The Customer Journey Map (CJM) enables identifying the customer experience from beginning to end. This simple framework will help you to visualise the entire flow of an experience, whether it is how a service may work or all the touch-points of a customer’s journey with a product.
It facilitates visualisation of a customers relationship with a product/brand over time and across different channels.
It need not be in-depth, detailed but rather a quick way of thinking out how an experience unfolds. One could use this framework for both analysis of an existing journey as well as designing a future journey.
PUT YOURSELF IN THE SHOES OF YOUR PERSONA.
List the jobs or outcomes your customer is trying to achieve.
DEFINE THE MACRO LEVEL STAGES IN YOUR PERSONA’S JOURNEY.
Break the customers experience into stages/touch points throughout their experience journey.
DESCRIBE WHAT YOUR CUSTOMER IS DOING IN EACH STAGE.
For each stage/touch point, list activities and actions customers "DO"
SIMILARLY SPECIFY THEIR EXPERIENCE, IN TERMS OF WHAT THEY SAY, THINK AND FEEL IN EACH STAGE
For each stage/touch point, in their journey, identify specific joys/pains they are experiencing.
NOW OBSERVE WHAT INSIGHTS AND OPPORTUNITIES STARE AT YOU FROM THE CJM
Capture your insights and opportunities, stage-wise across the entire journey.
Before you dive into creating your map, you need to ask yourself why you are making one in the first place. What goals are you directing this map towards? Who is it specifically about? What experience is it based upon?
You really need to get into the shoes of your persona and understand their emotions. Every action your customer takes is motivated by an emotion. And your customer’s emotions will change depending on where they are in their journey with your product or service.
Breaking down the customer journey phase by phase, aligning each step with a goal, and restructuring your touch-points accordingly are essential steps towards maximising customer success. After all, everything you do should be about solving customer problems and helping them achieve long-term success with your product or service.
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