Group powerpoint for journey maps

1. Five Essential Components
of Effective Customer
Journey Maps
By Anna Tol, Alessandra Villano, Shi Yan & Coco Ye
Journey Map | Team Presentation Team 5

2. Journey Map | Team Presentation Team 5
Basic Principles of a Journey Map
● Compressed visualization of a thorough CX
● Easy to visualize
● Intended further comprehend customer’s
thoughts / actions
● Enforces thoughtful / valuable business decisions

3. Journey Map | Team Presentation Team 5
Key 1: Shape Customer’s Point of View
● Use customer evidence as the basis for journey map
● Conduct specified research to create impartial understandings of
customer’s journey
● Maps should be created for specific target customers

4. Journey Map | Team Presentation Team 5
First Step to Start a Journey Map
● Create a hypothesis with pre-researched data
on employee knowledge
● If information is very in depth / rich, a hypothesis
journey map may be everything you need.

5. Key 2: Perception of Experiences
Journey Map | Team Presentation Team 5
● Rather subjective
● Purpose
● Actionable journey
○ Positive and Negative emotions
○ Context customer behaviors, goals and expectations
● Businesses: Opportunity areas and impact UX

6. Journey Map | Team Presentation Team 5
Example
● Pain points
● Optimal level of
ongoing
investment
● Qualitative and
quantitative
research

7. Key 3 : current or future journey across
multiple touchpoints
● Silo: optimizing channels, touchpoint and UX
● Customers see all interactions as connected
● Effective customer journeys maps help:
○ Gaps in UX between touchpoints
○ Impact of gaps
○ Provide insights
Journey Map | Team Presentation Team 5

8. Key 3 : current or future journey across
multiple touchpoints
Journey Map | Team Presentation Team 5
● Journey maps linked in hierarchy
● Future state experiences

9. Key 4: Incorporate performance indicators
● Many customer journey maps leverage qualitative insights to
visualize customers’ emotional highs and lows.
Journey Map | Team Presentation Team 5

10. Key 4: Incorporate performance indicators
● Net Promoter Score
● Customer Satisfaction Measures
● Measures of effort
● Measures of importance, helpfulness
Journey Map | Team Presentation Team 5

11. Key 5: Visualized the customer journey
Journey Map | Team Presentation Team 5
● Journey elements and the ability to visualize your map in a
way that will inform and engage your target audience.

12. Journey Map | Team Presentation Team 5
Key 5: Visualized the customer journey

13. Conclusion
● Place yourself in customer’s shoes
● Capture all feelings
● Connect everything
● Quantitative research tells truth
● Use feasible deliverables
Journey Map | Team Presentation Team 5