SlideShare ist ein Scribd-Unternehmen logo
1 von 18
Downloaden Sie, um offline zu lesen
ALL YOU NEED TO KNOW ABOUT
CUSTOMER JOURNEY
MAPPING
Realtime
Board
RealtimeBoard.com
Current  trends  prove  that  ideal  customer  experience  is  
soon  going  to  be  a  cornerstone  of  corporate  success.    
!
So  here  is  a  collec9on  of  comprehensive  instruc9ons  to  
customer  journey  mapping  from  Real9meBoard  library.  
TABLE OF CONTENTS
3 Introduction
6 What is customer journey mapping (CJM)?
7 The process of CJM
8 Gathering Information
9 Introducing the Team
10 Brainstorming
12 Illustrating
13 Creating an Action Plan and Implementation
14 Revising CJM
15 Common mistakes while CJM
16 Related reading
17 Related templates
INTRODUCTION
Customer  experience  is  considered  to    
be  the  main  opportunity  to  differen9ate  
from  compe9tors  in  2015–2020,  bea9ng  
out  product  quality  and  compe99ve  
pricing.  
!
It  means  customer  experience  will  soon  
determine  referral,  reten9on,  revenue,  
and  overall  growth  in  the  majority  of  
businesses.
3
Figure:  Econsultancy,  Adobe  B2B  Digital  Trends  2015
B2B  (607  respondents)
B2C  (893  respondents)
0% 20% 40% 60%
Customer  service  /  
customer  experience
Product  /  service  
quality
Product  /  service  
choice
Convenience
Mobile
Price
INTRODUCTION
The  study  by  customer  strategist  Esteban  Kolsky  
shows  that  most  companies  struggle  to  get  
customers’  a[en9on  and  acquire  newcomers,  but  this  
isn’t  financially  sound:  it’s  6–7  9mes  more  expensive  
to  a[ract  new  customers  than  to  keep  exis9ng  ones.  
!
That  means  the  focus  needs  to  be  on  improving  the  
experience  for  exis9ng  customers.  
4
67%of  consumers  cite  bad  experiences  
as  the  reason  for  churn
91%of  unhappy  customers  simply  leave  
without  a  complaint
Learn how to improve the experience for
existing customers by creating a
customer journey map!
The  customer  journey  map  (CJM)  is  a  visual  
graph  with  the  interac9on  steps  visitors  and  
users  go  through  to  become  customers.  
!
The  basic  CJM  template  includes  a  specific  
persona,  the  beginning–to–end  steps  of  the  
customer  experience,  and  poten9al  emo9onal  
highs  and  lows.
WHAT IS CUSTOMER
JOURNEY MAPPING?
6
Step  1 Step  2 Step  3 Step  4
+
-
-
+
THE PROCESS OF
CUSTOMER JOURNEY
MAPPING
Although  the  process  varies  from  one  company  
to  another,  here  is  one  of  the  thousands  of  
scenarios  for  CJM.  
7
Step 5
Crea9ng  an  ac9on  plan    
and  Implementa9on
Step 3
Brainstorming
Step 4
Illustra9ng
Step 1
Gathering  informa9on
Step 2
Introducing  the  team
Step 6
Revising  your  CJM
8
STEP 1:
GATHERING
INFORMATION
Start  by  se`ng  a  goal  for  CJM  workshop.  
Define  a  customer  persona  relevant  to  your  
goal  and  the  scope  of  ac9vi9es  you’d  like  to  
assess  (e.g.  from  first  contact  to  sign  up,  from  
ge`ng  a  trial  to  purchasing).  Then  gather  as  
much  informa9on  about  this  persona  as  
possible.    
!
When  gathering  this  data,  you  need  both  
quan9ta9ve  and  qualita9ve  informa9on  to  
gain  the  deepest  insight  into  your  customer.  
The  more  data  you  can  get  —  the  more  
chances  you  have  to  understand  customer  
experience  correctly.
Figure:  A  landscape  of  user  research  methods,  Chris9an  Rohrer
Natural  use  of  product
Scripted  (oden  lab–based)  use  of  product
De–contextualized  /  not  using  product
Combina9on  /  hybrid
Interviews
Focus  groups
Par9cipatory  design
Ethnographic  field  studies
Usability  lab  studies
Card  sor9ng
Desirability  studies
Customer  feedback
Diary/camera  studies
Concept  tes9ng
Unmoderated  remote  panel  studies
Moderated  remote  usability  studies
Usability  benchmarking
Eyetracking
Email  surveys
Intercept  surveys
True  intent  studies
Unmoderated  UX  studies
A/B  tes9ng
Clickstream  analysis
Qualita1ve Quan1ta1ve
A4tudinalBehavioral
STEP 2:
INTRODUCING
THE TEAM
Crea9ng  a  CJM  usually  involves  a  cross–
func9onal  team  that  represents  different  
departments  and  seniority  levels.  
!
Set  up  a  date  for  the  workshop  and  create  a  
shared  space.  Consider  brainstorming  
exercises  that  will  help  you  warm  up  the  
par9cipants  or  refresh  them  if  they  reach  a  
deadlock.  
!
At  the  beginning  of  the  workshop,  explain  the  
stakes  and  the  goal  of  the  workshop  and  agree  
upon  the  schedule.
9
Mee9ng  room Shared  whiteboard Online  tools
Shared  space
Plan  for  the  lion’s  share  of  the  9me  to  
be  the  brainstorming  ac9vity.  Select  a  
brainstorming  technique  that  you  think  
will  best  help  your  cross–func9onal  
team  generate  new  ideas  for  future  
customer  experience.  
!
The  discussion  starts  with  a  briefing  
about  the  customer  persona  and  then  
an  analysis  of  the  research.
10
STEP 3:
BRAINSTORMING
RealtimeBoard.com
Then,  the  team  should  generate  as  many  
touchpoints  as  possible  and  consider  
relevant  channels  between  them.    
!
Touchpoint  is  a  point  of  contact  between  
the  customer  and  your  product.  Each  
touchpoint  is  an  opportunity  to  
strengthen  the  rela9onships  with  the  
customer  and  move  towards  the  greatest  
customer  experience.  
!
Make  each  touchpoint  more  informa9ve  
by  adding  customer  goal  at  each  stage,  
sta9s9cs,  actual  and  poten9al  barriers,  
and  poten9al  KPIs.
11
STEP 3:
BRAINSTORMING
RealtimeBoard.com
Ader  you  have  allowed  sufficient  9me  
for  brainstorming,  the  team  is  ready    
for  the  mapping.  
!
If  you  used  a  physical  whiteboard  for  
the  CJM,  make  sure  someone  is  
responsible  for  digi9zing  the  final  
layout  –  it  should  be  an  editable  and  
shareable  work.  
!
RealtimeBoard template  allows  to  
collaborate  in  real–9me  from  any  place  
and  share  the  results  with  the  en9re  
company,  including  remote  employees.
12
STEP 4:
ILLUSTRATING
RealtimeBoard.com
13
Ader  the  map  is  ready,  analyze  whether  
each  touchpoint  gives  value  to  the  
customer.  The  gaps  between  desired  
customer  experience  and  the  one  
actually  received  should  define  your  
ac9on  plan.  An  effec9ve  plan  covers  
deadlines,  responsibili9es,  and  success  
criteria.  
STEP 5:
CREATING AN
ACTION PLAN AND
IMPLEMENTATION
RealtimeBoard.com
14
STEP 6:
REVISING
YOUR CJM
CJM  needs  to  be  adapted  to  changing  
behavioral  pa[erns,  new  tools,  and  
communica9on  channels  that  arise  
constantly.  
!
Consider  establishing  a  standard  
schedule  for  revising  your  customer  
journey  map.  During  revision  process,  
point  out  the  changes  and  achieved  
KPIs.    
!
Real9meBoard  will  save  you  9me  on  
illustra9on  if  you  plan  to  repeatedly  
revise  your  CJM.
RealtimeBoard.com
15
7 COMMON MISTAKES
WHILE CUSTOMER
JOURNEY MAPPING
CJM is created from the company’s point of view.
If  you  don’t  interpret  your  customer’s  experience,  
you’re  in  freefall.  Don't  guess,  let  the  informa9on  
speak  for  itself.  
!
CJM is an old document with restricted access.
The  customer  journey  map  should  be  a  live  
document  that  you  con9nuously  develop  with  
your  team.  
!
One CJM for all customers. Each  customer  
persona  is  unique.  You  may  cluster  them  according  
to  research  results,  but  each  group  requires  a  
specific  customer  journey  map.  
!
CJM doesn’t include an action plan. The gaps
between the desired customer experience and the
one actually received should be your action plan.
CJM deems some touchpoints unimportant and
skips them.  You  need  to  account  for  every  point  
where  your  customer  comes  into  contact  with  
your  business.  
!
Customer journey analysis concentrates on the
bad experience. Although  pain  points  are  vital  
opportuni9es  for  increasing  customer  sa9sfac9on,  
success  points  can  poten9ally  extend  the  posi9ve  
experience  by  affec9ng  emo9onal  decision-­‐
making.  
!
CJM is a single linear path. Flexibility  is  the  key  to  
great  customer  experience.
16
This  presenta9on  is  based  on  Real9meBoard's  
customer  journey  mapping  guide.  You  can    
read  it  on  our  blog.  
!
However,  this  framework  isn't  set  in  stone.    
It's  one  of  the  op9ons  meant  to  assist  you  in  
understanding  the  process  of  CJM  be[er  and  
star9ng  it  easier.  
!
Feel  free  to  customize  the  process  and  
improve  it  from  one  revision  to  another,  but  
avoid  the  mistakes  we  men9oned.
RELATED
READING
Integrate  CJM  with  customizable  
templates  like  Persona,  Empathy  Map,  
Service  Blueprint,  and  Ac9on  Plan  to  
improve  the  process  and  get  more  
streamlined  interface.  
!
Check  out  the  Customer  Journey      
demo  board  to  learn  how  to  use    
them  together.
17
RELATED
TEMPLATES
RealtimeBoard.com
New to RealtimeBoard.com?
Try it now!
Hurry up to get a 30% discount
with code CJM30 Realtime
Board

Weitere ähnliche Inhalte

Was ist angesagt?

Customer Journey Mapping Touchpoints PowerPoint Presentation Slides
Customer Journey Mapping Touchpoints PowerPoint Presentation SlidesCustomer Journey Mapping Touchpoints PowerPoint Presentation Slides
Customer Journey Mapping Touchpoints PowerPoint Presentation SlidesSlideTeam
 
Ux - Customer Journey Map
Ux - Customer Journey MapUx - Customer Journey Map
Ux - Customer Journey MapAshfan Ahamed
 
Customer Journey Mapping
Customer Journey MappingCustomer Journey Mapping
Customer Journey MappingKaran Kumar
 
Customer Journey Experience Map
Customer Journey Experience MapCustomer Journey Experience Map
Customer Journey Experience MapPresentationLoad
 
Customer journey mapping and innovation
Customer journey mapping and innovationCustomer journey mapping and innovation
Customer journey mapping and innovationLivework Studio
 
Customer journey maps
Customer journey mapsCustomer journey maps
Customer journey mapsRAMIALHATAB
 
Consumer journey analysis powerpoint presentation slides
Consumer journey analysis powerpoint presentation slidesConsumer journey analysis powerpoint presentation slides
Consumer journey analysis powerpoint presentation slidesSlideTeam
 
Create a User Experience Mindset Within Your Organization by Conducting Custo...
Create a User Experience Mindset Within Your Organization by Conducting Custo...Create a User Experience Mindset Within Your Organization by Conducting Custo...
Create a User Experience Mindset Within Your Organization by Conducting Custo...UXPA International
 
CX Strategy - Presentation to the Human Centred Design Group, Dubai dubai ...
CX Strategy - Presentation to the Human Centred Design Group, Dubai    dubai ...CX Strategy - Presentation to the Human Centred Design Group, Dubai    dubai ...
CX Strategy - Presentation to the Human Centred Design Group, Dubai dubai ...User Vision
 
The Customer Journey
The Customer JourneyThe Customer Journey
The Customer Journeyprosumerlab
 
Customer journey map
Customer journey mapCustomer journey map
Customer journey mapRolly Seth
 
The customer journey mapping canvas - Nishad Ramachandran
The customer journey mapping canvas - Nishad RamachandranThe customer journey mapping canvas - Nishad Ramachandran
The customer journey mapping canvas - Nishad RamachandranDMAasia
 
Customer Journey PowerPoint Presentation Slides
Customer Journey PowerPoint Presentation SlidesCustomer Journey PowerPoint Presentation Slides
Customer Journey PowerPoint Presentation SlidesSlideTeam
 
Omni channel presentation
Omni channel presentationOmni channel presentation
Omni channel presentationSubhajit Bera
 
Customer Experience Journey Mapping
Customer Experience Journey MappingCustomer Experience Journey Mapping
Customer Experience Journey MappingCharalabos Ioannidis
 
A Guide To Customer Experience Mapping
A Guide To Customer Experience MappingA Guide To Customer Experience Mapping
A Guide To Customer Experience MappingBryan K. O'Rourke
 
Customer journey mapping
Customer journey mappingCustomer journey mapping
Customer journey mappingJames Cracknell
 
6 Steps to Building User Personas and Why You Should Care
6 Steps to Building User Personas and Why You Should Care6 Steps to Building User Personas and Why You Should Care
6 Steps to Building User Personas and Why You Should CareHubSpot
 

Was ist angesagt? (20)

Demystifying the Customer Journey Map
Demystifying the Customer Journey MapDemystifying the Customer Journey Map
Demystifying the Customer Journey Map
 
Customer Journey Mapping Touchpoints PowerPoint Presentation Slides
Customer Journey Mapping Touchpoints PowerPoint Presentation SlidesCustomer Journey Mapping Touchpoints PowerPoint Presentation Slides
Customer Journey Mapping Touchpoints PowerPoint Presentation Slides
 
Ux - Customer Journey Map
Ux - Customer Journey MapUx - Customer Journey Map
Ux - Customer Journey Map
 
Customer Journey Mapping
Customer Journey MappingCustomer Journey Mapping
Customer Journey Mapping
 
Customer Journey Experience Map
Customer Journey Experience MapCustomer Journey Experience Map
Customer Journey Experience Map
 
Customer journey mapping and innovation
Customer journey mapping and innovationCustomer journey mapping and innovation
Customer journey mapping and innovation
 
Customer journey mapping
Customer journey mappingCustomer journey mapping
Customer journey mapping
 
Customer journey maps
Customer journey mapsCustomer journey maps
Customer journey maps
 
Consumer journey analysis powerpoint presentation slides
Consumer journey analysis powerpoint presentation slidesConsumer journey analysis powerpoint presentation slides
Consumer journey analysis powerpoint presentation slides
 
Create a User Experience Mindset Within Your Organization by Conducting Custo...
Create a User Experience Mindset Within Your Organization by Conducting Custo...Create a User Experience Mindset Within Your Organization by Conducting Custo...
Create a User Experience Mindset Within Your Organization by Conducting Custo...
 
CX Strategy - Presentation to the Human Centred Design Group, Dubai dubai ...
CX Strategy - Presentation to the Human Centred Design Group, Dubai    dubai ...CX Strategy - Presentation to the Human Centred Design Group, Dubai    dubai ...
CX Strategy - Presentation to the Human Centred Design Group, Dubai dubai ...
 
The Customer Journey
The Customer JourneyThe Customer Journey
The Customer Journey
 
Customer journey map
Customer journey mapCustomer journey map
Customer journey map
 
The customer journey mapping canvas - Nishad Ramachandran
The customer journey mapping canvas - Nishad RamachandranThe customer journey mapping canvas - Nishad Ramachandran
The customer journey mapping canvas - Nishad Ramachandran
 
Customer Journey PowerPoint Presentation Slides
Customer Journey PowerPoint Presentation SlidesCustomer Journey PowerPoint Presentation Slides
Customer Journey PowerPoint Presentation Slides
 
Omni channel presentation
Omni channel presentationOmni channel presentation
Omni channel presentation
 
Customer Experience Journey Mapping
Customer Experience Journey MappingCustomer Experience Journey Mapping
Customer Experience Journey Mapping
 
A Guide To Customer Experience Mapping
A Guide To Customer Experience MappingA Guide To Customer Experience Mapping
A Guide To Customer Experience Mapping
 
Customer journey mapping
Customer journey mappingCustomer journey mapping
Customer journey mapping
 
6 Steps to Building User Personas and Why You Should Care
6 Steps to Building User Personas and Why You Should Care6 Steps to Building User Personas and Why You Should Care
6 Steps to Building User Personas and Why You Should Care
 

Andere mochten auch

Qualaroo & Optimizely Webinar - 5 Steps to Your First A/B Testing Win
Qualaroo & Optimizely Webinar - 5 Steps to Your First A/B Testing WinQualaroo & Optimizely Webinar - 5 Steps to Your First A/B Testing Win
Qualaroo & Optimizely Webinar - 5 Steps to Your First A/B Testing WinOptimizely
 
Innovating with Customer Journey Maps
Innovating with Customer Journey MapsInnovating with Customer Journey Maps
Innovating with Customer Journey MapsCustomer Faithful
 
Fashion Touchpoint Strategy - The Fashion Cycle Meets Customer Journey
Fashion Touchpoint Strategy - The Fashion Cycle Meets Customer JourneyFashion Touchpoint Strategy - The Fashion Cycle Meets Customer Journey
Fashion Touchpoint Strategy - The Fashion Cycle Meets Customer JourneyPieter Jongerius
 
Customer Experience Workshop
Customer Experience WorkshopCustomer Experience Workshop
Customer Experience Workshopmcrucera
 
Magento scalability from the trenches (Meet Magento Sweden 2016)
Magento scalability from the trenches (Meet Magento Sweden 2016)Magento scalability from the trenches (Meet Magento Sweden 2016)
Magento scalability from the trenches (Meet Magento Sweden 2016)Divante
 
Omnichannel Customer Experience
Omnichannel Customer ExperienceOmnichannel Customer Experience
Omnichannel Customer ExperienceDivante
 

Andere mochten auch (7)

Qualaroo & Optimizely Webinar - 5 Steps to Your First A/B Testing Win
Qualaroo & Optimizely Webinar - 5 Steps to Your First A/B Testing WinQualaroo & Optimizely Webinar - 5 Steps to Your First A/B Testing Win
Qualaroo & Optimizely Webinar - 5 Steps to Your First A/B Testing Win
 
Innovating with Customer Journey Maps
Innovating with Customer Journey MapsInnovating with Customer Journey Maps
Innovating with Customer Journey Maps
 
Fashion Touchpoint Strategy - The Fashion Cycle Meets Customer Journey
Fashion Touchpoint Strategy - The Fashion Cycle Meets Customer JourneyFashion Touchpoint Strategy - The Fashion Cycle Meets Customer Journey
Fashion Touchpoint Strategy - The Fashion Cycle Meets Customer Journey
 
Thought Bakery
Thought BakeryThought Bakery
Thought Bakery
 
Customer Experience Workshop
Customer Experience WorkshopCustomer Experience Workshop
Customer Experience Workshop
 
Magento scalability from the trenches (Meet Magento Sweden 2016)
Magento scalability from the trenches (Meet Magento Sweden 2016)Magento scalability from the trenches (Meet Magento Sweden 2016)
Magento scalability from the trenches (Meet Magento Sweden 2016)
 
Omnichannel Customer Experience
Omnichannel Customer ExperienceOmnichannel Customer Experience
Omnichannel Customer Experience
 

Ähnlich wie All You Need to Know About Customer Journey Mapping

USER ACQUISITION - Fajar Widi
USER ACQUISITION - Fajar WidiUSER ACQUISITION - Fajar Widi
USER ACQUISITION - Fajar WidiFajar Widi
 
Customer journey management system
Customer journey management systemCustomer journey management system
Customer journey management systemFuturelab
 
Customer Engagement Management
Customer Engagement ManagementCustomer Engagement Management
Customer Engagement ManagementJoud Khattab
 
Lecture 3 Customer Relationship Management
Lecture 3 Customer Relationship ManagementLecture 3 Customer Relationship Management
Lecture 3 Customer Relationship ManagementAli Noman
 
Does Your Online Experiences Meet Your Customer Expectations
Does Your Online Experiences Meet Your Customer ExpectationsDoes Your Online Experiences Meet Your Customer Expectations
Does Your Online Experiences Meet Your Customer Expectationsindeuppal
 
User acquisition
User acquisitionUser acquisition
User acquisitionFajar Widi
 
Critical Questions around Customer Journey Mapping
Critical Questions around Customer Journey Mapping Critical Questions around Customer Journey Mapping
Critical Questions around Customer Journey Mapping Valerie Peck
 
Navigating the journey ahead
Navigating the journey aheadNavigating the journey ahead
Navigating the journey aheadBen Sutton
 
Personalisation paper
Personalisation paperPersonalisation paper
Personalisation paperAly Richards
 
2020 volvo rfp_ea
2020 volvo rfp_ea2020 volvo rfp_ea
2020 volvo rfp_eaKarel Mette
 
The Key Elements of Customer Journey Mapping
The Key Elements of Customer Journey MappingThe Key Elements of Customer Journey Mapping
The Key Elements of Customer Journey MappingPublisto Ltd.
 
How to make the most out of customer journey maps (1).pdf
How to make the most out of customer journey maps  (1).pdfHow to make the most out of customer journey maps  (1).pdf
How to make the most out of customer journey maps (1).pdfskalegrow
 
Netcel’s insider’s guide to ecommerce success
Netcel’s insider’s guide to ecommerce successNetcel’s insider’s guide to ecommerce success
Netcel’s insider’s guide to ecommerce successKaren Bewick
 
Attribution: Build, Model, Do
Attribution: Build, Model, DoAttribution: Build, Model, Do
Attribution: Build, Model, DoRakuten Marketing
 
MANAGING ONLINE CUSTOMER EXPERIENCE
MANAGING ONLINE CUSTOMER EXPERIENCE MANAGING ONLINE CUSTOMER EXPERIENCE
MANAGING ONLINE CUSTOMER EXPERIENCE Rohit Singh
 
Closed Loop Lead Generation
Closed Loop Lead GenerationClosed Loop Lead Generation
Closed Loop Lead GenerationChris Marocchi
 
Edx Assignment - Digital Strategy.docx
Edx Assignment - Digital Strategy.docxEdx Assignment - Digital Strategy.docx
Edx Assignment - Digital Strategy.docxAnmolTaneja19
 
CCP_Contact_Center_Contribution_to_CEM
CCP_Contact_Center_Contribution_to_CEMCCP_Contact_Center_Contribution_to_CEM
CCP_Contact_Center_Contribution_to_CEMDavid Howard
 
Customer journey mapping with UXPressia
Customer journey mapping with UXPressiaCustomer journey mapping with UXPressia
Customer journey mapping with UXPressiaYuri Vedenin
 

Ähnlich wie All You Need to Know About Customer Journey Mapping (20)

USER ACQUISITION - Fajar Widi
USER ACQUISITION - Fajar WidiUSER ACQUISITION - Fajar Widi
USER ACQUISITION - Fajar Widi
 
Customer journey management system
Customer journey management systemCustomer journey management system
Customer journey management system
 
Customer Engagement Management
Customer Engagement ManagementCustomer Engagement Management
Customer Engagement Management
 
Lecture 3 Customer Relationship Management
Lecture 3 Customer Relationship ManagementLecture 3 Customer Relationship Management
Lecture 3 Customer Relationship Management
 
Does Your Online Experiences Meet Your Customer Expectations
Does Your Online Experiences Meet Your Customer ExpectationsDoes Your Online Experiences Meet Your Customer Expectations
Does Your Online Experiences Meet Your Customer Expectations
 
User acquisition
User acquisitionUser acquisition
User acquisition
 
Critical Questions around Customer Journey Mapping
Critical Questions around Customer Journey Mapping Critical Questions around Customer Journey Mapping
Critical Questions around Customer Journey Mapping
 
Navigating the journey ahead
Navigating the journey aheadNavigating the journey ahead
Navigating the journey ahead
 
Personalisation paper
Personalisation paperPersonalisation paper
Personalisation paper
 
2020 volvo rfp_ea
2020 volvo rfp_ea2020 volvo rfp_ea
2020 volvo rfp_ea
 
The Key Elements of Customer Journey Mapping
The Key Elements of Customer Journey MappingThe Key Elements of Customer Journey Mapping
The Key Elements of Customer Journey Mapping
 
How to make the most out of customer journey maps (1).pdf
How to make the most out of customer journey maps  (1).pdfHow to make the most out of customer journey maps  (1).pdf
How to make the most out of customer journey maps (1).pdf
 
Netcel’s insider’s guide to ecommerce success
Netcel’s insider’s guide to ecommerce successNetcel’s insider’s guide to ecommerce success
Netcel’s insider’s guide to ecommerce success
 
Attribution: Build, Model, Do
Attribution: Build, Model, DoAttribution: Build, Model, Do
Attribution: Build, Model, Do
 
MANAGING ONLINE CUSTOMER EXPERIENCE
MANAGING ONLINE CUSTOMER EXPERIENCE MANAGING ONLINE CUSTOMER EXPERIENCE
MANAGING ONLINE CUSTOMER EXPERIENCE
 
Closed Loop Lead Generation
Closed Loop Lead GenerationClosed Loop Lead Generation
Closed Loop Lead Generation
 
Edx Assignment - Digital Strategy.docx
Edx Assignment - Digital Strategy.docxEdx Assignment - Digital Strategy.docx
Edx Assignment - Digital Strategy.docx
 
7 Keys to Launching
7 Keys to Launching7 Keys to Launching
7 Keys to Launching
 
CCP_Contact_Center_Contribution_to_CEM
CCP_Contact_Center_Contribution_to_CEMCCP_Contact_Center_Contribution_to_CEM
CCP_Contact_Center_Contribution_to_CEM
 
Customer journey mapping with UXPressia
Customer journey mapping with UXPressiaCustomer journey mapping with UXPressia
Customer journey mapping with UXPressia
 

Kürzlich hochgeladen

Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch DeckPodvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch DeckNedko Nedkov
 
A navigation of two creative processes Study
A navigation of two creative processes StudyA navigation of two creative processes Study
A navigation of two creative processes Studystuwilson.co.uk
 
The best Crypto Marketing Strategies pdf
The best Crypto Marketing Strategies pdfThe best Crypto Marketing Strategies pdf
The best Crypto Marketing Strategies pdfShifali roy
 
Imposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not AloneImposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not AloneHerd
 
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptxToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptxivanrazine1
 
Top 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern WorldTop 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern WorldD Cloud Solutions
 
Dhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing InternDhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing Internrisabhpandeyconnect
 
Ppt regarding of Digital Marketing cours
Ppt regarding of Digital Marketing coursPpt regarding of Digital Marketing cours
Ppt regarding of Digital Marketing courstegveersingh09
 
SEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to SucceedSEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to SucceedMumbai Pixels
 
Digital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services PreviewDigital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services PreviewDigital Gravity
 
Digital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEMDigital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEMNazal Digital
 
SVETLANA YONCHEVA Evolution of digital marketing.pdf
SVETLANA YONCHEVA Evolution of digital marketing.pdfSVETLANA YONCHEVA Evolution of digital marketing.pdf
SVETLANA YONCHEVA Evolution of digital marketing.pdfvikrs213
 
A_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdfA_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdfVWO
 
Amazon Seller New Product Launch Guide - 2024.pptx
Amazon Seller New Product Launch Guide - 2024.pptxAmazon Seller New Product Launch Guide - 2024.pptx
Amazon Seller New Product Launch Guide - 2024.pptxWill Haire
 
Music and Ai Technology
Music and Ai TechnologyMusic and Ai Technology
Music and Ai Technologyehimaibooks
 
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdfSnapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdfEastern Online-iSURVEY
 
Ice Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling ResearchIce Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling ResearchTINT Marketing
 
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design CourseElevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Courseamirshaikhv21realtyp
 
Product Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
Product Demo: HubSpot's Coolest AI Tools for B2B Tech CompaniesProduct Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
Product Demo: HubSpot's Coolest AI Tools for B2B Tech CompaniesKiwi Creative
 
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdfTAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdfSocial Samosa
 

Kürzlich hochgeladen (20)

Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch DeckPodvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
 
A navigation of two creative processes Study
A navigation of two creative processes StudyA navigation of two creative processes Study
A navigation of two creative processes Study
 
The best Crypto Marketing Strategies pdf
The best Crypto Marketing Strategies pdfThe best Crypto Marketing Strategies pdf
The best Crypto Marketing Strategies pdf
 
Imposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not AloneImposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not Alone
 
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptxToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
 
Top 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern WorldTop 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern World
 
Dhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing InternDhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing Intern
 
Ppt regarding of Digital Marketing cours
Ppt regarding of Digital Marketing coursPpt regarding of Digital Marketing cours
Ppt regarding of Digital Marketing cours
 
SEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to SucceedSEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to Succeed
 
Digital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services PreviewDigital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services Preview
 
Digital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEMDigital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEM
 
SVETLANA YONCHEVA Evolution of digital marketing.pdf
SVETLANA YONCHEVA Evolution of digital marketing.pdfSVETLANA YONCHEVA Evolution of digital marketing.pdf
SVETLANA YONCHEVA Evolution of digital marketing.pdf
 
A_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdfA_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdf
 
Amazon Seller New Product Launch Guide - 2024.pptx
Amazon Seller New Product Launch Guide - 2024.pptxAmazon Seller New Product Launch Guide - 2024.pptx
Amazon Seller New Product Launch Guide - 2024.pptx
 
Music and Ai Technology
Music and Ai TechnologyMusic and Ai Technology
Music and Ai Technology
 
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdfSnapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
 
Ice Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling ResearchIce Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling Research
 
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design CourseElevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
 
Product Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
Product Demo: HubSpot's Coolest AI Tools for B2B Tech CompaniesProduct Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
Product Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
 
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdfTAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
 

All You Need to Know About Customer Journey Mapping

  • 1. ALL YOU NEED TO KNOW ABOUT CUSTOMER JOURNEY MAPPING Realtime Board RealtimeBoard.com
  • 2. Current  trends  prove  that  ideal  customer  experience  is   soon  going  to  be  a  cornerstone  of  corporate  success.     ! So  here  is  a  collec9on  of  comprehensive  instruc9ons  to   customer  journey  mapping  from  Real9meBoard  library.   TABLE OF CONTENTS 3 Introduction 6 What is customer journey mapping (CJM)? 7 The process of CJM 8 Gathering Information 9 Introducing the Team 10 Brainstorming 12 Illustrating 13 Creating an Action Plan and Implementation 14 Revising CJM 15 Common mistakes while CJM 16 Related reading 17 Related templates
  • 3. INTRODUCTION Customer  experience  is  considered  to     be  the  main  opportunity  to  differen9ate   from  compe9tors  in  2015–2020,  bea9ng   out  product  quality  and  compe99ve   pricing.   ! It  means  customer  experience  will  soon   determine  referral,  reten9on,  revenue,   and  overall  growth  in  the  majority  of   businesses. 3 Figure:  Econsultancy,  Adobe  B2B  Digital  Trends  2015 B2B  (607  respondents) B2C  (893  respondents) 0% 20% 40% 60% Customer  service  /   customer  experience Product  /  service   quality Product  /  service   choice Convenience Mobile Price
  • 4. INTRODUCTION The  study  by  customer  strategist  Esteban  Kolsky   shows  that  most  companies  struggle  to  get   customers’  a[en9on  and  acquire  newcomers,  but  this   isn’t  financially  sound:  it’s  6–7  9mes  more  expensive   to  a[ract  new  customers  than  to  keep  exis9ng  ones.   ! That  means  the  focus  needs  to  be  on  improving  the   experience  for  exis9ng  customers.   4 67%of  consumers  cite  bad  experiences   as  the  reason  for  churn 91%of  unhappy  customers  simply  leave   without  a  complaint
  • 5. Learn how to improve the experience for existing customers by creating a customer journey map!
  • 6. The  customer  journey  map  (CJM)  is  a  visual   graph  with  the  interac9on  steps  visitors  and   users  go  through  to  become  customers.   ! The  basic  CJM  template  includes  a  specific   persona,  the  beginning–to–end  steps  of  the   customer  experience,  and  poten9al  emo9onal   highs  and  lows. WHAT IS CUSTOMER JOURNEY MAPPING? 6 Step  1 Step  2 Step  3 Step  4 + - - +
  • 7. THE PROCESS OF CUSTOMER JOURNEY MAPPING Although  the  process  varies  from  one  company   to  another,  here  is  one  of  the  thousands  of   scenarios  for  CJM.   7 Step 5 Crea9ng  an  ac9on  plan     and  Implementa9on Step 3 Brainstorming Step 4 Illustra9ng Step 1 Gathering  informa9on Step 2 Introducing  the  team Step 6 Revising  your  CJM
  • 8. 8 STEP 1: GATHERING INFORMATION Start  by  se`ng  a  goal  for  CJM  workshop.   Define  a  customer  persona  relevant  to  your   goal  and  the  scope  of  ac9vi9es  you’d  like  to   assess  (e.g.  from  first  contact  to  sign  up,  from   ge`ng  a  trial  to  purchasing).  Then  gather  as   much  informa9on  about  this  persona  as   possible.     ! When  gathering  this  data,  you  need  both   quan9ta9ve  and  qualita9ve  informa9on  to   gain  the  deepest  insight  into  your  customer.   The  more  data  you  can  get  —  the  more   chances  you  have  to  understand  customer   experience  correctly. Figure:  A  landscape  of  user  research  methods,  Chris9an  Rohrer Natural  use  of  product Scripted  (oden  lab–based)  use  of  product De–contextualized  /  not  using  product Combina9on  /  hybrid Interviews Focus  groups Par9cipatory  design Ethnographic  field  studies Usability  lab  studies Card  sor9ng Desirability  studies Customer  feedback Diary/camera  studies Concept  tes9ng Unmoderated  remote  panel  studies Moderated  remote  usability  studies Usability  benchmarking Eyetracking Email  surveys Intercept  surveys True  intent  studies Unmoderated  UX  studies A/B  tes9ng Clickstream  analysis Qualita1ve Quan1ta1ve A4tudinalBehavioral
  • 9. STEP 2: INTRODUCING THE TEAM Crea9ng  a  CJM  usually  involves  a  cross– func9onal  team  that  represents  different   departments  and  seniority  levels.   ! Set  up  a  date  for  the  workshop  and  create  a   shared  space.  Consider  brainstorming   exercises  that  will  help  you  warm  up  the   par9cipants  or  refresh  them  if  they  reach  a   deadlock.   ! At  the  beginning  of  the  workshop,  explain  the   stakes  and  the  goal  of  the  workshop  and  agree   upon  the  schedule. 9 Mee9ng  room Shared  whiteboard Online  tools Shared  space
  • 10. Plan  for  the  lion’s  share  of  the  9me  to   be  the  brainstorming  ac9vity.  Select  a   brainstorming  technique  that  you  think   will  best  help  your  cross–func9onal   team  generate  new  ideas  for  future   customer  experience.   ! The  discussion  starts  with  a  briefing   about  the  customer  persona  and  then   an  analysis  of  the  research. 10 STEP 3: BRAINSTORMING RealtimeBoard.com
  • 11. Then,  the  team  should  generate  as  many   touchpoints  as  possible  and  consider   relevant  channels  between  them.     ! Touchpoint  is  a  point  of  contact  between   the  customer  and  your  product.  Each   touchpoint  is  an  opportunity  to   strengthen  the  rela9onships  with  the   customer  and  move  towards  the  greatest   customer  experience.   ! Make  each  touchpoint  more  informa9ve   by  adding  customer  goal  at  each  stage,   sta9s9cs,  actual  and  poten9al  barriers,   and  poten9al  KPIs. 11 STEP 3: BRAINSTORMING RealtimeBoard.com
  • 12. Ader  you  have  allowed  sufficient  9me   for  brainstorming,  the  team  is  ready     for  the  mapping.   ! If  you  used  a  physical  whiteboard  for   the  CJM,  make  sure  someone  is   responsible  for  digi9zing  the  final   layout  –  it  should  be  an  editable  and   shareable  work.   ! RealtimeBoard template  allows  to   collaborate  in  real–9me  from  any  place   and  share  the  results  with  the  en9re   company,  including  remote  employees. 12 STEP 4: ILLUSTRATING RealtimeBoard.com
  • 13. 13 Ader  the  map  is  ready,  analyze  whether   each  touchpoint  gives  value  to  the   customer.  The  gaps  between  desired   customer  experience  and  the  one   actually  received  should  define  your   ac9on  plan.  An  effec9ve  plan  covers   deadlines,  responsibili9es,  and  success   criteria.   STEP 5: CREATING AN ACTION PLAN AND IMPLEMENTATION RealtimeBoard.com
  • 14. 14 STEP 6: REVISING YOUR CJM CJM  needs  to  be  adapted  to  changing   behavioral  pa[erns,  new  tools,  and   communica9on  channels  that  arise   constantly.   ! Consider  establishing  a  standard   schedule  for  revising  your  customer   journey  map.  During  revision  process,   point  out  the  changes  and  achieved   KPIs.     ! Real9meBoard  will  save  you  9me  on   illustra9on  if  you  plan  to  repeatedly   revise  your  CJM. RealtimeBoard.com
  • 15. 15 7 COMMON MISTAKES WHILE CUSTOMER JOURNEY MAPPING CJM is created from the company’s point of view. If  you  don’t  interpret  your  customer’s  experience,   you’re  in  freefall.  Don't  guess,  let  the  informa9on   speak  for  itself.   ! CJM is an old document with restricted access. The  customer  journey  map  should  be  a  live   document  that  you  con9nuously  develop  with   your  team.   ! One CJM for all customers. Each  customer   persona  is  unique.  You  may  cluster  them  according   to  research  results,  but  each  group  requires  a   specific  customer  journey  map.   ! CJM doesn’t include an action plan. The gaps between the desired customer experience and the one actually received should be your action plan. CJM deems some touchpoints unimportant and skips them.  You  need  to  account  for  every  point   where  your  customer  comes  into  contact  with   your  business.   ! Customer journey analysis concentrates on the bad experience. Although  pain  points  are  vital   opportuni9es  for  increasing  customer  sa9sfac9on,   success  points  can  poten9ally  extend  the  posi9ve   experience  by  affec9ng  emo9onal  decision-­‐ making.   ! CJM is a single linear path. Flexibility  is  the  key  to   great  customer  experience.
  • 16. 16 This  presenta9on  is  based  on  Real9meBoard's   customer  journey  mapping  guide.  You  can     read  it  on  our  blog.   ! However,  this  framework  isn't  set  in  stone.     It's  one  of  the  op9ons  meant  to  assist  you  in   understanding  the  process  of  CJM  be[er  and   star9ng  it  easier.   ! Feel  free  to  customize  the  process  and   improve  it  from  one  revision  to  another,  but   avoid  the  mistakes  we  men9oned. RELATED READING
  • 17. Integrate  CJM  with  customizable   templates  like  Persona,  Empathy  Map,   Service  Blueprint,  and  Ac9on  Plan  to   improve  the  process  and  get  more   streamlined  interface.   ! Check  out  the  Customer  Journey       demo  board  to  learn  how  to  use     them  together. 17 RELATED TEMPLATES RealtimeBoard.com
  • 18. New to RealtimeBoard.com? Try it now! Hurry up to get a 30% discount with code CJM30 Realtime Board