{"id":57159,"date":"2024-01-03T09:00:15","date_gmt":"2024-01-03T09:00:15","guid":{"rendered":"https:\/\/www.cxtoday.com\/?p=57159"},"modified":"2024-02-21T13:17:10","modified_gmt":"2024-02-21T13:17:10","slug":"nine-customer-journey-map-examples-and-what-we-can-learn-from-them","status":"publish","type":"post","link":"https:\/\/www.cxtoday.com\/crm\/nine-customer-journey-map-examples-and-what-we-can-learn-from-them\/","title":{"rendered":"Nine Customer Journey Map Examples \u2013 and What We Can Learn from Them"},"content":{"rendered":"

In essence, a\u00a0customer journey map\u00a0is really quite a simple concept: an illustration that details all of the touchpoints at your organisation that a customer comes into contact with as he\/she attempt to achieve a goal, and the emotions they experience during that journey.<\/p>\n

But the process of building the map is not so simple.<\/p>\n

The mapping process demands rigorous research and a meticulous understanding of the customer. If the map is to be truly reflective of what the customer experiences at a human level, corners cannot be cut.<\/p>\n

To complicate matters, no two maps will be exactly the same, with the design varying according to the business, product, service and customer being mapped out.<\/p>\n

Having said that, there are best practices that organisations should adhere to during the mapping process, and these represent useful pointers for those that are creating a map for the first time.<\/p>\n

So with that in mind, let\u2019s take a look at some sample customer journey maps and examine what we can learn from them and apply to our own mapping efforts.<\/p>\n

1. Make sure you have done your research<\/h2>\n

The data that will be used to inform that map should not be based on guesswork.<\/p>\n

Organisations should firstly identify their best customers (or the customers that they would like to attract), and make sure they thoroughly understand them, building a buyer persona for these customers, and any other customer group that is important to the business.<\/p>\n

To aid this process, it is best practice to interview these customer groups about their journeys to ensure that you understand their motivations, goals, purchasing habits and pain points.<\/p>\n

Businesses shouldn\u2019t make the mistake of assuming they know what customers want.<\/p>\n

This map from\u00a0Heart of the Customer<\/a>\u00a0demonstrates how the buyer persona informs the entire map, ultimately concluding how successfully this particular demographic\u2019s journey has been.<\/p>\n

\"Journey<\/p>\n

The research process should also cover your own organisation. It is important that you know how successfully each of your channels is proving, so you should also interview your frontline staff and teams that work on the touchpoints, to identify any issues or pain points that should be factored into the map.<\/p>\n

UX\/digital design agency Adaptive Path begins the mapping process by first building a touchpoint inventory, based on qualitative and quantitative research. This ensures that when it comes to detailing how the customer moves through interaction and what he\/she experiences, it is an accurate representation.<\/p>\n

\"Journey<\/p>\n

With a comprehensive foundation of data, organisations are ensuring that they are best placed to deliver an accurate visual representation of each customer\u2019s journey, and to identify the potential problems that can be experienced on the path to purchase.<\/p>\n

2. Define behavioural stages from the customer\u2019s perspective<\/h2>\n

Having done your research, you should have a pretty clear idea of the processes that each of your personas go through on their path to purchase and beyond. When it comes to building a map, it is important that it is organised by stages that reflect the major goals your customer is trying to achieve, rather than organising it by stages that reflect your own internal processes. Think about what your customer is trying to achieve at every step, and use the data you have from your customer interviews to inform this.<\/p>\n

This journey map from\u00a0Rightpoint<\/a>\u00a0clearly details the goals.<\/p>\n

\"Journey<\/p>\n

3. Capture your customer\u2019s considerations<\/h2>\n

As well as capturing the major goals, which characterise the stages of the map, the journey map should also try to detail more specific goals and considerations that the customer might have along the way.<\/p>\n

For instance, these might include: wanting to find out what the different options are; ensuring that he\/she is paying a fair price; or seeking reassurance that he\/she has all the information readily available about the flight. By capturing these goals\/considerations in each stage of the journey, you are able to examine how well you are meeting those goals and answering any questions.<\/p>\n

Here is another map from Rightpoint that outlines the kinds of thoughts and goals that could be captured.<\/p>\n

\"Journey<\/p>\n

4. Detail every touchpoint<\/h2>\n

At each of the stages that has been mapped out, consider where the touchpoints occur.<\/p>\n

Steve Offsey CMO at\u00a0MarketBuildr<\/a>, describes touchpoints as: \u201cthe points of interaction that your customer has with your brand, or outside of your brand, as they seek to meet their specific goals and needs.\u201d<\/p>\n

Map out all the interactions that the customer has during his\/her journey and all the potential touchpoints with your organisation that could occur.<\/p>\n

Here is a comprehensive example from Rightpoint.<\/p>\n

\"Journey<\/p>\n

5. Detail customer pain points<\/h2>\n

After you have registered all the touchpoints, you will now be able to mark out your known pain points on the journey map. Having conducted your interviews with customer-facing staff and teams that work on touchpoints, you will know where these pain points are. This will come in useful for later, when you are looking for actions to take following the mapping process.<\/p>\n

Similarly, you could highlight where you are doing a great job. This example from\u00a0User Testing<\/a>\u00a0depicts positive and negative experiences by colour code.<\/p>\n

\"Journey<\/p>\n

6. Chart changing customer emotions<\/h2>\n

Now you have detailed the pain points (and the successes), you can also reflect your customer emotions. While some of this might be dictated by the quality of your service, some other emotions may be a result of the scenario the customer finds him\/herself in and the goals he\/she wishes to achieve.\u00a0 This infographic from interactionsgroup details customer emotions (\u2018frustrated\u2019, \u2018overwhelmed\u2019, etc) and how they move from \u2018negative\u2019 to \u2018positive\u2019 throughout the journey.<\/p>\n

\"Journey<\/p>\n

7. Consider what other detail can be added to the map<\/h2>\n

The more comprehensive the map is, the more likely it is to accurately represent the customer\u2019s journey, and the higher the probability that you will be able to identify areas for improvement. Therefore, any additional details that could provide insight into the journey should be taken into consideration for inclusion. This could include examining whether a step could have been avoided or, as in the example from\u00a0Heart of the Customer<\/a>\u00a0below, how long each stage would typically take for the customer.<\/p>\n

\"Journey<\/p>\n

8. Outline opportunities for improvements<\/h2>\n

Remember, the map is a means to an end, not the end itself. If the map doesn\u2019t result in actions being taken, then it has been a waste of time. Therefore, it is important that as the map is being filled out, and pain points and opportunities for improvement are being identified, that these are charted.<\/p>\n

As an example, this sample map from\u00a0the Smart Cities project<\/a>, demonstrates how Edinburgh Council surfaced a number of areas that could be improved upon during their mapping process.<\/p>\n

\"Journey<\/p>\n","protected":false},"excerpt":{"rendered":"

In essence, a\u00a0customer journey map\u00a0is really quite a simple concept: an illustration that details all of the touchpoints at your organisation that a customer comes into contact with as he\/she attempt to achieve a goal, and the emotions they experience during that journey. But the process of building the map is not so simple. The […]<\/p>\n","protected":false},"author":5439,"featured_media":57188,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[61014],"class_list":["post-57159","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-crm","tag-ccaas","tag-crm","tag-mycustomer","tag-user-experience","brands_to_track-cx-today","editorial_type-interview","intent-evaluation"],"acf":[],"yoast_head":"\nNine Customer Journey Map Examples \u2013 and What We Can Learn from Them - CX Today<\/title>\n<meta name=\"description\" content=\"CX Today covers CRM & Customer Data Management news including CCaaS, CRM, MyCustomer, User Experience and more.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.cxtoday.com\/crm\/nine-customer-journey-map-examples-and-what-we-can-learn-from-them\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Nine Customer Journey Map Examples \u2013 and What We Can Learn from Them\" \/>\n<meta property=\"og:description\" content=\"CX Today covers CRM & Customer Data Management news including CCaaS, CRM, MyCustomer, User Experience and more.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.cxtoday.com\/crm\/nine-customer-journey-map-examples-and-what-we-can-learn-from-them\/\" \/>\n<meta property=\"og:site_name\" content=\"CX Today\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/CXTodayNews\/\" \/>\n<meta property=\"article:published_time\" content=\"2024-01-03T09:00:15+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-02-21T13:17:10+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.cxtoday.com\/wp-content\/uploads\/2024\/02\/Journey-Map.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"850\" \/>\n\t<meta property=\"og:image:height\" content=\"425\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Neil Davey\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@cxtodaynews\" \/>\n<meta name=\"twitter:site\" content=\"@cxtodaynews\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Neil Davey\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimated reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"7 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.cxtoday.com\/crm\/nine-customer-journey-map-examples-and-what-we-can-learn-from-them\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.cxtoday.com\/crm\/nine-customer-journey-map-examples-and-what-we-can-learn-from-them\/\"},\"author\":{\"name\":\"Neil Davey\",\"@id\":\"https:\/\/www.cxtoday.com\/#\/schema\/person\/dca5a98cf81fd3948dbfc0c537d42b39\"},\"headline\":\"Nine Customer Journey Map Examples \u2013 and What We Can Learn from Them\",\"datePublished\":\"2024-01-03T09:00:15+00:00\",\"dateModified\":\"2024-02-21T13:17:10+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.cxtoday.com\/crm\/nine-customer-journey-map-examples-and-what-we-can-learn-from-them\/\"},\"wordCount\":1131,\"publisher\":{\"@id\":\"https:\/\/www.cxtoday.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.cxtoday.com\/crm\/nine-customer-journey-map-examples-and-what-we-can-learn-from-them\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.cxtoday.com\/wp-content\/uploads\/2024\/02\/Journey-Map.jpg\",\"keywords\":[\"CCaaS\",\"CRM\",\"MyCustomer\",\"User Experience\"],\"articleSection\":[\"CRM & Customer Data Management\"],\"inLanguage\":\"en-GB\",\"copyrightYear\":\"2024\",\"copyrightHolder\":{\"@id\":\"https:\/\/www.cxtoday.com\/#organization\"}},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.cxtoday.com\/crm\/nine-customer-journey-map-examples-and-what-we-can-learn-from-them\/\",\"url\":\"https:\/\/www.cxtoday.com\/crm\/nine-customer-journey-map-examples-and-what-we-can-learn-from-them\/\",\"name\":\"Nine Customer Journey Map Examples \u2013 and What We Can Learn from Them - 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