‘Customer Journey Map’

Introduction

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Characteristics

Components

How to make?

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Define

Behavior

Attitude

Qualitative Quantitative

What people do?

Why people do?

What people say?

How many? How much?

Less explored area

Today, customers actively engage through multiple channels to make quick and educated decisions. The dynamic nature of brand and service switching often provides contradiction between what people say and what they actually do. Due to this, the age old surveys might not reveal the entire truth. The need is to adapt to their real-time experiences. It is becomes paramount to know how customers feel and think.

Customers are no longer passive

Age of Manufacturing (1900-1960)

Age of Distribution (1960-1990)

Age of Information (1990-2010) Age of the

Customer (2010- )

56% of all interactions happen during a multi-event, multi channel journey

http://www.slideshare.net/McK_CMSOForum/customer-journey-analytics-and-big-data?goback=.gmp_1783406.gde_1783406_member_234829088

Due to ongoing exposure through internet, phone (sms, calls), TV, company store, emails and advertisements instead of following the funnel model (where customers narrow down to limited options for buying along the buying journey), customers actively evaluate multiple sets and quickly switch loyalty. Today an overall customer experience spans across different channels.

Thus, old industry marketing rules doesn’t apply

Awareness

From To Linear Funnel Model Loop Model

Familiarity

Consideration

Purchase

Loyalty

Larg

er

su

b-s

et

to

narr

ow

ing

op

tions a

long

the journ

ey

Initial consideration set

Moment of purchase

Information gathering and hopping (active evaluation)

Post purchase experience (ongoing experience)

Loyalty Loop

Introduction

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The touch point mapping model

‘Customer Journey Map is a diagram that illustrates the steps your customer(s) go through in engaging with your company’

– HBR

Customer Journey Map tell

• Where to spend your money• Where people are having lot of

pain • What are the moments of truth

• How customers feel while interacting with your organization (the experience)

• How organizations can make effective improvements and innovations to their serviceUser Experience (UX) -> Customer Experience (CX)

Touch Points

• Touch point is any way by which customers can learn about their brands

From To

Consumer Driven Touch Points

- Talk to friends- Searching on

internet- Word of mouth- Research sites

Company Driven Touch Points

- Advertisements- In store product

experience

Introduction

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How are you talking to your customers?

The more customers are connected, more they talk about you, your brand and your service. The need for the organizations is to get into those conversations by understanding behavior of multi-channel touch points.

• Customer Journey Maps (CSJ) are not linear but involved active feedback loops

• CSJ show both direct and indirect interaction points (versus persona which mainly concentrate on direct and visible interaction points)

• Generally one map shows one persona (not one person)

• CSJ shows multi-channel experiences including social media interactions

• Company doesn’t have control over all touch point areas

• There is not standard template and is sector specific

Introduction

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Source: Youtube

Trivia: 58% of tweeters think that if tweet about a bad experience, the company should respond to them (Source: https://www.youtube.com/watch?v=Xiyd5xXWbso )

Characteristics of Customer Journey Map

Shows how customers perceive their interactions with your company

Introduction

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Characteristics

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CJM contain following components

- A Timeline - Events of activities- Phases - Related Information (Assumptions)- Touchpoints - Relative highs or lows- Pain points or opportunities.

Phases

Events/Activities

Emotional journey (highs and lows)

Related information

Pain points or opportunitiesSample CJM (Image Source: https://www.youtube.com/watch?v=jnIGMo7zf90 )

TouchPoints

Here is a step by step method to create your Customer Journey Map

Introduction

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Step 1

Ana

IT professional

Select a persona for the map

Step 2

Phases

Events

• Draw a timeline• Write events in the

customer journey and define phases

June 2014 Sept. 2014 Oct. 2014August 2014July 2014

Here is a step by step method to create your Customer Journey Map

Introduction

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Step 3

Phase 4Phase 1 Phase 2 Phase 3

Draw line of visibility to divide on-stage and backstage

experiences

Line of visibility

Onst

age

Back

sta

ge

June 2014 Sept. 2014 Oct. 2014August 2014July 2014

People and things with which customer comes in direct contact

Customer doesn’t come with direct contact with these but they act only as a support for onstage events

Here is a step by step method to create your Customer Journey Map

Introduction

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Step 4

Phase 4Phase 1 Phase 2 Phase 3

Mention touch points (both in terms of people and things)

Line of visibility

Onst

age

Back

sta

ge

People

Things

People

Things

June 2014 Sept. 2014 Oct. 2014August 2014July 2014

Here is a step by step method to create your Customer Journey Map

Introduction

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Step 5

Phase 4Phase 1 Phase 2 Phase 3

Mention attitudes and their feelings (highs and lows) – The experience of

the customer

Onst

age

Back

sta

ge

June 2014 Sept. 2014 Oct. 2014August 2014July 2014

+ (Highs)

- (Lows)

Attitude & Feelings

Emotional Journey

Line of visibility

How is she feeling? What

is she thinking?

Here is a step by step method to create your Customer Journey Map

Introduction

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Step 6

Add related information (assumptions, facts, charts)

Phase 4Phase 1 Phase 2 Phase 3

Onst

age

Back

sta

ge June 2014 Sept. 2014 Oct. 2014August 2014July 2014

+ (Highs)

- (Lows)

Attitude & FeelingsEmotional Journey

Line of visibility

Related Information

Here is a step by step method to create your Customer Journey Map

Introduction

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Step 7

Find moment of ruth, pain points and opportunity areas

Phase 4Phase 1 Phase 2 Phase 3

Onst

age

Back

sta

ge June 2014 Sept. 2014 Oct. 2014August 2014July 2014

+ (Highs)

- (Lows)

Attitude & FeelingsEmotional Journey

Line of visibility

Related Information

Attitudes evaluated for positive or

negative outcome and business impact analyzed to prioritize and find focus areas

Other depictions of Customer Journey Maps

Introduction

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http://www.uxmatters.com/mt/archives/2011/09/images/EffectiveUIJourneyMapExample.jpg

http://www.adaptivepath.com/uploads/images/RailEurope_CXMap_FINAL%20copy_001.png

http://desonance.files.wordpress.com/2011/05/map_b_desonance.jpg http://www.heartofthecustomer.com/wp-content/uploads/2013/03/Customer-Journey-Map.png

• Apple’s experience cycle:• http://www.dubberly.com/wp-content/uploads/2009/01/apple_experience_cycle.pdf• Customer Journey canvas: • http://files.thisisservicedesignthinking.com/tisdt_cujoca.pdf• Service Design tools:• http://www.servicedesigntools.org/• Customer journey map game:• http://www.servicedesigntools.org/tools/8• CX (Customer Experience) journey mapping toolkit:• http://designingcx.com/cx-journey-mapping-toolkit/• Crash course in CS journey mapping: • http://designingcx.com/wp-content/uploads/2012/07/Crash-Course-CX-Journey-Mapping-20120731.pdf• McKinsey collection on Customer Journey Map: • http://www.mckinsey.com/client_service/marketing_and_sales/latest_thinking/customer_decision_journey• http://www.slideshare.net/McK_CMSOForum/customer-experience-journey-webinar-v10-091713• http://www.mckinsey.com/insights/marketing_sales/the_consumer_decision_journey

• Writing great experiences customer journey maps• http://www.slideshare.net/joyce_hostyn/writing-great-experiences-customer-experience-journey-maps • http://desonance.wordpress.com/2010/06/16/customer-experience-mapping/ • https://experiencinginformation.wordpress.com/2010/05/10/customer-journey-mapping-resources-on-the-web/• http://sixrevisions.com/user-experience-ux/customer-journey-maps/

• http://www.uxmatters.com/mt/archives/2011/09/images/EffectiveUIJourneyMapExample.jpg• http://www.adaptivepath.com/uploads/images/RailEurope_CXMap_FINAL%20copy_001.png• http://desonance.files.wordpress.com/2011/05/map_b_desonance.jpg• http://www.heartofthecustomer.com/wp-content/uploads/2013/03/Customer-Journey-Map.png

• Images: Examples of journey maps

Introduction

Need

Characteristics

Components

How to make?

Supplements

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‘Customers are not oranges (one which can be squeezed) but are like a plant (one which requires nurturing)’ - Anonymous