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All You Need to Know About Customer Journey Mapping



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A simple guide to customer journey mapping. It covers the basic definition of the journey, step-by-step mapping process, common mistakes, and related templates.

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All You Need to Know About Customer Journey Mapping

  2. 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. 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. 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. 5. Learn how to improve the experience for existing customers by creating a customer journey map!
  6. 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. 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. 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. 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. 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
  11. 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
  12. 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
  13. 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
  14. 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.
  15. 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. 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. 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
  18. 18. New to Try it now! Hurry up to get a 30% discount with code CJM30 Realtime Board