How to Conduct Research for Customer Journey Mapping
Journey maps must be based on reality, rather than a fairy-tale-like depiction of how we would like users to interact with our products. Additional articles discuss when to create journey maps and the 5-step process for creating journey maps.
Why Conduct Research for Customer-Journey Maps?
A journey map based solely on assumptions carries two risks: it carries less weight and is more likely to be dismissed as “anecdotal” than seen as a compelling tool, and team members may end up making decisions based on what is in fact an inaccurate map.
Step 1: Look for Existing Data First
Existing (though disparate) information about the journey can often be found buried throughout various internal efforts, and this data can help you shape and focus your research efforts.
Step 2: Conduct Qualitative Research
You might be tempted to base your journey map on existing quantitative data, which can provide you with a high-level understanding of customers’ general attitudes, but it is less appropriate for understanding emotions, mindsets, and motivations at the level needed to effectively depict the journey.
Customer or User Interviews
Interviewees can be sent strawman templates to review and revise as needed to reflect their experiences. For in-person interviews, one technique is to encourage participants to use sticky notes to visually capture their steps from the moment they realized they needed a product or service to usage.
For journey mapping projects, interviews are a valuable research tool, but it’s best to pair them with other qualitative methods like field studies, which can range from in-home visits to “shop-alongs” for retail experiences. Observing customers in their natural environment is crucial.
Diary studies are long-term studies in which participants are asked to log every action they take toward a specific goal. Participants’ actions, feelings, and thoughts are captured as close to real-time as possible, and data is collected at all stages of the journey rather than just one.
Competitive analysis can assist you in creating a future-state journey map for a product or service. You can use a virtual approach by recording customers’ use of competitor sites using a remote-usability testing platform, which allows for research input even when there is no existing user base.
Qualitative Research Methods Appropriate for Customer-Journey Mapping
Long-term studies allow customers to document their behaviors, thoughts, and emotions over time, while one-on-one interviews uncover first-hand stories, frustrations, and needs. Observing users perform tasks while having the ability to ask questions allows you to clarify your observations.
Plan a Multipronged, Qualitative Research Study
When time and money permit, it’s best to take a multipronged approach to customer journey mapping research, combining several different qualitative methods from the list above into one study. Here’s an example research plan that incorporates multiple qualitative methods.
Sample Customer-Journey Research Plan
Conduct phone interviews with a digital whiteboard tool using a rough journey template from phase 1a. Conduct a field study and compare your findings to user relationships with other similar companies or products. Finally, consider bringing users into your workshop as part of the process.
Complement Qualitative Research with Quantitative Data
Following up on customer interviews with a survey to understand the frequency and magnitude of any of the behaviors uncovered, you may choose to supplement or reinforce findings with quantitative data. Digital analytics can add credibility to your claim that certain points in the journey are frustrating to users.
Use quantitative data from sources such as analytics, customer satisfaction, or loyalty scores to reinforce and supplement findings from qualitative research. Always remember to keep your core team of stakeholders involved in the research process if you’re planning a customer-journeyu2013mapping research initiative.
How many customer journey maps are needed for a product?
You’ll need one empathy map for each persona or user segment, so if you’re creating customer journey maps for more than one type of user, you’ll need multiple empathy maps.
How long does a journey map take?
The research could take anywhere from 3 to 12 weeks, plus time for data analysis and stakeholder readouts. Hypothesis-first approach: You hold a one- to two-day workshop with internal stakeholders, which results in a hypothesis journey map based on existing knowledge and assumptions.
How do I fill out a customer journey map?
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.
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 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 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.
When should I do journey mapping?
Actions, mindsets, and emotions are at the heart of a journey map’s narrative. What the user is doing, thinking, and feeling during the journey is at the heart of a journey map’s narrative.
What is user journey mapping?
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 long does it take to build customer journey map?
How to make your first customer journey map in 2 to 12 working days The process of making a customer journey map can take as long or as little time as you need it to.
How do you define customer journey?
The customer journey is defined as the total sum of experiences that customers have when interacting with your company and brand; rather than focusing on just one aspect of a transaction or experience, the customer journey documents the entire customer experience.
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.
How do I present a user journey?
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 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 journey map used for?
A customer journey map (also known as a buyer journey or user journey) is a visual representation of the customer journey that helps you tell the story of your customers’ interactions with your brand across all touchpoints.