A customer journey map is an important concept. Many people do not fully understand what is it and why create one. To keep it simple, a journey map is merely a diagram that shows the steps customer(s) go through when interacting with a company. It is common to interact with companies in multiple ways such as shopping online and visiting a retail store. The need for a journey map becomes most important as the number of touchpoints increase and when the customer buying path gets complex. There are many ways to create a journey map. They may look visually different from one organization to another, yet they have a few common components regardless of design.
3 consistent elements that need to be Part of every Journey Map:
- Personas. Commonly known as specific customer segments. A Journey Map accounts for how target audiences think and feel, their expectations, perceptions and more.
- Touchpoints. Journey maps identify a series of steps that customers go through as they proceed through lifecycle stages and channels. The different phases are often referenced as “LBGUPS,” which stands for Learn, Buy, Get, Use, Pay & Support. If any point is dissatisfying, customers may switch to a competitive brand.
- Data. Quantitative and qualitative insights bring the customer to life. it is good to leverage both Internal (i.e. website analytics) and external sources (i.e. social media).
Why Do Journey Mapping?
- Enables teams to understand their customers and create desired experiences in support of launches (products, services, websites, etc).
- It helps organize information in one place with the ability to identify actionable improvement opportunities.
- Enables cross-teams to prioritize decisions together and focus resources on fixing customer pain points.
- Serves as a communication tool and effective for employee training. Keeps everyone on the “same page.”
- Helps leaders identify operational inefficiencies to ensure employees are spending time on activities that add value for customers.
What a Journey Map Is Not:
Journey mapping is an effective method for understanding your business from a customer’s point of view. On the contrary, it is NOT meant to be designed from internal employee perspectives. Likewise, the end goal of journey mapping is NOT for the sake of creating a pretty document.
As Janessa Lantz articulates perfectly, “Every Customer Journey Mapping session should end with clear direction on what is happening next and who is responsible for making that happen. The most value from Customer Journey Mapping is not derived from the Journey Map itself, but from the actions that follow.”
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- Successful ways to drive improvements and “close the loop.”
- Useful methods to gauge customer satisfaction, sentiments and other metrics across touchpoints. Net Promoter Score (NPS) is a standard measurement but should not be used alone to understand the root causes of customer pain points. Read more about the NPS debate and my perspective of the Wallstreet Journal article.
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