Journey mapping is a powerful technique for understanding the customer experience and identifying opportunities for improvement.
In this video, I break down the four most common “journey maps” and how to make them. Within the video I provide various tools to help you master Journey Mapping and show examples.
For those of you who just want to keep reading. =)
First, there are Workshop Journey Maps. These maps are great for gathering consensus among teams or corporate stakeholders. Typically, these maps are created using sticky notes and led by someone familiar with customer experience or human-centered design strategy. The goal of the workshop is to create a common perspective of the customer and organize teams towards CX goals.
Next, there are Conceptual Journey Maps. These maps help convey new customer experience ideas to a wider audience and are often used for strategic planning. They are a visual representation of the workshop journey map that can be shared with a wider audience.
Then we have Service Blueprints, which are more operational in nature. They outline specific tasks that a customer is trying to achieve along their journey, the people within the company that are responsible for each specific experience, and a detailed process to implement solutions. According to a study by McKinsey, companies that prioritize the customer experience are 60% more profitable than those that don’t.
Lastly, there are Enterprise Journey Maps. These maps are managed inside a journey mapping platform and in the best cases connect customer data directly to every stage of the customer experience and every step of the journey map. They are useful for scaling CX across teams within any organization. A study by Forrester Research found that a 1% increase in customer retention can lead to an increase in profitability by 5-95%.
Incorporating customer intelligence, such as feedback and data, is essential to creating an accurate and detailed journey map. This information can help identify patterns and trends in the customer experience and inform decisions about how to improve it.
Ultimately, journey mapping is a valuable technique for understanding the customer experience and identifying opportunities for improvement.
To learn more about journey mapping and the customer experience, be sure to visit my youtube channel and watch the entire CX series at: