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1. Customer Journey Mapping
for Organization
Your Company Name
1

2. CONTENT
Understanding the Customer Experience
Need for Customer Journey Map
What does a Customer Journey Map look like?
Mapping Framework
Key Elements of Customer Journey Map
Types of Customer Journey Maps
Steps to Build a Journey Map
How to Improve the Customer Journey
Benefits of Customer Journey Map
Buyer Persona
Buyers Journey
Customer Journey Map Example
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3. UNDERSTANDING THE CUSTOMER
EXPERIENCE
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
3

4. UNDERSTANDING THE CUSTOMER EXPERIENCE
Touchpoints Actions Motivations Questions Pain Points
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
Mention here the effort
customer takes to meet his
needs like using the internet
to gather information
Specify here the need of
the customer which
motivates him to reach
out to the company
Mention the
questions of the
customers here
Mention here the specific
problem that the
customers of your
business are experiencing
DISCOVERY
STAGES
4

5. NEED FOR CUSTOMER
JOURNEY MAP
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
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
› Add text here
Target Specific Customers
› Journey maps can help teams focus in on specific personas or customers
› Add 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
5

6. 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
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
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.
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
WHAT DOES A
CUSTOMER JOURNEY
MAP LOOK LIKE?
6

7. MAPPING
FRAMEWORK
› 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
› 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
Analyze
Map Present
7

8. KEY ELEMENTS OF
CUSTOMER JOURNEY MAP
The lens provides constraints for the map by assigning (1) a persona
(“who”) and (2) the scenario to be examined
Zone A (The Lens)
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
Zone B (The Experience)
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 C (The Insights)
8

9. Current State Mapping
› 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)
Future 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
Day in the Life 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
TYPES OF CUSTOMER JOURNEY MAPS
9

10. Identify & Analyze Key Findings & Actionable Insights
› Collaborate with the mapping team & analyze map
› Rank & prioritize opportunities & identify the needs
Map Creation
› Create a Framework for journey map
› Add touchpoint & plot the customer journey; refine & validate
› Synch metrics, customer data & collateral with touchpoints
Data Gathering
› Schedule & conduct any new customer research/interviews
› Collect, organize & review all map ingredients
Planning
› Identify your map’s scope & scale & your mapping method & team
› Create/obtain necessary mapping resources & materials
Investigate Issue & Opportunities
› Conduct deep drills & analyze results
Present your Findings & Plan for Continuous Improvement
› Develop recommendations & create roadmap for change
› Share findings & establish a plan to monitor & manage progress
STEPS TO BUILD A
JOURNEY MAP
10

11. Remove the Pain Points
› Identify the points where your customers are having a hard time
› Start ranking the pain points in your customer journey and then attack them one by one
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
HOW TO IMPROVE THE CUSTOMER JOURNEY
11

12. BENEFITS OF CUSTOMER
JOURNEY MAP
See how your customer experience is impacted by behind-the scenes operations
Visibility
Increase shared understanding & get your entire organization on the same page
Understanding
Empower all employees to think of the next big disruptive idea
Empowerment
Respond quickly to changes in customer demand or expectations
Agility
Create moments of delight for your customers that keep them coming back for more
Excellence
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13. Buying Decisions
› Your text here
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Resources & Influences
› Your text here
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Motivations
› Your text here
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Challenges
› Your text here
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Name Here
Your Text here
Your text here
Demographics
Your text here
Professional Role
BUYER PERSONA
13

14. BUYERS JOURNEY
Awareness Engagement Evaluation Purchase Post- Purchase
Text here Text here Text here Text here Text here
Text here Text here Text here Text here Text here
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Opportunities
Content Needed
Notes
14

15. CUSTOMER JOURNEY MAP EXAMPLE
Recommendations
Days
› Find customers for
an event
› Makes sure the costume
will arrive on time & fit
› Find the best price
› Decide on costume &
place order
› Have an awesome
costume that
everyone likes
› What colours/sizer are
available?
› Is this company reputable?
› Your text here
› Do they have positive
reviews?
› Am I paying too much?
› Your text here
› How much am I paying for
shipping? Too much?
› Is the process taking too
long?
› Your text here
› Can I track my order?
› Did it arrive on time?
› Your text here
› Online Research
› Live Chart – ask for advice
› Your text here
› Your text here
› Clicks on welcome email
› Visits product page
› Your text here
› Your text here
› Adds item to cart
› Estimates shipping
› Your text here
› Your text here
› Product arrivers
› Reviews product
› Your text here
› Your text here
› Offer more Competitive
Prices
› Polish website appearance
› Encourage more customer
engagement on social media
› Make my returns policy more
simple & user-friendly
› Offer free shipping for Large
orders to encourage multiple
purchases
› Streamline the buying process
› Personalise the delivery
process
› Stay in contact with the
customer & request a review
Acquire Nurture Convert Retain
Ides to Improve
Customer Thoughts
Touchpoints
Customer Goals
Buying Cycle
Overall Customer
Experience
15

16. CUSTOMER JOURNEY MAPPING FOR ORGANIZATION ICONS SLIDE
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17. ADDITIONAL SLIDES
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18. MY MISSION
Mission
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Vision
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Goal
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19. ABOUT US
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Target Audiences
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Premium Services
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Value Clients
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20. Meet Our Team
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Designation
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Designation
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Designation
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21. Idea Generation
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22. THANK YOU
Contact Numbers
0123456789
Address
# Street Number, City, State
Email Address
emailaddress123@gmail.com
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