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.
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.
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.
Source: Nielsen Norman Group