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Effective Customer Journey Maps

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Journey Maps are a popular and important method in customer and user experience optimization. Here are some best practices for creating Journey Maps that will be effective in transforming your customer’s experience. The infographic discusses:
-What journey maps are and why create them
-The high-level steps to create a customer journey map
-The essentials of effective customer journey maps
-The different types of journey maps (ex: Customer Lifecycle, Service Blueprint)
-An example customer journey.

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Effective Customer Journey Maps

  1. 1. Journey Mapping Process Effective Customer Journey Maps Based on the research, create personas that represent your customer’s key roles. These personas will allow you to visualize the journey through their eyes. Personas Here are the high level steps to create a Customer Journey Map. Journey Maps are a popular and important method in customer and user experience optimization. Here are some best practices for creating Journey Maps that will be effective in transforming your customer’s experience. Create a holistic view of the Customer Experience by creating a journey across channels (web, mobile, phone, in store, etc.) and touchpoints (every interaction they have with your company). Identify key moments that matter, pain points and opportunities for improvement and innovation. Use metrics to measure the health of your customer experience. Incorporate Actionable Insights and Metrics Customer Journeys are outside in. They are from your customer’s perspective, rather than your internal processes or systems. From the Customer’s Point of View Include the actions the customer takes as well as their goals, motivations, expections and emotions about the experience. Use Contextual Inquiry to get deep, qualitative under- standing of the customer’s journey. Then, validate with quantitative metrics, like VOC data from your call center, customer satisfaction surveys, or web analytics. Include Qualitative and Quantitative Metrics Key Attributes of a Journey Map Create Journey Across Touchpoints Visualize Customer’s Perceptions of the Experience Tailor Map to Engage Business Stakeholders Include information in your maps that is specific to business stakeholders, or create multiple maps for each division. For executives, include Key Performance Indicators. For other teams, a“behind the scenes”view helps to tie the customer’s experience to business processes. Measure and Govern Understand your Customer Experience (CX) across touchpoints, channels, and relationship stages. Communicate and Align Internal Business Units Strategize and Activate Visualize the Future Understand Customer Experience The Journey Map provides an efficient document for communicating and aligning around the customer’s perceptions of the experience. Map people and processes to discrete elements of the customer experience to show what internal groups are accountable. Identify and prioritize customer experience (CX) and user experience (UX) issues and pinpoint opportunities to redesign your product or service. Create a future state journey map to generate ideas. Then, create a vision for the future and make it happen. Create Internal Visibility and Accountability Why create a Journey Map? Define methods to measure progress and govern changes to CX and UX. Use map as a CX dashboard. Created by: Katrina Berlin Benco, Principal User Experience Architect Journey Maps tell the story of your customer’s experience. They identify your customer’s key interactions with your product or service, including their motivations, goals, and expectations. Journey Maps visualize what it is like to be your customer quickly and efficiently. What is a Journey Map? Anatomy of a Journey Map Doing Research Shannon Frequent Business Traveler Opportunities Thinking and Feeling Book Flight Pre-Travel Travel: Board Travel: In Flight Goals Pain Points Moment of Truth Find 1 stop flights with best time and price. Book quickly and easily. Expect flight and payment preferences to be remembered. Check in early and automatically. Receive electronic boarding pass on her phone. Hassle free check-in, bag check and boarding experience. Search for 1 stop flights by times and price. Compare airlines. Save options on her phone. Select flight on her laptop and book. Send itinerary and receive confirmation. Receive check-in email. Check in online. Boarding pass saved to phone. Check in and go through security. Board flight. Gate check bag, no overhead bin space. “I travel frequently, so the little things matter.” I’m surprised the movies are free, this personal monitor and movie system is great.I hope I can find a conve- nient flight at a good price. Leverage positive customer reviews to build brand awareness and customer loyalty. Evaluate and optimize the create account, join loyalty program, and upsell ux on the website. Evaluate ways to increase incentives for first time flyers to download app and join loyalty program. Conduct deep dive of the first flight experience to identify opportunities to improve travel experience. Monitor customer experience feedback via social media sources. Customer Satisfaction Ratings 10 9 8 7 6 5 4 3 2 1 5 3 8 Positive Neutral Negative Littlewing’s flights are priced well and the times are convenient. Impressed The cross-sell promotions make the booking process take too long. Frustrated Hopeful Impressed Will I find a spot in the overhead bin for my bag? Joining loyalty program looks like too much effort for the reward. Unsure Frustrated Watch a movie. Pay for food and drinks with my credit card. Have a relaxing and premium flying experience. 2 7 Persona Identify the customer embarking on the journey. Stages Organize the journey into the major stages. Goals Include the customer’s goals and expectations. Actions Define what the customer is doing, also include their interaction points. Journey Maps can include many elements and can be customized to fit the needs of your organization. Here are the basic elements of an example current state map for a frequent business traveler. Thoughts and Feelings Include the customer’s thoughts and feelings in the different phases of the journey to empathize with them. Metrics Map quantitative data onto the journey to show the relationship to the qualitative information. Opportunities Identify opportunities for improvement and innovation, or that require more research to create a future state journey. The Service Blueprint portrays the customer’s journey with a service along with all the interactions that make that service possible. These can be current state, or future state to envision new or enhanced services. Emotional Journey Types of Journey Maps & their Business Value There are many types of Journey Maps, and each have their purpose. Here are a few examples and the business value they bring. These types are not mutually exclusive, different elemetns of each can be combined into one map. Front State / Back Stage Channel Map Customer Lifecycle Visually illustrate your customer’s emotions as they interact with your product or service. Focuses on the emotional satisfaction and triggers that drive customer loyalty and decision making. A Heat Map uses color to quickly highlight and prioritize issues to invest in and fix. This map can be combined with other maps to provide the necessary background or justification to address the highlighted issues. Align the internal operational processes (back stage) with the customer’s journey (front stage). Highlights internal processes that may be causing a disconnected or inconsistent customer experience. Save Money & Increase Revenue Lead the Competition Research Observe and listen to your customers in their natural habitat. Contextual Inquiry provides deep insight into behaviors, emotions, motivations and expectations as well as understanding the customer’s path. Validate with quantitative research. Journey Map Facilitate a workshop to review all the research and map out a hypothesis and/or current state journey map. Then, follow the same process to create a future state journey map to show your ideal customer journey. Define Define objectives, target customers, and scope of the journey you wish to understand. Gather existing quantitative and qualitative data to review. Activate Identify opportunities and problems to fix. Cultivate recommendations and solutions, then prioritize them according to customer and business value. Create a roadmap and assign teams to projects. Measure your progress and watch your customer experience improve! Service BluePrint The customer lifecycle follows the customer throughout the phases of their relationship with your company. It is high level and can follow the customer over many years. These can be useful for marketing and sales to target their efforts. Heat Map A channel map focuses on the interactions within and across channels, i.e. your website, call center, or physical store. Use these to help improve consistency and streamline operations across channels. Innovation & Differentiation Operational Efficiency Retain & Attract Customers Learn how you can create and share journey maps, personas and more using UX360. Copyright 2015 Tandemseven