Using customer journeys can have massive impact on your customers' experience. Here is how to use them to learn what customers really need.

27. Experiencing
symptomsPhase
Seeking Treatment
Trip to ER Looking for
Specialist
Very
Positive
Somewhat
Positive
Neutral
Somewhat
Negative
Very
Negative
Daughter has a cold
that is not going
away. Treats it as a
regular cold.
Daughter is not
breathing. Parks
in redzone at ER.
Daughter is discharged
after 2 days in ER. She is
sent home with a
nebulizer
Takes daughter to
Urgent Care. She
is referred to ER.
Family doctor tells her
to “give the nebulizer a
chance”. Refuses to
give a referral to a
pulmonologist
Tries another
Pulmonologist. Feels
not listened to.Researches
Pulmonologists. Goes to
children’s hospital website.
Researches asthma. Feels
overwhelmed by
information and “worst
case scenarios”
Researching
Specialists
and Condition
Gets Pulmonologist
referral through
insurance. Feels they
have no empathy for
her daughter.
Seeing
Specialist
Seeing
Specialist
Tries a third Pulmonologist.
Finally feels like her concerns
are listened to. Doctor gives
her topics to research
PCP visit
Feels: Anxious
Wants: treatment
and reassurance.
Feels: Terrified. Afraid
her daughter will die.
Wants: immediate care
Feels: Angry,
insignificant
Wants:
someone to
listen to her
Feels: Angry,
insignificant. She is
not getting the right
treatment.
Wants: someone to
listen to her.
Feels: Terrified. Unsure
of how to use the
nebulizer
Wants: information on
the nebulizer. Information
on asthma.
Feels: Anxious,
overwhelmed
Wants: someone to
listen to her.
Information she can
trust.
Feels: Relieved
Wants: information she
can trust.

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