12 April 2013

Best practices for customer journey mapping

Customer journey maps provide insight into a customer’s interaction with a service over time, and present that information in a clear, chronological view. But the right approach is crucial in order to get the best value out of these maps.

In an earlier post, we looked in detail at customer journey maps, and shared information from a series of posts made by Strativity Group.

The ten tips offered by them were more high-level, describing strategic activities one should undertake when setting out to create a customer journey map.

In “Seven Steps for Developing Customer Journey Maps”, Bruce Temkin lays out a more step-by-step approach, based on his consultancy’s experience developing such maps:

  1. Define Objectives: Identify what you want to accomplish: fix current problems or build the experience of the future.
  2. Engage Executives: Make sure that relevant executives are bought into the objectives and are engaged in the process.
  3. Define Scope: Identify the specific process(es) and target customers being examined in the customer journey mapping effort.
  4. Internal Research: Review existing customer insights and interview internal stakeholders at all levels about the existing process(es).
  5. Draft Customer Journey Map: Develop a high-level outline of the key stages and interactions in the customer’s journey.
  6. Customer Research – Validate the stages and find out more information about individual interactions/steps in the stages and identify importance and opportunities for improvement.
  7. Final Customer Journey Map: Update the customer journey map to capture the insights garnered during customer research.”

Carrying out that approach leads to three “key outputs”, according to Temkin. A proper customer journey map allows one to:

  • Identify moments of truth
  • Establish baseline of experience
  • Hypothesize future experiences

Alongside several example customer journey maps, he goes on to include answers to frequently asked questions about the journey mapping process.

Source: “Seven Steps for Developing Customer Journey Maps” (Bruce Temkin a.k.a. @btemkin, Temkin Group)

Customer experience (67), Customer journey (11), Touchpoints (3), User experience (39)