Customer Journey Maps
A customer journey map provides a vivid but structured visualisation of a service user’s experience. The touch points where users interact with the service are often used in order to construct a “journey” — an engaging story based upon their experience. This story details their service interactions and accompanying emotions in a highly accessible manner.
Why is it used?
A customer journey map provides a vivid but structured visualisation of a service user’s experience. The touch points where users interact with the service are often used in order to construct a “journey” — an engaging story based upon their experience. This story details their service interactions and accompanying emotions in a highly accessible manner.
When is it helpful?
Understanding and empathising with customers lays the groundwork for meaningful interactions and successful business outcomes. It also provides a tangible framework for CX initiatives.
How is it applied?
Identifying the touch points where users interact with the service is crucial. These can take many forms, from personal face to face contact between individuals, to virtual interactions with a website or physical trips to a building. Constructing a customer journey map involves defining these touch points by generating user insights. Interviews work well here, but maps can also be documented by customers themselves — blogs and video diaries provide insights into the user’s own language, which always makes for an engaging set of materials when constructing the map. Once the touch points have been identified, they can be connected together in a visual representation of the overall experience. This overview should be visually engaging enough to make it easily accessible to all, but should also incorporate enough detail to provide real insights into the journeys being displayed. This might mean basing the map around Personas, so that the customers doing the journeying become far more than just names on a page. Basing the map around materials customers themselves have produced also helps facilitate empathic engagement, which is crucial for conveying the myriad emotions most journeys are made of.
Customer journey maps
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