Mapping the Customer Journey

Updated: Jul 22

Customer Journey mapping lets you step into your customers shoes and see your brand from their perspective. It is the visual representation of every experience a customer has with your organisation and creates the springboard for setting your strategic direction.



I have been customer journey mapping for over 10 years, but in the last 6 years it has become such an important part of the work I do. I have used many different tools to capture these maps from Powerpoint to Visio to Gliffy to Uxpressia.


Whilst the tools might have changed, the approach and the benefits remain the same.

Benefits of mapping


  • Visually lets you see where the interactions take place.

  • Mapping will show the gap between the desired experience and the actual experience.

  • Lets you focus on customer needs at different stages to improve and enhance the experience.

  • Determines whether the experience you provide is logical.

  • Highlights gaps, development priorities and process improvements.

  • Shows where to concentrate your efforts and expenditure to maximise effectiveness.

  • Different teams within an organisation often don't talk enough, so by bringing them together to map the journey you ensure a full understanding of the impact of actions.

  • Breaks down organisation silos.


The benefits are clear, but what about the approach you take to delivering beneficial mapping?


The Process


  • Gather a cross section of the business into a room - let them know they will be there for a while!

  • Make sure you have a big wall that you can stick post-it notes on.

  • Start with the User Persona - who is the customer, give them a name, and demographic, bring them to life.

  • Walk the journey from beginning to end, putting your notes on the wall. The post-it notes let you re-order and create space when you identify a gap.

  • Make sure you have a good facilitator who can keep the pace, keep everyone engaged, prompt and ask searching questions.

  • Take photos of the wall.

  • Map it out using a tool like Uxpressia.

  • Get everyone back in the room to review, amend, prioritise and delegate.


Everyone needs to be engaged, and remember that for today they are the customer, not the employee.

The Key Stages


If you look online you will see a lot of Customer Journey Maps covering the same four stages:


  • Awareness

  • Consideration

  • Preference

  • Purchase


However, this misses out two key stages:


  • Research - when the customer might have a need and is figuring out if they need to solve it.

  • Keeping in touch - the transaction is complete but you still want to be on their mind in case they encounter a future problem you could help with.


My Top Tips


If you go online there is lots of advice on how to create customer journey maps, but from my experience across many different industries these are my top tips.


  • Get a good cross section of your organisation involved.

  • Use a facilitator who is neutral and will listen to all the voices in the room.

  • Be visual - post-it notes are good.

  • Start with the User Persona.

  • Add actionable items as you go.

  • Don't be too high level.

  • Don't be too low level.

  • Always consider the 'research' and 'keeping in touch' stages.

  • Always two workshops - create, then review and amend.

  • Always two journeys to create - 'Now' and 'Aspirational'.


If you want to talk more about Customer Journey Mapping then just get in touch - shona@shonacrawford.co.uk


#customerjourneymapping #customerjourney #userpersona

Contact

shona@shonacrawford.co.uk

​​

Tel: 07766 943 125

Scotland, UK

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