How to Create a Journey Map
Learn how to make a professional and useful journey map, including the structure of journey maps and how to put them together, as well as some best-practice tips based on over 20 years of journey mapping experience.
1. Pick a journey
Whether you want to map an “end-to-end customer journey” or focus on a specific part of one, one organization can have multiple customer journeys, and Custellence allows you to create an entire eco-system of interconnected customer journeys.
2. Decide who’s journey you are mapping
Consider whether you want to make one map per user group or instead add lanes or sections to the map for specific groups. Is it an accumulated map for several user groups? Or is it a map for a single user group?
3. Decide the levels of details in your journey map
The Custellence detail level framework goes from 1 to 4 and is a tried-and-true technique for dealing with various customer journey levels that will work for most organizations. A map typically contains 4-10 activities/situations per phase, but not all of them need to be described in greater detail. The goal of mapping level 2 is to get a good overview of where the customer experience is failing in general or where a specific customer journey is failing.
4. Decide if you are going to map the AS-IS or TO-BE
Customer phases, customer activities, customer needs, and the emotional curve should always be included in a professional customer journey map; you should also decide whether your customer journey map should depict the AS-IS (current state) or the TO-BE-state (desired future scenario).
6. The cards
When writing on the cards, ask yourself questions like “what situation is the customer in right now?” i.e. looking for information (activity) or becoming ill (situation).
7. The Curves
Sub-lanes and sub-cards can be used to show and hide individual customer journey details, such as internal costs/savings/feasibility. Curves are great for describing the customer’s emotional state at each activity or situation, and sublanes can also be used to show other things like internal costs/savings/feasibility.
9. Placing content, data and insights on the journey map
Begin by mapping your assumptions about what the customer goes through, which will assist your colleagues in developing a customer mindset, which is extremely valuable, and then map the potential opportunities for change in the business or customer-centric industries.
How do I make a journey map?
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 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.
What are 4 steps of the customer journey?
Your prospects go through a series of steps before becoming customers: awareness, interest, intent, evaluation, purchase, and retention (or repurchase).
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 you present customer journey?
What Is a Customer Journey Map and How Do I Make One?
- Set clear map objectives.
- Profile your personas and define their goals.
- Highlight your target customer personas.
- List all the touchpoints.
- Identify the elements you want your map to show.
Where does the customer journey start?
The customer journey begins when a company, product, or service enters the customer’s environment u2014when they experience that first pang of need that prompts them to consider a solution.
What is Journey Mapping?
Customer journey mapping (also known as user journey mapping) is the process of creating a visual story of your customers’ interactions with your brand. This exercise allows businesses to put themselves in their customers’ shoes and see their business through their eyes.
At which stage of the customer journey does the customer buy your product?
The consumer becomes aware of the brand through various channels, such as advertising and word-of-mouth. Consideration: realizing that they have a need that must be met, the consumer actively considers whether or not to buy the product or service on offer. Purchase: the consumer completes the transaction.
What is the customer journey in sales?
The customer journey describes the entire set of interactions between a customer and a company, and it can be divided into three categories based on the stage of the relationship: known prospects, active customers, and potential customers.
What is a user journey diagram?
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.
What is the journey of data?
The Data Journey is the process by which an analyst transforms their original datasets into final human-friendly reports, involving multiple layers of data transformations, data blending, and data consolidations.
How do I make actionable insights?
You need strong data to get actionable insights, and the most common way to get actionable insights is through surveys, social media, online reviews, or chat. According to research, 64% of customers prefer to give feedback in-app.