journey mapping tips: the why and the what

The Why & The What

JOURNEY MAPS

AGENDA◊1. WHY USE JOURNEY MAPS◊2. AN EXAMPLE JOURNEY MAP

JOURNEY MAPS© More Than Metrics

WHY?


Brings Teams and Organizations Together: Journey Mapping can align the different departments or perspectives within a compa-ny or across organizations and create a common focus.

Competitve Advantage: 89% of companies expect to compete mostly on the basis of customer experience by 2016 – vs. 36% four years ago. *Gartner Research, 2015

Increases Revenue: Poor customer experiences result in an estimated $83 Billion loss by US enterprises each year because of defections and abandoned purchases. Forbes, 2013

7 REASONS TO USE JOURNEY MAPS


Zoom Out: Journey Maps help you get outside of your organization’s perspectiveand look at your organization or product from multiple points of view. You can create a journey map from that of the customer, of your employees or external stakeholders. Regardless of the perspective, taking a moment to Zoon out can help you actually understand the problem you‘re trying to solve.

Understand Why: Organizations know when something is going wrong through metrics, however, they have a hard time figuring out WHY. Journey Mapping helps us get at the why because it highlights moments of opportunity/moments or intervention.



Customers influence each other: Customer power has grown, as 73% of firms trust recommendations from friends and family, while only 19% trust direct communication.

Forrester report: “Consumer “Ad-itudes” Stay Strong”, 2012

Not only do people expect it but they are willing to pay for it: 86% of consumers will pay more for a better customer experience. RightNow Customer Experience Impact Report, 2011



JOURNEY MAPSVisualize the experience of a person or a group of people as a sequence of steps.


5 6 7 8

TESS

1 4

This is just a high-level perspective …

2 3 9


Each step or touch point can be separated into smaller steps …

7

SEND A TEXT

SCANNING INSTAGRAM

OPENS ORDERING APP

UPDATE PROFILE

COFFEE POINTS ON APP

SOFTWARE UPDATE


The story of Tess and her cup of coffee … A cup of coffee is a product, right?


Tess wakes up1

1

TESS


21

She realizes she is out of coffee and milk

2

TESS


21 3

She decides to go to Café Bean for coffee

3

TESS


21 3 4

She drives her car to Café Bean

4

TESS


32 4 5

TESS

Steps inside Café Bean and waits in line

5


43 5 6

She chats with the owner and tastes a sample of a muffin

6

TESS


54 6 7

TESS

She places an order on her smart phone

7


65 7 8

TESS

She arrives to the counter with her cup of coffee and parfait waiting for her

8


76 8 9

TESS

She sits down and enjoys a cup of coffee

9


1 42 3

5 6 87

9


VISUALIZE CUSTOMER EXPERIENCE


journey mapping tips: the why and the what

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