Customer Journey Mapping is the process of creating a graphical representation of the steps and stages a customer goes through to experience a product or service. It identifies key interactions that the customer has with the organization – the user’s motivations, thoughts and feelings for each of these touchpoints. According to a research study, customers who have had an unpleasant experience on a brand website are 88% less likely to return. The map can be used as part of a business improvement process with potential for both improving the customer experience and reducing the costs of manufacturing a product or providing a service. Companies that are setting up an online channel to sell their products and services as a result of the pandemic should conduct a journey mapping analysis prior to the digital transition to ensure a satisfying and seamless customer experience. In this training presentation, you will learn how to carry out a systematic customer journey mapping process. It includes defining the scope, developing a persona and creating a step-by-step journey map. LEARNING OBJECTIVES 1. Acquire knowledge on the key concepts of Customer Journey Mapping. 2. Learn about the importance of design personas and how to create them. 3. Learn the key elements of an effective customer journey map and go through the key steps for developing a draft customer journey map for a target customer. 4. Explore ways to improve customer experiences based on moments of truth identified in customer journey maps. CONTENTS 1. Key Concepts of Customer Journey Mapping 2. Creating Personas 3. Elements of a Customer Journey Map 4. Ideation Techniques 5. Customer Journey Mapping Process To download this presentation, visit: https://www.oeconsulting.com.sg/training-presentations

1. 04
Aftersales
Service
02
Research
Purchase
03
01
© Operational Excellence Consulting
CUSTOMER JOURNEY MAPPING

2. © Operational Excellence Consulting
LEARNING OBJECTIVES
2
Acquire knowledge on the
key concepts of customer
journey mapping.
Describe the key elements
of an effective journey
map and go through the
key steps for developing a
draft journey map for a
target customer.
Learn about the
importance of design
personas and how to
create them.
Learn the ideation
methods and explore ways
to improve customer
experiences based on
moments of truth identified
in journey maps.
NOTE: This is a PARTIAL PREVIEW. To download
the complete presentation, please visit:
https://www.oeconsulting.com.sg

3. © Operational Excellence Consulting
CONTENTS
3
KEY CONCEPTS OF
CUSTOMER JOURNEY
MAPPING
CREATING
PERSONAS
KEY ELEMENTS OF
A CUSTOMER
JOURNEY MAP
IDEATION
TECHNIQUES
01 04
03
02
CUSTOMER
JOURNEY MAPPING
PROCESS
05

4. © Operational Excellence Consulting
“
You’ve got to start with the
customer experience and
work back toward the
technology – not the other
way around.”
STEVE JOBS
4

5. © Operational Excellence Consulting
THE ERA OF SMART CUSTOMERS
5
Customers are
increasingly in control
of the relationship
CUSTOMER
RELATIONSHIP
Digital devices change
the ways customer
transact and buy
DIGITAL
TECHNOLOGY
Bring expectations of
“the best” to all their
customer experiences
CUSTOMER
EXPERIENCE
Source: Hinshaw & Kasanoff, 2012

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CUSTOMER EXPERIENCE – A TALE OF TWO PERSPECTIVES
6
What percentage of executives
think the experiences they
provide their customers is
“excellent”?
What percentage of customers
think (overall) the experience
they receive is “excellent”?
EXECUTIVES CUSTOMERS
80% 8%
Source: Bain & Company, 2005

7. © Operational Excellence Consulting 7
WHAT IS CUSTOMER EXPERIENCE?
Everything your customer
sees, hears, touches and
feels about your company.
NIGEL GREENWOOD
Author of “Walking in your Customers’ Shoes”
“
”

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CUSTOMERS ARE LESS INFLUENCED BY THE CORE OFFERING THAN BY
THE LAYERS OF EXPERIENCE AROUND IT
8
OFFERINGS
BEHAVIOR
SUBJECT MATTER
EXPERTISE
PROCESSES
SYSTEMS
& TOOLS
CUSTOMER EXPERIENCE
Source: Stickdorn et al., 2018

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A CUSTOMER JOURNEY IS YOUR CUSTOMER’S END-TO-END
EXPERIENCE
04
Aftersales
Service
02
Research
Purchase
03
01
© Operational Excellence Consulting 9

10. © Operational Excellence Consulting 10
BENEFITS OF CUSTOMER JOURNEY MAPPING
Communicate & Align
the Organization
Visualize the Future
Strategize & Activate
Understand Customer
Experience
Measure & Govern
Create Visibility &
Accountability
Source: Adapted from TandemSeven

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CUSTOMER JOURNEYS TYPICALLY INVOLVE MULTIPLE DEPARTMENTS
& TOUCHPOINTS
11
Re-contracting a
broadband service
Buying a new cell
phone
Ordering a cup of
coffee
Refinancing a home
loan

12. © Operational Excellence Consulting
A CUSTOMER JOURNEY CAN SCORE LOW FOR SATISFACTION EVEN
WHEN INDIVIDUAL TOUCHPOINTS PERFORM WELL
12
90% 60%
90%
85%
85%
Branch
Touchpoint
satisfaction
End-to-end
journey
satisfaction
App
Web
Call center
“I want to resolve an issue…” journey
x x x =
Satisfactory touchpoints may not add up to a satisfactory
customer journey.
Source: McKinsey

13. © Operational Excellence Consulting
CUSTOMERS EXPECT SEAMLESS EXPERIENCE ACROSS CHANNELS
13
Call Center
Social
Retailer
e-Commerce
Web Portal
Mobile
Kiosk
Web Chat
OMNI-
CHANNEL

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Customer journey mapping is the process of
creating a graphical representation of the steps
and stages a customer goes through to
experience a product or service.
14

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CUSTOMER INTERACTIONS – EXAMPLE
15
HEARING
THINKING
FEELING
(MOTIVATIONS)
DOING
(BEHAVIOR)
SEEING
DEVICE
(CHANNEL)
© Operational Excellence Consulting

16. © Operational Excellence Consulting
KEY ATTRIBUTES OF A JOURNEY MAP
16
Create journey across
touchpoints, thoughts
and emotions
Tailor map to
engage business
stakeholders
Include qualitative
and quantitative
data
From the customer’s
point of view
Incorporate
actionable insights
and metrics
Visualize customer’s
perceptions of the
experience

17. © Operational Excellence Consulting
JOURNEY MAP – EXAMPLE
17
ILLUSTRATIVE
Customer
Actions
Activity Phase
Touchpoints
Thinking
Feeling
Backend
Processes
Look at café
surroundings
Entrance / Posters /
Signages
§ Am I entering the
right place?
§ Is the air-con cold
enough?
Café space
§ Can I find seats?
§ Is there a long
queue?
Queue at the counter
to be served
Ordering Counter /
Wall Menu Display
§ Which coffee do I
want?
§ How much does it
costs?
Payment process
(cash / membership
card / mobile app)
Seat at the table
Seat
§ Is the seat taken?
§ Coffee done just
right. Yummy! J
Clearing the tables
Wait at the counter
Collection Counter
§ How long do I
have to wait?
§ Is the coffee order
correct?
Brew the coffee
+
-
Enter Starbucks Find Seat Order Coffee Wait for Coffee Drink Coffee
Walk towards
counter

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TOUCHPOINTS & CHANNELS
18
PAY
a Bill
PAY ONLINE
PAY IN
PERSON
PAY VIA MAIL
TOUCHPOINT
Channels

19. © Operational Excellence Consulting
CHARACTERISTICS OF MOMENTS OF TRUTH
19
Key Decision
Any time the customer is
making a key decision in
the buying cycle or ongoing
use of the product or
service is a critical moment
for you and that customer.
Comparison
If the customer compares
your offering to those of
others that is a really critical
stage of the experience.
Emotional Extreme
Any part of the experience
where the customer has an
emotional high or emotional
low can be critical.
First Use / Interaction
The first time a customer
uses the product, sees a
website or deals with
someone from your
company can be very
critical given how important
first impressions are.

20. © Operational Excellence Consulting
● A persona is a description of a
fictional person that represents
one target customer segment
that you are developing a product/
service for
● Creating personas will help you to
understand your customers’
needs, goals, expectations,
behaviors and experiences
PERSONAS
● You may create more than one
persona for your consideration of
different target segments
● Be careful of stereotyping when
using personas that only show the
demographic attributes
20

21. © Operational Excellence Consulting
BENEFITS OF PERSONA
21
Identify opportunities
and product gaps to
drive strategy
Provide a quick and
cheap way to test,
validate and prioritize
ideas
Give focus to projects
by building a common
understanding of
customers across
teams
Help development
teams empathize with
users, including their
behaviors, goals and
expectations
Serve as a reference
tool that can be used
from strategy through
to implementation

22. © Operational Excellence Consulting
PERSONA – EXAMPLE
22
ILLUSTRATIVE
Name: John Smith, 38
Profile / Lifestyle Characteristics
§ Lawyer, single
§ Likes to play golf once a week
§ Owns an apartment in New York
§ Ambitious
§ Knowledgeable
§ Financially savvy
Goals / Ambitions Behaviors / Habits
§ Wants to invest money for his retirement
§ Aiming for promotion to Senior Counsel later
this year
§ Impatient
§ Prim and proper
§ Don’t take no for an answer
Fears / Challenges Influencers & Activities
§ Not working well with colleagues
§ Unable to find time with family
§ Uncle, who is also a lawyer
§ Golf

23. ACTION!
© Operational Excellence Consulting
1. In your respective groups, create a Persona that
has a high impact on your business goals.
2. Develop an Empathy Map for the persona
identified above.
3. Present the persona and empathy map to the
class.
Note: Your team will be using the above Persona and
Empathy Map to map the customer journey in this
workshop.
ACTIVITY 2: PERSONA
23
Time allowed:
15 mins

24. © Operational Excellence Consulting
STEP 1 – IDENTIFY THE CUSTOMER EMBARKING ON THE JOURNEY
24
Michael
Frequent Business Traveler
“I travel frequently, so the little
things matter.”
Research Book Flight Pre-Travel Travel: Board Travel: In-flight
Find one-stop flights with
shortest time and cheapest
price.
Search for one-stop flights
by times and price.
Compare airlines. Save
options on his phone.
Hopeful
I hope I can find a
convenient flight at a good
price.
Impressed
SilkWing’s flights are priced
well and the times are
convenient.
Book quickly and easily.
Expect flight and payment
preferences to be
remembered.
Select flight on his laptop
and book. Send itinerary
and receive confirmation.
Frustrated
The cross-sell promotions
make the booking process
take too long.
Check in early and
automatically. Receive
electronic boarding pass on
his phone.
Receive check-in mail.
Check in online. Boarding
pass saved to phone.
Unsure
Joining loyalty program
looks like too much effort
for the reward.
Hassle-free check-in, bag
check and boarding
experience.
Check in and go through
security. Board flight. Gate
check bag, no overhead bin
space.
Frustrated
Will I find a spot in the
overhead bin for my bag?
Have a relaxing and
premium boarding
experience.
Watch a movie. Pay for
food and drinks with my
credit card.
Impressed
I’m surprised the movies
are free and up-to-date.
The monitor is big and
movie system is easy to
navigate.
Goals
Doing
Thinking &
Feeling
Stages
Metrics
Leverage positive customer
reviews to build brand
awareness and customer
loyalty.
Evaluate and optimize the
create account, join loyalty
program, and upsell UX on
the website.
Evaluate ways to increase
incentives for first time
flyers to download app and
join loyalty program.
Conduct deep dive of the
first flight experience to
identify opportunities to
improve travel experience.
Monitor customer
experience feedback via
social media sources.
Opportunities
Neutral
Positive
Negative
10
8
6
4
2
7
2
5
3
8
Persona
Identify the customer
embarking on the journey.
1

25. © Operational Excellence Consulting
STEP 5 – CAPTURE THE CUSTOMER’S THOUGHTS & FEELINGS
25
Hopeful
I hope I can find a
convenient flight at a good
price.
Impressed
SilkWing’s flights are priced
well and the times are
convenient.
Frustrated
The cross-sell promotions
make the booking process
take too long.
Unsure
Joining loyalty program
looks like too much effort
for the reward.
Frustrated
Will I find a spot in the
overhead bin for my bag?
Impressed
I’m surprised the movies
are free and up-to-date.
The monitor is big and
movie system is easy to
navigate.
Thinking &
Feeling
Michael
Frequent Business Traveler
“I travel frequently, so the little
things matter.”
Research Book Flight Pre-Travel Travel: Board Travel: In-flight
Find one-stop flights with
shortest time and cheapest
price.
Search for one-stop flights
by times and price.
Compare airlines. Save
options on his phone.
Book quickly and easily.
Expect flight and payment
preferences to be
remembered.
Select flight on his laptop
and book. Send itinerary
and receive confirmation.
Check in early and
automatically. Receive
electronic boarding pass on
his phone.
Receive check-in mail.
Check in online. Boarding
pass saved to phone.
Hassle-free check-in, bag
check and boarding
experience.
Check in and go through
security. Board flight. Gate
check bag, no overhead bin
space.
Have a relaxing and
premium boarding
experience.
Watch a movie. Pay for
food and drinks with my
credit card.
Goals
Doing
Stages
Metrics
Leverage positive customer
reviews to build brand
awareness and customer
loyalty.
Evaluate and optimize the
create account, join loyalty
program, and upsell UX on
the website.
Evaluate ways to increase
incentives for first time
flyers to download app and
join loyalty program.
Conduct deep dive of the
first flight experience to
identify opportunities to
improve travel experience.
Monitor customer
experience feedback via
social media sources.
Opportunities
Neutral
Positive
Negative
10
8
6
4
2
7
2
5
3
8
Thoughts & Feelings
Include the customer’s
thoughts and feelings in the
different stages of the journey
to empathize with them.
5

26. ACTION!
© Operational Excellence Consulting
1. Choose a main actor (or use the persona or
customer profile in Activity 2).
2. Define objective and scope.
3. Map out the steps of the journey. (Refer to the
template on the next slide.)
4. Present your journey map.
ACTIVITY 3: JOURNEY MAPPING
26
Time allowed:
45 mins

27. ACTION!
© Operational Excellence Consulting
In your respective groups, identify up to 3 new experiences that you plan to create for
the future state customer journey.
ACTIVITY 4: DESIGN HYPOTHESIS
27
WE BELIEVE
[A new experience]
WILL SOLVE
[Customer need & organization’s issue / opportunity]
ENABLED BY
[Full solution: people + processes + technology]
RESULTING IN
[New attitude / behavior / result]
Time allowed:
10 mins

28. © Operational Excellence Consulting
SUMMARY
28
Use both quantitative and
qualitative data/information
2
Participation by various
stakeholders in journey mapping
3
Based your customer journey map
on research
1
One persona, one journey
4
Address the moments of truth to
create improved experiences
5
Talk to your customers
7
A journey map is not a deliverable!
8
Be creative in generating solutions
6
Take action and activate the
organization
9
Continuously improve CX
10

29. © Operational Excellence Consulting
“
Get closer than ever to your
customers. So close that
you tell them what they need
well before they realize it
themselves.”
STEVE JOBS
29

30. © Operational Excellence Consulting
Operational Excellence Consulting is a management
training and consulting firm that assists organizations
in improving business performance and effectiveness.
Based in Singapore, the firm’s mission is to create
business value for organizations through innovative
design and operational excellence management
training and consulting solutions. For more
information, please visit www.oeconsulting.com.sg
ABOUT OPERATIONAL EXCELLENCE CONSULTING