6 July 2012
Peter Bogaards
Peter Bogaards

Customer journey mapping, in brief

In early 2012, Adaptive Path held the “Managing Experience” conference in San Francisco, and saw their own Chris Risdon and Todd Wilkens share some thoughts on customer journey mapping.

The full presentation is available online, but CX specialist Jennifer Kramp has taken time to extract the four key points that Risdon and Wilkens propose to successfully carry out a journey mapping exercise. They are:

  1. Apply Science Before Adventure: Your map should tell an engaging story, but it has to be true. It has to be packed with insightful, quantitative customer and organizational data. The goal is to craft a map that communicates a qualitative story based on quantitative data. The more evidence you have, the more likely it is that you’ll be able to bring the product or service initiative forward. Evidence is key, and that brings me to their next point.
  2. Focus on Experiences & Touchpoints: It’s important to remember that customer experiences are complex, and you must use an outside-in approach to tap into that complexity. Customer touchpoint experiences incorporate feeling, thinking and doing. A good map will give insight into the emotional and analytical aspects of a customer’s experience and help you understand what a customer thinks and feels about every touchpoint and how those emotions prompt them to act.
  3. Take Everyone With You: A successful mapping initiative should engage a lot of people and include an interdisciplinary matrix of teams. Mapping should be a process in which you take the whole team along; it needs to be a collaborative activity. A good map reveals the process it took to get to the conclusions and gets everyone on the same page.  By “taking everyone with you” in the mapping process, your organization will be informed, united and prepared to take action on the findings that your map reveals.
  4. Compel Action: A good map should act as a catalyst, not a conclusion. It should be the thing that starts a lot of “stuff” in your organization. It should enable your organization to better understand your complete customer experience, reveal the true colors of your touchpoint interactions, surface focus areas, show you where you should be allocating budget and aligning resources, and how to best prioritize initiatives.

Source: “Journey Mapping Principles that Influence Business Strategy & Tactics” (Jennifer Kramp)

About the author

Peter Bogaards (a.k.a. @BogieZero) is the editor-in-chief of our blog BiRDS. Peter also works as a curator and coach at Informaat experience design. He has been an online content curator avant-la-lettre in various UX-related fields for almost three decades, choosing what he thinks is interesting, relevant or remarkable to share.

Customer journey (11), Methodologies (11), Service design (40)