Customer Journey Mapping
Customer Journey Mapping visually represents a customer's experience with a product or service, highlighting pain points and opportunities. It fosters empathy and shared understanding within the team, leading to improved customer experiences.
Use this method when you need to understand the customer experience from their perspective, identify areas for improvement, and align the team on a customer-centric approach.
Solves: Lack of customer empathy, siloed understanding of customer experience, difficulty identifying and prioritizing areas for improvement.
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Step 1: Define the Map's Scope (15 min) - Focus on a single persona, scenario, and goal to avoid a generic map. Ensure you have defined customer personas beforehand.
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Step 2: Set the Stage (5 min) - Recap the target persona and the scope of the journey. Share any pre-reading materials a week in advance.
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Step 3: Build a Customer Back-Story (10 min) - Brainstorm reasons why the persona is on this journey, grouping similar ideas to create a narrative.
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Step 4: Map What the Customer Thinks and Feels (30-60 min) - Plot the journey one action at a time, including questions and decisions. Use different colored sticky notes for each element.
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Step 5: Map the Pain Points (10-30 min) - Identify and document pain points at each touchpoint, discussing their impact on the customer.
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Step 6: Chart a Sentiment Line (15 min) - (Optional) Plot the persona's sentiment at each touchpoint to visualize emotional changes.
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Step 7: Analyze the Big Picture (15 min) - Discuss trends, patterns, areas of confusion/frustration, and opportunities for improvement.
- Encourage participants to focus on the customer's perspective, not internal processes.
- Use different colored sticky notes to differentiate between actions, thoughts, feelings, and pain points.
- Capture additional context in expands or footnotes within the template.
- Map a future state: Design an ideal customer experience based on customer interviews and data.
- Map competitor journeys: Analyze competitor experiences to find inspiration.