Custellence | The Customer Journey Mapping Tool - Easier, Faster and more Collaborative. Take Customer Journey Mapping (Experience Mapping, User Mapping) to the next level. Learn how Custellence helps you to spend more time delivering a better Customer Experience and less making customer journey maps.

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Make Customer Journey Mapping
easier, faster and more collaborative
Documentation to the webbinar https://goo.gl/jbawDX
Hosted by: Daniel Ewerman | CEO Custellence.com
& Marc Fonteijn | Co-founder 31Volts | ServiceDesignShow.com

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1. I don’t know that much about Customer Journey Mapping
2. I have been participating in Customer Journey Mapping
3. I work with Customer Journey Maps on a daily basis
Your experience of Customer Journey Mapping?

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Do you use any specific tool today
for Customer Journey Mapping?
Yes, what? / No?

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Agenda
§ Why Customer Journey Mapping
§ The story about Custellence
§ Tour in the tool
§ Map structure
§ Custellence in your daily work
§ 6 biggest Customer Journey Mapping mistakes - and what to do instead
§ Live participants exclusive offer

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Why Customer Journey Mapping?
…or Experience Mapping, User Mapping, Emotional Mapping

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The winner is: The one knowing the
customers’ best and have the ability to
transform that into offers
Why map the Customers Journey?

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The Customer Journey Map visualizes your
business from your customers perspective.
… and enables you to improve based on the
customers reality and needs!
Why Customer Journey Maps?

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What is a Customer Journey Map?
TIME LINE
CUSTOMERS PERSPECTIVE
ACTIONS / SOLUTIONS /
ORGANIZATIONS PERSPECTIVE

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Customer activities and
situations organized in
a time line
An activity could be “waiting for
answer” and a situation “What is
applicable for me”
What is a Customer Journey Map?
TIME LINE
CUSTOMERS PERSPECTIVE
ACTIONS / SOLUTIONS /
ORGANIZATIONS PERSPECTIVE

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All organizations have
Customer Journey’s, some just
don’t know what they look like
Don’t forget!

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The story about Custellence

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Service Design pioneers behind Custellence
Award winner in the Category:
Cultural and Systemic Change
within the Public Sector
Transformator Design is one of the world's first agencies specialized in Service Design &
Customer Experience. They have helped hundreds of organizations to foster love from their
customers throughout the past 19 years.

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The story about Custellence

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• How to go from a project deliverable to a change plan?
• How do we share the map in the organization?
• How do we create ownership in the organization?
• How to keep updating the maps?
• How to save all meta data like e.g. customer insights?
• How to solve the problems with different versions?
• We needed a fast, easy and collaborative tool
• We needed a versatile tool to work more freely and
adapt to different projects?
• A map focused tool for any type of Customer Journey
Map, Experience Map, Service Blueprint
• We needed more information hierarchy levels
• A tool that empowers designers and not replace us
The story about Custellence

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The story about Custellence
SO WE TRIED AND EVALUATED
eliverable to a change plan?
in the organization?
wnership in the organization?
maps?
ike e.g. customer insights?
e problems with different
ollaborative tool
work more freely and adapt
type of Customer Journey
vice Blueprint
hierarchy levels
rs and not replace us

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The story about Custellence
BUT WE WERE DREAMING OF
eliverable to a change plan?
in the organization?
wnership in the organization?
maps?
ike e.g. customer insights?
e problems with different
ollaborative tool
work more freely and adapt
type of Customer Journey
vice Blueprint
hierarchy levels
rs and not replace us
MUSIC
SEQUENCER

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The story about Custellence
NCER
SO, IN 2014 WE STARTED TO DEVELOP
ü Create your own pattern
ü Fast, easy and intuitive
ü Real time collaboration

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The story about Custellence
INDEPENDENT
COMPANY
SINCE 2016

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Tour in the tool
Basic functions

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MY MAPS
INSPIRATION
HOW-TO VIDEOS
Map list

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The map

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A - LANE CATERGORY – e.g.
Customer Lanes, Touchpoint
Lanes
B - LANE – e.g Customer Phase,
Digital Touchpoint
C – SUB LANE – e.g. Needs,
Concept images or Documents
Information hierarchy
A
B
C

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1 – CARD LANE
2 - CARD
4 - SUBLANE
3 - CARD DETAILS
5 – CURVE LANE
6 – LANE CATEGORY
Key elements

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1 - TEXT OR LINKS
2 - IMAGE
3 - DOCUMENT
Card details

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ICON
Icons and images
CARD IMAGE

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2 -CREATE
1 - STAY
3 - REMOVE
Card status

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NAVIGATION
TRASHBIN
MENU

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COLLABORATION
SHARE
TRANSFER OWNERSHIP
DOWNLOAD
Menu
MAP ARCHIVE

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…to the tool
https://custellence.com/

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Map structure

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ONSTAGE
BACKSTAGE
CUSTOMER JOURNEY

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CUSTOMER PHASES
CUSTOMER SITUATIONS
EMOTIONAL CURVE
PROMLEM AREAS
SOLUTIONS CONCEPTS
DEVELOPMENT AREAS

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Describing – BEFORE / DURING / AFTER
Describing the activities during BEFORE – e.g. RESEARCH DIFFERENT
ALTERNATIVES or SIGN UP
Describing the steps in SIGN UP – CHECK IF TIME FITS, LOG IN, CALL
GRANDMOTHER
Describes the steps when the customer clicks through
Map granularity
Level 1
Level 2
Level 3
Level 4

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Map granularity

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Links in Maps
Link to a detailed map

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Custellence in
your daily work

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Use Custellence to…
Maintain the
knowledge
Documenting & saving
Set change in
motion
Sharing & involving
Improve
continuously
Updating & Measurement
Organize around
customer needs
Focusing and prioritizing

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Custellence is just a tool.
- People will create the magic!
Custellence
drives and
enables a new
way of working!
Custellence is a
tool handling the
customer and
organization
intersection in a
dynamic way

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Start train your skills by copying this Family Vacation Map
During AfterBefore
Pay the bills Remember experienceTravel homeExperience vacationTravel to location Packing up Dream about next
vacation
Book travelSelect vacationExplore optionsDesire for travel Packing
Making checklistsFind out about school
vacation
- Talk to friends
- Search online
Matching timeslot to
possible vacation
Book online Googling new travel
locations
- Endless washing
- Finding the family
cat dead
Looking at images
Wakeup usually earlySinking ship
site's
Stressful to
match travel with
accomodation
Can we really do
something about
this?
Not
understanding the
bill
Stressful to
prepare and
make sure everything
is set
Sending preparation
and countdowns
More clear bills Help to dream & bookOther options Timespan solution
Help with inspiration Have a regret optionAlso getting
suggestions on other
locations the same
time slot
&
other times for the
same locations
Link to a logg-in site
to get a good
explanation
Using the customers
wording
- Packing lists
- weather at location
New Category
Customer phases
Customer
Customers journey
Activities
Category Name
Customer
Emotional state for
the customer
CX explanation
On Stage
Potential
opportunities
Idea

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1. The mistake of mapping Touch Points - you
will miss the customers reality and perspective
2. Waiting for research based customer insights
before start mapping will hold you back.
3. Get lost by mixing up Customer true maps
with internal belief, assumptions, wishful thinking
4. Avoid getting stuck in the middle land between
the ASIS and the TOBE map
5. Fail in implementing the changes by keeping
the mapping to a small group of people
6. Avoid the common fatal mistake of seeing the
map as a project deliverable
6 biggest Customer Journey Mapping mistakes and what to do instead
Succeed by mapping customer Activities /
Situations first, then Touch Points
Just start working with assumptions. It will
lead to a thirst for true customer insights
Tag customer true, research based insights
and separate it from fantasy
Get a better over view and progress by one
map consisting of both ASIS and TOBE
Co-create, share, create involvement and
openness – rocket fuel in the change process
The map is a starting point for an ongoing
activity, keep it updated as a change plan

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Don’t miss this!
Exclusively for live
participants!
Sign up for a Professional Custellence account
within the next 24 hours!
And get one hour of Getting-Started or
Expert-Review webchat with the team!
Thanks you & Happy Mapping!
Reach out to us at: hello@custellence.com