10 most interesting examples of Customer Journey Maps - Blog

As you can see Customer Journey Map is a tool that can be used in many different ways to achieve different goals. For example LANCOME created a map of brand ... 10mostinterestingexamplesofCustomerJourneyMaps back 10mostinterestingexamplesofCustomerJourneyMaps 9września,DorisWójcicka Skomentuj IntheprevioustextIdescribedhowtocreateaCustomerJourneyMapinfeweasysteps.TodayI’dliketopresentsomeexamplesofinspiringmapswhichdifferintheirform,levelofdetailandapproachtotheissue. 1. LetmestartwithaCustomerJourneyMapcreatedbyLEGO.Presentedtooliscalledthe“experiencewheel”.ItisconstructedinaninterestingandsimplifiedwayandshowstheanalysisofaflighttotheNewYorkCity.Thecentralpartofthewheelincludespersona’scharacteristics.Thenextcircleisdividedintothreelevelsofexperienceandachievingthegoaloftravelling.Outsidethecirclewe’llfinddescriptionsofeverystepapersonwilltakeforthisjourney.Everystepwasmarkedwithanemoticonmirroringpositive,neutralornegativeexperience.Thisformofamapisreallysimpleandeasytomake–evenatameetingduringdiscussiononideasorissues.It’sagreatwayoftakingaquicklookatourproductorservice‘throughtheeyesofthecustomer’. source: http://www.paulolyslager.com/wp-content/uploads/2015/04/lego.jpg?997da0 2. ThesecondCustomerJourneyMapthatI’dliketodiscussisaverysimple,butatthesametimefullofdata,analysisofapotentialgamerwhoisahard-workingFinancialDirector.Thismapalsousesadescriptionofapersonabutwe’llfindmoredetailshere,bothpersonal–aims,habits,motivations–andaprofileofgamingexperience.Thisunusualbehaviouralapproachshowshowapreviousgamingexperiencehasshapedtheawarenessandthewayofperceivinggamesbyagivenuserandhowithasinfluencedhisdecisions.Suchanalysisofthinking,doingandfeelingenablesidentifyingtherootcausesofnegativeandpositiveexperiencesfromusingourproducts.Thisisaverygoodstartingpointforthedetailedanalysistoansweraquestion–whichuserexperiencewe’dliketochangeandhow? source: https://www.behance.net/gallery/16468925/Mobile-Game-Journey-map-Persona-definition 3. ThenexttoolI’dliketodiscussisaCustomerExperienceMapwhichissimilartotheCustomerJourneyMap.ThedifferencebetweenthesetwoisthatinCEMweanalyseageneralexperienceofthecustomerfocusingonthecustomerserviceprocesswhileinCJMwechooseonetypicalcustomeranddescribehisorherexperiencefromtheperspectiveofaspecifiedsituationandcontext.Withtheuseofthemappresentedbelowwecaneasilyidentifywhatopportunitiesandthreatstothepositivecustomerexperiencewecanfindinourcustomerserviceprocess–e.g.returnofaproductpurchasedonline. source: http://cxday.de/wp-content/uploads/2014/05/KerryBodine.com-Intuit-journey-map.png 4. ThenextmapisalsoclosertotheCustomerExperienceMap,mostlybecauseofageneralanalysisofcustomerexperience,ratherthanchoosingaperspectiveofatypicalrepresentativeofacustomergroup.Whatdifferentiatesthismapfromothersisspecifyingopportunitiesandpossibleimprovementareaswhichleadtomakingcustomerexperiencebetter.Thisakeyaddedvalueofcreatingcustomerexperiencemaps–noticingareaswhichcansometimesbeveryeasilyimprovedtosignificantlyincreasethelevelofcustomersatisfaction. source: http://uxmastery.com/ux-marks-the-spot-mapping-the-user-experience/ 5. BelowmapisanexampleofmergingCJMandCEM.Theauthorshaveenumeratedfourcustomergroupsandtwosituationswhereagivenprocessisused.Themapiscomprehensivebothinthegraphicalaspect(theuseofsymbols,icons,amapkey,bubbles,personas)andifitcomestothecontent(quoteswhichpresentattitudesandemotionsofcustomers,detailedinformationonpossibleimprovements).Despitesomanygraphicalelementsusedonthemapitiseasytoread.Topreparesuchmapproperlyitisworthtohavethedatacollectedbyresearchandanalysisbeforehand. source: https://desonance.files.wordpress.com/2011/11/return-experience-map_desonance_nov-11.pdf 6. Anotherexampleisasimpleanalysisofexperienceofacoupleplanningtheirvacation.Themapisveryclear.Itisavisualisationofdatapresentingthelevelofcustomersatisfactionandengagementwhereareaswhichneedimprovementwerepointedout. source: http://www.bhavacom.com/2012/08/ 7. AsyoucanseeCustomerJourneyMapisatoolthatcanbeusedinmanydifferentwaystoachievedifferentgoals.ForexampleLANCOMEcreatedamapofbrandexperiencejourney–experiencetheirclientshavewiththebrand.Suchanalysiscanbehelpfulincreatingamarketingandcommunicationsstrategy. source: https://www.behance.net/gallery/Lancom-brand-journey/5217737 8. Twofollowingmapsareexamplesofdifferentgraphicalformsofpresentingdataattheexperiencemap. source: http://www.miscmagazine.com/customer-journey-mapping/ 9. source: http://www.lorettaneal.com/peoplesmart.html 10. Andlastbutnotleast,themapcreatedbyIkeawhichpresentscustomerexperienceduringavisitinIkeastore.Youcancheckforyourselvesifitrepresentsyourexperience.Whatopportunitiesandpossibleimprovementswouldyourecommendforareaswherecustomerexperiencewasevaluatedasbad?Whatwouldyouchange? source: https://marketingexperiencial.wordpress.com/2015/03/07/customer-journey-map-o-mapa-del-viaje-del-cliente-para-gestionar-la-experiencia-de-cliente/ Summary TosumupI’dliketopresentaninfographicwhichshowsthekeyelementstocreatingaCustomerJourneyMap.Iencourageyoutotakealookatyourbusinessfromtheperspectiveofamapcreatedinthiswayandshareyourexamples. source: http://www.ux-lady.com/diy-experience-map/ Komentarze Liczbakomentarzy: Bądźpierwszyizostawswójkomentarz. Powiązanewpisy: 80creative404errorpages InterviewwithMarcinUkleja,thefounderofVYBEMapservice ABeginner’sGuidetoUnderstandingUX UX,Usability,Design–TheBestofAugust2015 Facebook Twitter Linkedin GooglePlus YouTube Instagram