When and How to Create Customer Journey Maps


TL;DR Summary

What is a customer journey map?

A visualisation that a person goes through in order to accomplish a goal. It’s important for understanding and addressing customer needs and pain points.

Journey maps combine storytelling and visualisation in order to obtain a shared vision.

Journey mapping creates a holistic view of the customer experience and hence, it can bring together different groups and stakeholders within the organisation to collaborate and spur growth.

Why do you need a customer journey map?

  • Shift a company’s perspective from inside-out to outside-in — journey map helps to shed light on real human experiences that often get overlooked.
  • Break down silos to create one shared, organization-wide vision — as the map charts the whole journey of the customer, it can help to create cross-department collaboration.
  • Assign ownership of key touchpoints to internal departments — journey map creates clarity of the ownership of departments to the touchpoints in the customer journey.
  • Target specific customers — helps the team to focus on a specific persona and explore ways to target them, or to explore a different persona.
  • Understand quantitative data — helps you to understand the causes of some changes in your analytics data.

Key elements of a customer journey maps?

  • Point of view
    Create an actor/persona. Use only one point of view per map.
  • Scenario
    Determine the specific experience – is it a new or existing user journey? Describe the event and the user’s goals.
  • Actions, mindsets and emotions
    Understand the users’ action, thinking and feeling via qualitative analysis.
  • Touchpoints and channels
    Align the times when the actor interacts with you (touchpoints) and the method of communication (channels). This is where you can identify inconsistencies and disconnected experiences.
  • Insights and ownership
    Uncover gaps, assign ownership, then take action.

Rules for creating successful journey maps?

  • Establish the “why” and the “what”
    Identify the business goal that your journey map will support.
  • Base it on the truth
    Gather research via qualitative and quantitative methods.
  • Collaborate with others
    The process itself is often the more valuable part. Invite stakeholders from different backgrounds.
  • Don’t jump to visualisation
    Make sure the data is synthesised completely before beautifying it.
  • Engage others with the end product
    Make the journey map a “living experience”. Explore beyond the digital documentation. Make it a memorable experience.

Notable Quotes

Journey maps combine two powerful instruments—storytelling and visualization—in order to help teams understand and address customer needs.

Journey mapping should be a collaborative process informed by well-defined goals, and built from research. It requires hard work to keep the process on the right track and to build the buy-in needed to evangelize the insights it provides.

Recommended Reading

RRecommended book - 100 things every designer needs to know about people by Susan Weinschenk

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Source: Nielsen Norman Group

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