Customer Journey Mapping

Why should you use this method?

• To maintain a customer-centric mindset
• Identify bottlenecks or silos
• Quickly spot areas of need
• Identify areas of opportunities

What is customer journey mapping?

Customer journey mapping is mapping out every engagement your customer has with your service, brand, product offering. Businesses often have multiple customer journey maps, reflecting a different area where the customer engages with your business or brand.

Overview of a customer journey map:

• Identify core user moments: Identify the core moments of engagement for your user
• Identify secondary moments: Think about people or factors that influence the user
• Order the moments: Consider the order you think your user would likely experience the core and secondary moments and evolve your original journey map by adding, removing, reordering, revising those moments

Some tips on how to focus the moments

• Design the opening moment: The beginning of the experience is the perfect opportunity to set the tone and the rules of engagement
• Design the closing moment: The ending moment should offer closure by revisiting a prompt or idea from earlier or generate some warm-fuzzies by sharing a moment of gratitude with your users

How can you create a customer journey map?

0. Before you start

Define the persona or the user for the customer journey mapping.

1. Define the stages

Cover all the experiences starting from when the customer becomes aware of the product to sustaining their loyalty with you.

2. Determine the steps

Determine all the steps required by the customer in those stages of your journey.

3. Define the touchpoints

Define all the crucial touchpoints that the user will go through in those steps.

4. List the departments

List out all the departments that will have an impact on the user experience in that particular stage of the journey.

5. Map the emotions

Write down the emotional shift that you would like the user to experience.

6. Identify the needs

Finally, based on the emotional shift you want to achieve, identify the user need that will cause that shift.

7. Repeat for every stage

Repeat steps from 2-6 for every stage of the user journey.

8. Focus on the opening moment

Identify the opening moment of the customer journey and state it to have a clear focus.

9. Focus on the closing moment

Identify the closing moment of the customer journey and state it to have a clear focus.