Effective Customer Journey Maps [Infographic]

As businesses grapple with how to deliver a spectacular customer experience, customer journey maps have become must-have items. Journey maps are a way to instantly arm your business with data and insight on how customers interact with your brand. These maps visualize what it’s like to be your customer—quickly and efficiently.

As businesses grapple with how to deliver a spectacular customer experience, customer journey maps have become must-have items. Journey maps are a way to instantly arm your business with data and insight on how customers interact with your brand. These maps visualize what it’s like to be your customer—quickly and efficiently.

The infographic below brings the journey mapping process to life. It describes:

  • What journey maps are and why create them
  • The high-level steps to create a customer journey map
  • The essentials of effective customer journey maps
  • The different types of journey maps (ex: Customer Lifecycle, Service Blueprint)
  • An example customer journey.

Want a visual guide for creating effective customer journey maps? Click on the infographic directly below.

Curious to learn more about future-state journey mapping? This complimentary Forrester report, “Start Innovating with Future-State Journey Mapping” can help make sure your journey maps envision the future.

Learn how you can build the most effective customer journey maps, personas, and more using UX360.

Text of “Effective Customer Journey Maps” Infographic

  1. Journey Maps are a popular and important method in customer and user experience optimization. Here are some best practices for creating Journey Maps that will be effective in transforming your customer’s experience.
  2. What is a Journey Map? Journey Maps tell the story of your customer’s experience. They identify your customer’s key interactions with your product or service, including their motivations, goals, and expectations. Journey Maps visualize what it is like to be your customer quickly and efficiently.
  3. Why create a Journey Map?
  4. Understand Customer Experience. Understand your Customer Experience (CX) acrosstouchpoints, channels, and relationship stages.
  5. Communicate and align internal business units.  The Journey Map provides an efficient document for communicating and aligning around the customer’s perceptions of the experience.
  6. Create Internal Visibility and Accountability.  Map people and processes to discrete elements of the customer experience to show what internal groups are accountable.
  7. Here are the high-level steps to create a Customer Journey Map.
  8. Define. Define objectives, target customers, and scope of the journey you wish to understand. Gather existing quantitative and qualitative data to review.
  9. Research. Observe and listen to your customers in their natural habitat. Contextual Inquiry provides deep insight into behaviors, emotions,motivationsand expectations as well as understanding the customer’s path. Validate with quantitative research.
  10. Personas. Based on the research, create personas that represent the key roles in your customer’s organization. These personas will allow you to visualize the journey through their eyes.
  11. Journey Map. Facilitate a workshop to review all the research and map out a hypothesis and/or current state journey map. Then, follow the same process to create a future-state journey map to show your ideal customer journey.
  12. Activate.  Identify opportunities and problems to fix. Cultivate recommendations and solutions, then prioritize them according to customer and business value. Create a roadmap and assign teams to projects. Measure your progress and watch your customer experience improve!
  13. Journey Map Key Attributes: Customer Journeys are outside-in. They are from your customer’s perspective, rather than your internal processes or systems.
  14.  Create Journey Across Touchpoints. Create a holistic view of the Customer Experience by creating a journey across channels (web, mobile, phone, in store, etc.) and touchpoints(every interaction they have with your company).
  15. Visualize Customer’s Perceptions of the Experience Tailor Map to Engage Business Stakeholders. Include the actions the customer takes as well as their goals, motivations, expectations and emotions about the experience.
  16. Include Qualitative and Quantitative Metrics. Use Contextual Inquiry to get deep, qualitative understanding of the customer’s journey. Then, validate with quantitative metrics, like VOC data from your call center, customer satisfaction surveys, or web analytics.
  17. Incorporate Actionable Insights and Metrics. Identify key moments that matter, pain points and opportunities for improvement and innovation. Use metrics to measure the health of your customer experience.
  18. Tailor Map to Engage Business Stakeholders. Include information in your maps that is specific to business stakeholders, or create multiple maps for each division. For executives, include Key Performance Indicators. For other teams, a “behind the scenes” view helps to tie the customer’s experience to business processes.
  19. Types of Journey Maps & their business value
  20. There are many types of Journey Maps, and each has their purpose. Here are a few examples and the business value they bring. These types are not mutually exclusive, different elements of each can be combined into one map.
  21. Emotional Journey.  Visually illustrate your customer’s emotions as they interact with your product or service. The emotional journey focuses on the emotional satisfaction and triggers that drive customer loyalty and decision making.
  22. Front Stage/Back Stage.  Align the internal operational processes (back stage) with the customer’s journey (front stage). This journey type highlights internal processes that may be causing a disconnected or inconsistent customer experience.
  23. Customer Lifecycle. The customer lifecycle follows the customer throughout the stages of their relationship with your company. It is high-level and can follow the customer over many years. These can be useful for marketing and sales to target their efforts.
  24. Channel Map. A channel map focuses on the interactions within and across channels, i.e. your website, call center, or physical store. Use these to help streamline and improve consistency in operations across channels.
  25. Service Blueprint. The service blueprint portrays the customer’s journey with a service along with all the interactions that make that service possible. These can be current state, or future state to envision new or enhanced services.
  26. Heat Map. A heat map uses color to quickly highlight and prioritize issues to invest in and fix. This map can be combined with other maps to provide the necessary background or justification to address the highlighted issues.
  27. Anatomy of a Journey Map. Journey Maps can include many elements and can be customized to fit the needs of your organization. Here are the basic elements of an example current state map for a frequent business traveler.
    1. Persona-Identify the customer embarking on the journey.
    2. Stages-Organize the journey into the major stages.
    3. Goals-Include the customer’s goals and expectations.
    4. Actions-Define what the customer is doing, also include their interaction points.
    5. Opportunities: Leverage positive customer reviews to build brand awareness and customer loyalty.
  28. Thoughts and feelings: Include the customer’s thoughts and feelings in the different phases of the journey to empathize with them.
  29. Metrics.  Map quantitative data onto the journey to show the relationship to the qualitative information.
  30. Opportunities. Identify opportunities for improvement and innovation, or that require more research to create a future state journey.

As businesses grapple with how to deliver a spectacular customer experience, customer journey maps have become must-have items. Journey maps are a way to instantly arm your business with data and insight on how customers interact with your brand. These maps visualize what it’s like to be your customer—quickly and efficiently.

As businesses grapple with how to deliver a spectacular customer experience, customer journey maps have become must-have items. Journey maps are a way to instantly arm your business with data and insight on how customers interact with your brand. These maps visualize what it’s like to be your customer—quickly and efficiently.

The infographic below brings the journey mapping process to life. It describes:

  • What journey maps are and why create them
  • The high-level steps to create a customer journey map
  • The essentials of effective customer journey maps
  • The different types of journey maps (ex: Customer Lifecycle, Service Blueprint)
  • An example customer journey.

Want a visual guide for creating effective customer journey maps? Click on the infographic directly below.

Curious to learn more about future-state journey mapping? This complimentary Forrester report, “Start Innovating with Future-State Journey Mapping” can help make sure your journey maps envision the future.

Learn how you can build the most effective customer journey maps, personas, and more using UX360.

Text of “Effective Customer Journey Maps” Infographic

  1. Journey Maps are a popular and important method in customer and user experience optimization. Here are some best practices for creating Journey Maps that will be effective in transforming your customer’s experience.
  2. What is a Journey Map? Journey Maps tell the story of your customer’s experience. They identify your customer’s key interactions with your product or service, including their motivations, goals, and expectations. Journey Maps visualize what it is like to be your customer quickly and efficiently.
  3. Why create a Journey Map?
  4. Understand Customer Experience. Understand your Customer Experience (CX) acrosstouchpoints, channels, and relationship stages.
  5. Communicate and align internal business units.  The Journey Map provides an efficient document for communicating and aligning around the customer’s perceptions of the experience.
  6. Create Internal Visibility and Accountability.  Map people and processes to discrete elements of the customer experience to show what internal groups are accountable.
  7. Here are the high-level steps to create a Customer Journey Map.
  8. Define. Define objectives, target customers, and scope of the journey you wish to understand. Gather existing quantitative and qualitative data to review.
  9. Research. Observe and listen to your customers in their natural habitat. Contextual Inquiry provides deep insight into behaviors, emotions,motivationsand expectations as well as understanding the customer’s path. Validate with quantitative research.
  10. Personas. Based on the research, create personas that represent the key roles in your customer’s organization. These personas will allow you to visualize the journey through their eyes.
  11. Journey Map. Facilitate a workshop to review all the research and map out a hypothesis and/or current state journey map. Then, follow the same process to create a future-state journey map to show your ideal customer journey.
  12. Activate.  Identify opportunities and problems to fix. Cultivate recommendations and solutions, then prioritize them according to customer and business value. Create a roadmap and assign teams to projects. Measure your progress and watch your customer experience improve!
  13. Journey Map Key Attributes: Customer Journeys are outside-in. They are from your customer’s perspective, rather than your internal processes or systems.
  14.  Create Journey Across Touchpoints. Create a holistic view of the Customer Experience by creating a journey across channels (web, mobile, phone, in store, etc.) and touchpoints(every interaction they have with your company).
  15. Visualize Customer’s Perceptions of the Experience Tailor Map to Engage Business Stakeholders. Include the actions the customer takes as well as their goals, motivations, expectations and emotions about the experience.
  16. Include Qualitative and Quantitative Metrics. Use Contextual Inquiry to get deep, qualitative understanding of the customer’s journey. Then, validate with quantitative metrics, like VOC data from your call center, customer satisfaction surveys, or web analytics.
  17. Incorporate Actionable Insights and Metrics. Identify key moments that matter, pain points and opportunities for improvement and innovation. Use metrics to measure the health of your customer experience.
  18. Tailor Map to Engage Business Stakeholders. Include information in your maps that is specific to business stakeholders, or create multiple maps for each division. For executives, include Key Performance Indicators. For other teams, a “behind the scenes” view helps to tie the customer’s experience to business processes.
  19. Types of Journey Maps & their business value
  20. There are many types of Journey Maps, and each has their purpose. Here are a few examples and the business value they bring. These types are not mutually exclusive, different elements of each can be combined into one map.
  21. Emotional Journey.  Visually illustrate your customer’s emotions as they interact with your product or service. The emotional journey focuses on the emotional satisfaction and triggers that drive customer loyalty and decision making.
  22. Front Stage/Back Stage.  Align the internal operational processes (back stage) with the customer’s journey (front stage). This journey type highlights internal processes that may be causing a disconnected or inconsistent customer experience.
  23. Customer Lifecycle. The customer lifecycle follows the customer throughout the stages of their relationship with your company. It is high-level and can follow the customer over many years. These can be useful for marketing and sales to target their efforts.
  24. Channel Map. A channel map focuses on the interactions within and across channels, i.e. your website, call center, or physical store. Use these to help streamline and improve consistency in operations across channels.
  25. Service Blueprint. The service blueprint portrays the customer’s journey with a service along with all the interactions that make that service possible. These can be current state, or future state to envision new or enhanced services.
  26. Heat Map. A heat map uses color to quickly highlight and prioritize issues to invest in and fix. This map can be combined with other maps to provide the necessary background or justification to address the highlighted issues.
  27. Anatomy of a Journey Map. Journey Maps can include many elements and can be customized to fit the needs of your organization. Here are the basic elements of an example current state map for a frequent business traveler.
    1. Persona-Identify the customer embarking on the journey.
    2. Stages-Organize the journey into the major stages.
    3. Goals-Include the customer’s goals and expectations.
    4. Actions-Define what the customer is doing, also include their interaction points.
    5. Opportunities: Leverage positive customer reviews to build brand awareness and customer loyalty.
  28. Thoughts and feelings: Include the customer’s thoughts and feelings in the different phases of the journey to empathize with them.
  29. Metrics.  Map quantitative data onto the journey to show the relationship to the qualitative information.
  30. Opportunities. Identify opportunities for improvement and innovation, or that require more research to create a future state journey.
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UX360 - Enterprise Journey Mapping Platform

Power Platform

UX360 - Enterprise Journey Mapping Platform
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2017-08-08T17:40:16+00:00