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1. Yo u r C o m p a n y N a m e
Consumer
Decision Journey

2. 2
Content
Understanding the
Customer Experience
0 1
Need for customer
journey map
0 2
What does a Customer Journey
Map look like?
0 3
Mapping Framework
0 4
Types of customer
journey maps
0 6
Steps to build a
journey map
0 7
How to improve the
customer journey
0 8
Benefits of customer
journey map
0 9
Buyer Persona
1 0
Key elements of customer
journey map
0 5
Buyers Journey
1 1
Customer journey
map example
1 2

3. 3
Stages Discovery
Touchpoints
Specify here the steps a customer take to reach out to the company like
X saw an ad on internet, clicked the same to gather information
Actions
Mention here the effort customer takes to meet his needs like using the
internet to gather information
Motivations
Specify here the need of the customer which motivates him to reach out
to the company
Questions Mention the questions of the customers here
Pain Points
Mention here the specific problem that the customers of your business
are experiencing
Understanding
the Customer
Experience

4. 4
Need for Customer
Journey Map
Assign ownership of key touchpoints to internal departments
• Maps can create clarity around alignment of departments or groups with different
stages or key touchpoints in the journey that need addressing
• Text Here
Shift a company’s perspective from inside-out to outside-in
• Journey mapping sheds light on real human experiences that often organizations
know very little about
• It can help turn the culture of that organization by refocusing on the thoughts, actions
and emotions of customers
Target Specific Customers
• Journey maps can help teams focus in on specific personas or customers
• Text Here
Break down silos to create one shared, organization-wide vision
• They become a tool for creating cross-department conversation and collaboration
• Journey mapping could be the first step in building an organization-wide plan of action
to invest in customer experience
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5. 5
What does a
Customer Journey
Map look like?
Personas
• Create an example of your ideal customer like What’s their age? What devices do
they use? What are their values?
• The benefit of doing this is that you can then tailor the customer journey specifically
for certain customers, providing a personalized service.
Desired Outcomes
• Define what your different customer personas are trying to get out of their experience
• If you understand what they want in the end, you’ll better understand their frustrations
when they arise
Steps
• Show the sequence of events at a high level
• This helps you see the entire process from start to finish and acts as groundwork for
the rest of the information
Moments of Truth
• These are a special kind of touchpoint
• They are the moments that can make or break your business’s chance for success.
Touchpoints
• These represent steps where your customer comes into direct contact with
your brand.
• Have any touchpoints changed due to recent digitalization or business expansion

6. 6
Mapping Framework
Map
• Identify your mapping method, team
& ingredients
• Involve key stakeholders
‒ Host formal journey mapping
workshops & involve everyone in
the actual data gathering, analyzing
& map building process
‒ Interview stakeholders on key
capabilities
• Start building your map
‒ Bring the customer journey to life by
adding your touchpoints and related
business & customer data
• Identify what’s most important to your
customers and business & what creates
or detracts from value and drives loyalty
• Create different views of data
• Use charts to help visualize &
understand customer experiences
• Score your touchpoints & develop and
prioritize action plans
• Build a compelling case for change
Analyze
• Prefer Using Touchpoint Dashboard’s
• Presentation layer to create compelling
stories to share
• Sharing options to share the whole map
or custom-tailor specific map views &
reports and share only what’s most
relevant to your audience
• Notes capability to socialize the map
with stakeholders
Present
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7. Key Elements of Customer Journey Map
7
Opportunities
Internal Ownership
Opportunities
Internal Ownership
Opportunities
Internal Ownership
Opportunities
Internal Ownership
Goals and ExpectationsScenario
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07
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03
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Zone A (The Lens)
Zone A: The lens provides constraints for the map by
assigning (1) a persona (“who”) and (2) the scenario to
be examined
Zone C (The Insights)
Zone C: The output should vary based on the business goal
the map supports, but it could describe the insights and pain
points discovered, and the (7) opportunities to focus on
going forward, as well as (8) internal ownership
Zone B (The Experiences)
Zone B: The heart of the map is the visualized experience,
usually aligned across (3) chunkable phases of the journey.
The (4) actions, (5) thoughts, and (6) emotional experience
of the user has throughout the journey can be supplemented
with quotes or videos from research
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8. 8
• Created to understand how customers are interacting with your brand “right now.”
• Using a current state map can identify weak points in various stages
• In order to create this type of map, you will need to identify:
‒ Where prospects come from
‒ How they become customers
‒ How they begin to use your product(s)
Current State Mapping
• Instead of being a right now picture of how prospects and customers interact with your brand,
this type of map lays out the ideal journey you would like prospects and customers to take
• Future mapping is done from the perspective of customers
• In order to create this map, you will need to :
‒ Identify the starting point of your lead or customer
‒ Determine the Endpoint
‒ Plan the Messaging
Future State Mapping
• It is used as part of the sales process to better understand buyer personas
• This map type can also be used post-sale to improve customer satisfaction and retention
• In order to create this type of map, you will need to identify:
– Goals
– Pain
– Timing Indicators
Day in the life mapping
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Types of
Customer
Journey Maps

9. Steps to Build a Journey Map
9
Planning
• Identify your map’s scope &
scale and your mapping
method & team.
• Create/obtain necessary
mapping resources & martials.
Data Gathering
• Schedule & conduct any new
customer research/interviews.
• Collect, organize & review all
map ingredients
Map Creation
• Create a framework for journey map
• Add touchpoints & plot the customer
journey; refine & validate
• Synch metrics, customer data &
collateral with touchpoints
Identify & analyze key findings
& actionable insights
• Collaborate with the mapping team &
analyze map
• Rank & prioritize opportunities &
• identify the needs
Investigate Issues &
Opportunities
• Conduct deep drill &
analyze results
Present your findings & plan
for continuous improvement
• Develop recommendations &
create roadmap for change
• Share findings & establish a plan
to monitor & manage progress
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10. How to Improve the Customer Journey
10
• Identify the points where your
customers are having a hard time
• 5
• Start ranking the pain points in your
customer journey and then attack
them one by one
Remove the
Pain Points
Raise
the Bar
• When your customers are generally
happy throughout their experience
with your service or product, don’t
stop there- always try to raise the bar
and deliver an experience that
exceeds the expectations
Start earlier,
finish later
• Usually, the customer journey is mapped
from start and end of the interaction with
your service or product
• Try creating an impact on what happens
immediately before and after the
experience the customer has with you
Remove the
Unnecessary Steps
• Wherever you can, remove any
unnecessary steps required to perform
an action
• Focus on minimizing the effort (time,
cost, number of steps, reasoning) that
your customers need to take in order to
enjoy the core of your service or product
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11. Benefits of Customer Journey Map
11
See how your customer
experience is impacted by
behind-the-scenes operations.
Increase shared understanding
and get your entire organization
on the same page.
Empower all employees
to think of the next big,
disruptive idea.
Create moments of delight for
your customers that keep them
coming back for more.
Respond quickly to
changes in customer
demand or expectations.
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12. 12
Name Here
Demographics
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Professional Role
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Buyer Persona
Buying Decisions
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Resources & Influences
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Motivations
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Challenges
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13. Buyers Journey
13
Awareness Engagement Evaluation Purchase Post- Purchase
Opportunities Text Here Text Here Text Here Text Here Text Here
Content Needed Text Here Text Here Text Here Text Here Text Here
Notes Text Here Text Here Text Here Text Here Text Here
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14. Customer Journey Map Example
14
Buying Cycle Acquire Days: Nurture Days: Convert Days: Retain Days:
Customer goals
• Find customers for an event
• Add text here
• Add text here
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• Make sure the costume will arrive on
time & fit
• Find the best price
• Add text here
• Add text here
• Decide on costume & place order
• Add text here
• Add text here
• Add text here
• Have an awesome costume that
everyone likes
• Add text here
• Add text here
Touchpoints
• Online Research
• Site Visit
• Add text here
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• Clicks on welcome email
• Visits product page
• Add text here
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• Adds item to cart
• Estimates shipping
• Add text here
• Add text here
• Order processed email
• Shipping tracking email
• Add text here
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Customer Thoughts
• What colors/sizes are available?
• Are competitors offering a cheaper
price?
• Add text here
• Add text here
• Do they have positive reviews?
• Am I paying too much?
• Add text here
• Add text here
• How much am I paying for shipping?
Too much?
• Do I buy another product for free
shipping?
• Add text here
• Add text here
• Can I track my order?
• Did it arrive on time?
• Add text here
• Add text here
• Add text here
Overall
Customer
Experience
Recommendations
Idea to Improve
• Offer more competitive prices
• Polish website appearance
• Add text here
• Add text here
• Add text here
• Encourage more customer
engagement on social media
• Make my returns policy more simple
and user-friendly
• Add text here
• Add text here
• Offer free shipping for large orders to
encourage multiple purchases
• Streamline the buying process
• Add text here
• Add text here
• Add text here
• Personalise the delivery process
• Stay in contact with the customer
and request a review
• Add text here
• Add text here
• Add text here
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15. 15
Consumer
Decision
Journey
Icons Slide

16. Additional
Slides
16

17. Column Chart
17
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2015 2016 2017 2018 2019 2020
01 Product
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02 Product
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18. Our Mission
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18
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Vision
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Mission
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Goal

19. 19
About Us
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Value Clients
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Target Audiences
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Preferred by Many

20. Financial
20
Minimum
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Medium
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Maximum
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80%60%40%

21. Comparison
VS
60%
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Facebook Users
45%
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Twitter Users
21

22. 22
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01
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03
Idea
Generation

23. 23
ThankYou Address
# street number, city, state
Contact Number
0123456789
Email Address
emailaddress123@gmail.com