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A customer journey map is a visual representation of the customer’s paths via various touchpoints to achieve a goal with your company. The map breaks down the entire customer journey into phases. It aligns with a goal, action, and touchpoints to improve the quality of your customer experience, ensuring consistency and seamless experience across all touchpoints and channels. There are five types of customer journey maps, depending on the purpose you have:
A customer journey map (CJM) analyzes how customers experience your product or service throughout the journey. It involves identifying and visualizing the experience across all the touchpoints and channels. Customer journey maps are built on empathy and research. Mapping customer journeys allow you to understand your business to improve customer experience and enable you to:
Before you can dive into creating your map, you need to define your goals and target persona. Persona is a fictitious customer with all their demographics, goals, and motivations of an average customer. The persona should be defined in real-time collaboration with your teammates and should include all customer data such as demographics, skills, touchpoints, goals, motivations, and pain points.
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Based on the persona, define how, when, and where customers discover your company, research your products or services, choose you over competitors, purchase from you, and maintain a relationship with you. Stages are the backbone of the customer journey. You can define steps by understanding customer goals.
Let’s take a customer journey in a retail store. Put yourself in the customer’s shoes and think of all the possible touchpoints and channels that are likely to go through in the store. Having a list of touchpoints and channels, you can quickly come up with the names for the customer journey stages.
Touchpoints and channels are essential elements when it comes to mapping the journey. A touchpoint is a moment in time when an interaction happens between a customer and your business such as product demonstrations, signing up for a newsletter, booking a flight, etc. while channels are the medium of communication between the company and the customers such as phone calls, social networks, website, live chat, etc.
Data can be collected via interviews with users and customers, online surveys, team discussions, and observations. Typically, a customer journey map is created using data from primary research, such as personal interviews, focus group sessions, brainstorming and shadowing, and secondary research such as gathering and collaborating over information from databases within the organization, websites, social media, and so on. Techniques used are brainstorming, usability testing, business model canvas, experience mapping, mind mapping. The important thing here to consider is to reach out to the actual customer with the right questions to ask. Some of the questions can be:
Moment of truth (MoTs) is an essential element of the customer journey map. MoTs represent points in a customer journey when an event occurs, and that shapes the opinion about your company. These can be touchpoints where your customer either forms a positive or negative perspective about the company. These moments define whether the customer will retain or not.
Once you have all the information required, visualize, and add the information on the map. You now have an inventory of resources and highlight the points you’ll need to add in the customer journey. Combining all the data into the map, you will have your first draft of the customer journey. Your map should be constant work in progress. Review it on and make necessary changes. This will help you identify the gaps and opportunities for improvement. Using a customer journey map can allow you to predict how these touchpoints impact your business and derive value.
There is a lot to consider when you are creating a customer journey map, but the best way to map the customer journey is to take a walk in their shoes. Some of the tips to consider while mapping is:
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