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Why Make a Customer Journey Map?
Short answer: It is a holistic, end to end customer experience with context to each phase.
But wait! There’s more…
•It helps guide and prioritize decisions/actions to be taken by viewing areas of opportunity and impact
•Is defined by data / measurable metrics, to help inform impact
•Allows for benchmark studies and identification of opportunity gaps
BEFORE YOU BEGIN, ASK:
Who is the audience (defines fidelity of your JM), scope and metrics for which you will measure the tasks.
Steps toward Journey Mapping
This is how we approach journey mapping from the start.
1. Discovery (Identify stakeholders, preliminary research, customer interviews)
2. Understand current journey (This is to understand the current system in place and it’s pain points and opportunities)
3. Create future journey maps (This is the happy path/ideal system we want to achieve in the future)
4. Implement (Let’s make it happen!)
Overarching motivators
It is important to understand what fundamentally drives users towards completing an action.
Phases
These are the stages a user goes through in a typical product/service experience as well as examples of what falls under each of the categories.
1. Awareness [ex. PR mentions, monthly traffic, social media messaging]
2. Research /Consideration [ex. Brand perception, balance rate]
3. Choice reduction [ex. customer acquisition cost, conversion]
3. Purchase [ex. Day 0 experience, decision to buy…
