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Customer Journey Map
What is it for?The Customer Journey Map is a tool that helps you visualize your customer’s experience as they engage with your offering.
Tip: Remember the customer journey map should be done after you have identified persona(s) and you have done research to discover how your customers go through experiencing your solution.
When to use it:To tangibly see and understand how your customer experiences your offerings. This tool will help you get a clear picture of where your user is coming from and what they want to achieve. It also helps to identify gaps or points in the customer experience, helping you design a seamless experience for your customers from awareness stage to post-purchase.
Who can use it:Customer experience teams, strategy and innovation teams, product leads and entrepreneurs who want to understand and improve on their customers’ experience.
How to use it:
Download the tool. Determine what your goal(s) are in creating a customer journey map for your customer(s).
Once your goal is determined, determine your customers’ goals. This should be done after you’ve understood who this customer or persona is. You can use the user persona tool to help determine this.
Next, list on individual post-it notes, the different touchpoints, this means every point of your business, product, or service that your customer ‘touches’ or experiences, e.g. website, product packaging, cashier, storefront signage etc. You can select key touchpoints and leave out the rest here, if you deem some touchpoints as not important enough to list out.
Spread these post-its carrying the different touchpoints across the customer journey map tool, from awareness to post-purchase phases.
Talk to at least 5 customers to determine their experiences when going through the various touchpoints of your offering.
List down the actions, questions and thoughts they had as they experienced your offering.
Along with your team, brainstorm areas of opportunities to improve the customers’ experience.
Take down notes for next steps, allocating time, resouces, and team members who will carry out the agreed upon tasks.