Nine sample customer journey maps to learn from - MyCustomer

In essence, a customer journey map is really quite a simple concept: an illustration that details all of the touchpoints at your ... Customerexperience Engagement NeilDavey Managingeditor MyCustomer.com Sharethiscontent Advertisement Contentseries Customerjourneymapping:bestpractices Engagement 30thJul2018 9samplecustomerjourneymapstolearnfrom by NeilDavey AnyAnswerscommentIcon 7 Engagement 14thFeb2020 7customerjourneymappingmistakestoavoid by NeilDavey AnyAnswerscommentIcon 1 Engagement 6thOct2016 Bestpracticesforbuildingacustomerjourneymap by ClareFlitton AnyAnswerscommentIcon 1 Viewfullcontentseries Whitepaper Sponsored Thefutureofcustomerengagementviasocialmedia New Industryinsights eGain 26thOct2021 eGainplatformpickedforcustomerengagement eGain 7thSep2021 eGainlaunchestheKnowledgeHub™ NICEinContact 3rdAug2021 NICECXoneSummer'21releaseempowersenterprises Viewmore HubIcon Partofthe Improvingengagementthroughoutthecustomerjourneyhub BroughttoyoubyMyCustomer Ninesamplecustomerjourneymaps–andwhatwecanlearnfromthem by NeilDavey Theprocessofcustomerjourneymappingcantakemanyforms.Inthispostwehighlightsomeofthemosteffectivemethods,withsometipsforenhancingyourownjourneymappingpractices.  30thJul2018 7comments NeilDavey Managingeditor MyCustomer.com Sharethiscontent Inessence,acustomerjourneymapisreallyquiteasimpleconcept:anillustrationthatdetailsallofthetouchpointsatyourorganisationthatacustomercomesintocontactwithashe/sheattempttoachieveagoal,andtheemotionstheyexperienceduringthatjourney. Buttheprocessofbuildingthemapisnotsosimple. Themappingprocessdemandsrigorousresearchandameticulousunderstandingofthecustomer.Ifthemapistobetrulyreflectiveofwhatthecustomerexperiencesatahumanlevel,cornerscannotbecut. Tocomplicatematters,notwomapswillbeexactlythesame,withthedesignvaryingaccordingtothebusiness,product,serviceandcustomerbeingmappedout.   Havingsaidthat,therearebestpracticesthatorganisationsshouldadheretoduringthemappingprocess,andtheserepresentusefulpointersforthosethatarecreatingamapforthefirsttime. Sowiththatinmind,let’stakealookatsomesamplecustomerjourneymapsandexaminewhatwecanlearnfromthemandapplytoourownmappingefforts. 1.Makesureyouhavedoneyourresearch Thedatathatwillbeusedtoinformthatmapshouldnotbebasedonguesswork. Organisationsshouldfirstlyidentifytheirbestcustomers(orthecustomersthattheywouldliketoattract),andmakesuretheythoroughlyunderstandthem,buildingabuyerpersonaforthesecustomers,andanyothercustomergroupthatisimportanttothebusiness. Toaidthisprocess,itisbestpracticetointerviewthesecustomergroupsabouttheirjourneystoensurethatyouunderstandtheirmotivations,goals,purchasinghabitsandpainpoints. Businessesshouldn’tmakethemistakeofassumingtheyknowwhatcustomerswant. ThismapfromHeartoftheCustomerdemonstrateshowthebuyerpersonainformstheentiremap,ultimatelyconcludinghowsuccessfullythisparticulardemographic’sjourneyhasbeen. (Clicktoenlarge) Theresearchprocessshouldalsocoveryourownorganisation.Itisimportantthatyouknowhowsuccessfullyeachofyourchannelsisproving,soyoushouldalsointerviewyourfrontlinestaffandteamsthatworkonthetouchpoints,toidentifyanyissuesorpainpointsthatshouldbefactoredintothemap. UX/digitaldesignagencyAdaptivePathbeginsthemappingprocessbyfirstbuildingatouchpointinventory,basedonqualitativeandquantitativeresearch.Thisensuresthatwhenitcomestodetailinghowthecustomermovesthroughinteractionandwhathe/sheexperiences,itisanaccuraterepresentation.  (Clicktoenlarge) Withacomprehensivefoundationofdata,organisationsareensuringthattheyarebestplacedtodeliveranaccuratevisualrepresentationofeachcustomer’sjourney,andtoidentifythepotentialproblemsthatcanbeexperiencedonthepathtopurchase. 2.Definebehaviouralstagesfromthecustomer’sperspective Havingdoneyourresearch,youshouldhaveaprettyclearideaoftheprocessesthateachofyourpersonasgothroughontheirpathtopurchaseandbeyond.Whenitcomestobuildingamap,itisimportantthatitisorganisedbystagesthatreflectthemajorgoalsyourcustomeristryingtoachieve,ratherthanorganisingitbystagesthatreflectyourowninternalprocesses.Thinkaboutwhatyourcustomeristryingtoachieveateverystep,andusethedatayouhavefromyourcustomerinterviewstoinformthis. ThisjourneymapfromTandemsevenclearlydetailsthegoals.   (Clicktoenlarge) 3.Captureyourcustomer’sconsiderations Aswellascapturingthemajorgoals,whichcharacterisethestagesofthemap,thejourneymapshouldalsotrytodetailmorespecificgoalsandconsiderationsthatthecustomermighthavealongtheway. Forinstance,thesemightinclude:wantingtofindoutwhatthedifferentoptionsare;ensuringthathe/sheispayingafairprice;orseekingreassurancethathe/shehasalltheinformationreadilyavailableabouttheflight.Bycapturingthesegoals/considerationsineachstageofthejourney,youareabletoexaminehowwellyouaremeetingthosegoalsandansweringanyquestions. FormorestorieslikethissignuptoourbulletinEnteryouremailaddresstoreceiveournewsletters.Enteremailaddress*Enteremailaddress SignupHereisanothermapfromTandemSeventhatoutlinesthekindsofthoughtsandgoalsthatcouldbecaptured. (Clicktoenlarge) 4.Detaileverytouchpoint Ateachofthestagesthathasbeenmappedout,considerwherethetouchpointsoccur. SteveOffseyCMOatMarketBuildr,describestouchpointsas:“thepointsofinteractionthatyourcustomerhaswithyourbrand,oroutsideofyourbrand,astheyseektomeettheirspecificgoalsandneeds.” Mapoutalltheinteractionsthatthecustomerhasduringhis/herjourneyandallthepotentialtouchpointswithyourorganisationthatcouldoccur. HereisacomprehensiveexamplefromTandemseven. (Clicktoenlarge) 5.Detailcustomerpainpoints Afteryouhaveregisteredallthetouchpoints,youwillnowbeabletomarkoutyourknownpainpointsonthejourneymap.Havingconductedyourinterviewswithcustomer-facingstaffandteamsthatworkontouchpoints,youwillknowwherethesepainpointsare.Thiswillcomeinusefulforlater,whenyouarelookingforactionstotakefollowingthemappingprocess. Similarly,youcouldhighlightwhereyouaredoingagreatjob.ThisexamplefromUserTestingdepictspositiveandnegativeexperiencesbycolourcode. (Clicktoenlarge) 6.Chartchangingcustomeremotions Nowyouhavedetailedthepainpoints(andthesuccesses),youcanalsoreflectyourcustomeremotions.Whilesomeofthismightbedictatedbythequalityofyourservice,someotheremotionsmaybearesultofthescenariothecustomerfindshim/herselfinandthegoalshe/shewishestoachieve. Thisinfographicfrominteractionsgroupdetailscustomeremotions(‘frustrated’,‘overwhelmed’,etc)andhowtheymovefrom‘negative’to‘positive’throughoutthejourney.   (Clicktoenlarge) 7.Considerwhatotherdetailcanbeaddedtothemap Themorecomprehensivethemapis,themorelikelyitistoaccuratelyrepresentthecustomer’sjourney,andthehighertheprobabilitythatyouwillbeabletoidentifyareasforimprovement.Therefore,anyadditionaldetailsthatcouldprovideinsightintothejourneyshouldbetakenintoconsiderationforinclusion.Thiscouldincludeexaminingwhetherastepcouldhavebeenavoidedor,asintheexamplefromHeartoftheCustomer below,howlongeachstagewouldtypicallytakeforthecustomer. (Clicktoenlarge) 8.Outlineopportunitiesforimprovements Remember,themapisameanstoanend,nottheenditself.Ifthemapdoesn’tresultinactionsbeingtaken,thenithasbeenawasteoftime.Therefore,itisimportantthatasthemapisbeingfilledout,andpainpointsandopportunitiesforimprovementarebeingidentified,thatthesearecharted. Asanexample,thissamplemapfromtheSmartCitiesproject,demonstrateshowEdinburghCouncilsurfacedanumberofareasthatcouldbeimproveduponduringtheirmappingprocess. (Clicktoenlarge)   Tags: Customerjourney Customerjourneymapping Sharethiscontent Leaveacomment Relatedcontent Whitepaper Sponsored Thefutureofcustomerengagementviasocialmedia New eGain 26thOct2021 eGainplatformpickedforcustomerengagement NeilDavey Managingeditor MyCustomer.com NeilDaveyisthemanaging editorofMyCustomer.Anexperiencedbusinessjournalistandeditor,Neilhasworkedonavarietyofnewspapers,magazinesandwebsitesoverthepast20 years,includingInternetWorks,CXOmagazineandBusinessManagement.HejoinedMyCustomer in2007. ReadmorefromNeilDavey Advertisement Replies(7) Pleaseloginorregistertojointhediscussion. ByAndrewO'Loughlim 04thNov201605:56 ExcellentarticlethanksNeil.Nicetoseeabunchofleadingexamplesofwhatwefindtobeanvaluableapproach. Thanks(2) ByAndrewLancaster 21stNov201721:26 ThanksforthemapsandpointersNeil-instructive.Iwonderhowonlineaccountsfitintothis.Multiple"steps"inthejourneycantakeplacethroughacustomer-controlledonlineaccountwiththeserviceprovider(frominitialresearchthroughtodownloadingpaidinvoices).Havingagoodinterfaceisapowerfulwaytoimprovetheexperienceandsomethingmanybusinessescouldinvestmorein. Thanks(1) Bytrends523 02ndAug201807:24 Goodandhelpfulpost.ThanksNeil. Thanks(0) Byhappywheelsasz 10thAug201804:08 Thisisagreatpostwithsomevaluabletips. Thanks(0) Byhappywheels 18thSep201805:02 I’mactuallyplanningtodosomethingverysimilarsinceoneofmyfriendsconvincedmetodoso,soI’dalsogreatlyappreciateanyadvicethatanyonehasonthistopic! Thanks(0) ByMarkStar 10thNov201804:14 Excellentstuffthanksdude Thanks(0) ByMary_Cream 22ndMay201912:29 Excellentarticle,likethoseclearexpalantionswithexamples.Keepupthegoodwork Thanks(0)