7 Ways to Analyze a Customer-Journey Map
A customer-journey map is an infographic visualization of a person’s journey toward a goal that provides a high-level narrative of the experience from the user’s perspective. We’ve left out one key piece of the map in this illustration: the insights and opportunities gained from it.
1. Look for points in the journey where expectations are not met.
Find the problem area and work backward to identify the triggering factor and how expectations were (or were not) set. Work to resolve the expectation-reality conflict.
2. Identify any unnecessary touchpoints or interactions.
Look for logical ways to optimize the process to reduce total interaction cost. YourNextCar.com should take note and notify Eric when new cars are added, removing the need for him to constantly check the site.
3. Identify the low points or points of friction.
Working with your team to determine which low points should be addressed first and which can be addressed later is important because not all fixes are created equal.
4. Pinpoint high-friction channel transitions.
When users change channels, the journey frequently breaks down and friction occurs; these channel-transition pain points should be identified and streamlined. Think outside the box: rather than forcing users to work hard, build a bridge for them to easily cross to the other side.
5. Evaluate time spent. In your journey map, provide time durations for the major stages of the journey.
Call out areas of the journey where time and effort are problematic, and there are several opportunities to streamline this part of the customer journey.
6. Look for moments of truth.
Consider the first time a car-insurance customer files a claim; if it goes wrong, the customer may switch to a competitor.
7. Identify high points or points where expectations are met or exceeded.
Look for the high points in the customer journey u2014 the interactions that users are happy with. Where do they express positive thoughts and emotions? These insights can help you amplify or recreate similar experiences elsewhere in the customer journey.
What is the point of a user journey map?
A user journey map (also known as a customer journey map) is a diagram that shows how users move through your site, starting with initial contact or discovery and progressing through the engagement process to long-term loyalty and advocacy.
How do you evaluate a customer journey map?
Using the Journey Map to Analyze
- Identify any unnecessary touchpoints or interactions.
- Identify the low points or points of friction.
- Pinpoint high-friction channel transitions.
- Evaluate time spent.
- Look for moments of truth.
What do they need to consider when mapping the journeys?
You Should Follow These 10 Customer Journey Mapping Tips
- Create Buyer Personas.
- Split Your Map into Sections.
- Identify Customer Touchpoints.
- Present Onstage and Offstage Actions Separately.
- Don’t Do It Alone.
- Think About Customer Emotions.
What do I do after journey mapping?
Greetings, cartographers: you’ve walked in your customers’ shoes and charted their path.
- Connect the outside journey to internal processes.
- Refine your goals and troubleshoot solutions with relevant stakeholders.
- Track key performance indicators.
- Update your maps.
What are the 7 steps to map the customer journey?
In 7 Easy Steps, Create A Customer Journey Map
- Step 1: Determine your goals.
- Step 2: Develop buyer personas.
- Step 3: Determine motivations and pain points.
- Step 4: Create a buyer’s journey map.
- Step 5: Maximize your touchpoints.
- Step 6: Identify your Moments of Truth.
- Step 7: Revise.
Which is a part of mapping the customer journey?
A journey map lays out all of your customer’s interactions with your brand, from the first time they heard of you through social media or brand advertising to their direct interactions with your product, website, or support team, and includes all of the actions your customer takes to complete an objective across all of these touchpoints.
What are pain points in customer journey map?
3. Identify buyer touchpoints. A “touchpoint” is any time a customer interacts with your brand u2013 before, during, or after they make a purchase from you u2013 and includes interactions that occur offline/online, through marketing, in person, or over the phone.
What are the four pillars to create a customer journey?
We recommend addressing your preparations in four main areas before you start mapping your journey: audience, data, content, and channel, which we go over in this unit. These pillars support your overall goal; address each of these areas before you start mapping your journey.
What are the benefits of customer journey mapping?
Customer Journey Mapping’s Top 5 Advantages
- Customer journey maps also reveal where gaps in service or communications may exist.
- Reduced costs. Brands that use customer journey maps also reduce costs.
- Increased sales.
- Greater customer and employee satisfaction.
What are the 3 reasons that a customer journey map is important?
It also gives CX initiatives a concrete framework.
- Customer journey maps enable better experiences.
- Customer journey maps help your customers achieve their goals more effectively.
- Customer journey maps provide much-needed context for your company.
- Customer journey maps position your company to achieve better results.
What is a touchpoint in customer journey?
From start to finish, customer touchpoints are your brand’s points of contact with customers. Touchpoint definition: A touchpoint is any time a potential customer or customer interacts with your brandu2013before, during, or after they buy something from you.
How do I map a user in journeys?
The user journey mapping process is broken down into eight steps.
- Create a user persona.
- Define scenario and user expectations.
- Create a list of touchpoints.
- Take user intention into account.
- Sketch the journey.
- Consider a user’s emotional state during each step of interaction.
What is a journey map in design thinking?
A journey map is a visual representation of the steps a person takes to achieve a goal. In its most basic form, journey mapping begins with the compilation of a series of user actions into a timeline, which is then fleshed out with user thoughts and emotions to create a narrative.
How do you map a customer experience?
To map out your company’s customer experience, follow these eight steps:
- Set Your Goals.
- Collect Data.
- Identify Your Customer “Touchpoints”
- Outline the Key Stages of Your Customer Experience.
- Begin Mapping!
- Validate Your Results.
- Analyze Your Map.
- Treat Your Map as a Living Document.
How do you create a realistic customer journey map?
Managers must gather customer information and identify both critical and less important touchpoints in order to create a more useful customer journey map. We encourage managers to take HPM’s approach and directly ask customers which touchpoints they encounter during their journey through a service organization.