help you understand what the user is worried about and how he feels.
Managers can learn all about the consumer experience. They will clearly see how customers move through the sales funnel. In turn, this will provide an opportunity to enhance the digital experience and differentiate it.
The customer journey map points to gaps in service quality, including:
▪ user transitions from one device to another;
▪ inconsistent actions of different departments of the company, which can lead to customer frustration;
▪ gaps between different channels.
First of all, the "journey map" makes any company "customer-centric". That is, one that makes the client the cornerstone of their thinking. This tool shows how media is changing consumer habits and behavior, helping companies quickly adapt to new market trends. It's great when a brand builds an altar to their customer's needs. But the most important question is where to start?
How to use the "travel map"?
Customer engagement is not just a series of interactions, persuading people to visit a website, like something on Facebook, or download a mobile app. Genuine engagement means focusing on interoperability and determining how and where companies and consumers can coexist harmoniously. Therefore, it is extremely important to think about how your company / brand / product / service fits into the lives of customers.
Start with the most important thing - illustrate the customer experience. This will help to understand how he wants to be communicated with him, what he thinks, feels, sees, hears and what actions he takes. In other words, PPCs help us answer all the “what ifs” that arise during research and concept development.
What are the components of a "travel map"?
"Must-haves":
▪ Persons: protagonists illustrating the needs, goals, thoughts, feelings, opinions, expectations and pain points of the user.
▪ Timeline: a finite amount of time (for example, a week or a year) or variables (awareness, decision or purchase).
▪ Emotions: ups and downs illustrating frustration, anxiety, happiness, etc.
▪ Points of contact: consumer actions and their interaction with the company.
▪ Channels: where exactly the interaction takes place (website, mobile application, call center, store).
Well, if there is:
▪ "Moments of Truth": A positive interaction that leaves a lasting impression.
▪ Minor characters: people (for example, friends or colleagues) who can share experiences.
Map creation process
1. Define goals
Define specific organizational goals for the product or service from which you map the customer journey.
2. Explore
Do research to provide an understanding of customer experience. You can analyze the results of research conducted by other companies: customer interviews, contextual help, customer support/complaint registration, web analytics, social media analysis and competitive intelligence.
3. Common ground and brainstorm channels
Generate a list of customer touchpoints and channels. Brainstorm additional touchpoints and/or channels that could be included in future user journey maps. For example, the point of interaction could be "bill payment" and the channel associated with that touchpoint could be "online payment", "mail payment", or "cash".
4. Map of empathy
An empathy map is a description of various aspects of a person and their experience within a given scenario. This helps to organize all the observations, provide a deeper understanding of the customer experience and extract insights that will tell the consumer what the consumer needs.
5. Map sketch
Drumroll. This is the part you've been waiting for! It's time to put all the pieces of the puzzle together: timeline, touchpoints, channels, emotional ups and downs, and everything. best ideas teams designed to improve the consumer journey in the future. At the same time, declare a moratorium on templates - only unlimited creative possibilities!
Customer Journey Mapping Plan
Step one: define "personas" and typify the clients for whom you are creating a map.
step two: Identify the different stages in which a customer interacts with your business. Calculate all touchpoints and channels used in each touchpoint.
Step Three: you must learn about all the expectations and desires that the client has at one or another point of interaction. Then you should find out how your product or service meets these expectations. Eliminate all gaps.
Step Four: The map tells all about the customer's interaction with the brand, but often things go wrong on the journey. Describe the emerging obstacles and "forks".
Step five: Document the emotional reactions of clients at every stage of their journey.
Step Six: identify "moments of truth" that are decisive in the consumer journey. It is at these moments that the client makes a firm decision about the quality of your product or service.
step seven: Analyze potential opportunities to improve customer service.
Step eight: using the received insights, you can make a list of specific actions to implement all the improvements and innovations.
And remember. Only if you have winning cards in your hand, you can play not only honestly, but also successfully. Good luck to all new cartographers!
Materials used in the preparation of the article