Customer Journey Maps
Tell the Story of Your Design with Customer Journey Maps
What we'll cover
What is a Journey Map?
The Benefits
Anatomy of a Journey Map
Types of Journey Maps
When to Use Journey Maps
The Process and Tools
When Journey Mapping Fails
Journey Mapping Success
What is a Customer Journey Map?
Customer Journey Maps
Customer Experience Maps
Experience Maps
Digital Journey
Empathy Maps
Service Blueprints
Spacial Maps
Lifecycle Maps
Storyboards
Process Maps
Mental Model Diagrams
Alignment Diagrams
Visual
Tells a Story
They Present the Customer Point of View
...as well as internal processes or systems
They are Based on Customer Research
Observe and listen to real customers in context
They Create Actionable Insights
Identify key moments, pain points and opportunities
They Visualize Your Customer’s Experience and Perceptions
Communicate goals, emotions, motivations, and expectations –
across all touch points.
a Storytelling and Decision Making Framework
Contextual Inquiry | Usability Test
Survey | Net Promoter Score
Qualitative
Quantitative
They Support Ongoing CX Measurement and Governance.
Define methods to measure progress and govern changes.
They identify opportunities for innovation
They align everyone to a common understanding of the customer experience
it's an Org Chart of your customer's experience
the benefits of Journey Maps
Organizations that design for and manage a consistent, unified experience across touchpoints see enormous benefits: greater satisfaction, stronger loyalty, and ...
Larger returns
60%
30%
60%
During the next three years, 60% of digital commerce analytics investments will be spent on customer journey efforts.
By 2018, organizations that have fully invested in Journey Mapping efforts will outsell companies, that have not, by more than 30%.
By 2018, 60% of large organizations will develop
in-house customer journey mapping capabilities.
Source: Gartner – Market Guide for Customer Journey Analytics - June 2016
Retain and Attract Customers
Increase Operational Efficiency
Save Money & Increase Revenue
Differentiate from the Competition
Business Value
Drive Innovation
WHy
- "Why" and where are customers getting frustrated across touchpoint
-
"Why" we have to make changes
- They give us the “why” behind the customer behaviors we observe in the analytics and scorecards
They Tell us Why
THE ANATOMY OF A JOURNEY MAP
The Lens
The Experience
The INSIGHTS
Types of Journey Maps
Current State
Future State
Assumptive
Validated
SAMPLES
When to use Journey Maps
Journey Maps as part of an overall design system
...when you have questions that need to be answered
What will the customer do right AFTERWORDS?
Source: Temkin Group
What did the customer do right BEFORE?
What is the customers real goal?
Who is the customer?
What will make the customer happy?
Where are they getting frustrated?
...Across channels
The Process
Workshops
Research
Analysis
Analysis
Tools for creation
Forrester - The New World Of Customer Journey Mapping Software - September 29, 2016
Tools for creation
Tools for creation
Tools for creation
Tools for creation
Remote Research & Collaboration
Remote Research & Collaboration
Text
PRIORITIZE, Present, share, socialize,
When Journey Mapping Fails
Why Journey Mapping Efforts Fail
Starting without full executive buy-in
Mapping the wrong things
Teams assuming they fully know the customer's experience
Design solutions that are based on an incomplete understanding of the organization
Failure to tie the insights to action
Perceiving the deliverable as "Final"
Difficulty with distributed teams
Of those CX practitioners who convinced their companies to make large investments in CX, only 51% had survived in their role beyond year 2.
Of those who described their focus as building proof-points for the benefits from CX, 72% survived in their role beyond year 2.“
Source: David Hicks, CEO TribeCX Ltd - January 2017
Strategies for journey map success
Get that first project under your belt
Source: 5 Strategies for Building on Journey Mapping Success - Andrew Foley, TandemSeven
Don’t over invest in the “completeness” of the concept
Get Tactical!
Target Specific Initiatives
Source: 5 Strategies for Building on Journey Mapping Success - Andrew Foley, TandemSeven
DEVELOP THE FUTURE JOURNEY
Source: 5 Strategies for Building on Journey Mapping Success - Andrew Foley, TandemSeven
Radically re-imagine the journey for the future
Plan Forward!
Develop a Realistic Roadmap
Source: 5 Strategies for Building on Journey Mapping Success - Andrew Foley, TandemSeven
Get a Fresh Perspective!
ONGOING CUSTOMER RESEARCH
Source: 5 Strategies for Building on Journey Mapping Success - Andrew Foley, TandemSeven
Negotiating Journey Maps
Objections
We don't have time or budget
Counterpoints
We can cap the expense and "right" size the effort. The budget is comparable to usability tests and marketing surveys.
We already know all of this.
Great but documenting this knowledge helps keep the conversation going AND we won't lose this insight when someone leaves the company.
Each department has a process map
Ok, but do they show interactions across channels and touchpoints?
I represent the target group. Just ask me what's valuable.
Your "internal" insights are invaluable in creating the initial hypothesis map. Then getting "external" customer input will validate this map and provide an opportunity to find growth and innovation area. We aren't the customer so we also need their perspective.
Negotiating Journey Maps
Objections
Marketing already does research
Counterpoints
That's a good thing, but not enough. We need to uncover UNMET NEEDS and UNEXPRESSED FEELINGS and show them in the context of the overall experience
Questions?
Tell the Story of Your Design with Customer Journey Maps
By Robert Sherron
Tell the Story of Your Design with Customer Journey Maps
Mark Di Sciullo and Robert Sherron from the Boston-based TandemSeven firm will discuss how to visualize the key interactions customers have with your product or service through the use of a Customer Journey Map. This visualization method enables you to gain insights that'll humanize and prioritize design and technology decisions. The goal of this discussion is to present you with a framework to create a powerful story to help shift your organization's perspective from inside-out to outside-in.
