1. Tips for Customer Journey Mapping
Customer journey mapping is the process of graphically displaying a customer’s experiences
with an organization across a series of key touch points. The primary benefit to building
customer journey maps is that it allows you to not only gain insight into the flow of experiences a
customer has with an organization from beginning to end, but journey maps use pictures to
represent processes that often cannot be adequately captured with words.
With customer journey mapping you can answer the what and also the when, the why, and the
how. You’ll be able to understand what products or services your customers are interacting with,
as well as when and why they are doing so. Understanding these actions and the key
motivators associated with them help organizations to identify their strengths and weaknesses,
and subsequently reveal the primary areas where opportunities for growth exist.
While there are many different approaches to customer journey mapping, there are definitely
some key attributes that all great journey maps share. Below are five tips for getting started with
customer journey mapping. Ensure that you follow these five tips and you’ll be on your way to
building journey maps that help your organization truly understand its valued customers.
1. Create a detailed target persona.
2. List guiding principles to follow.
3. List and outline critical touch points.
4. Highlight key opportunities.
5. Provide actionable recommendations.
Overarching Methodology slide
 mine existing researching…
 if you don’t have personas yet, at least use segmentation data to drive
 we recently ran a workshop where we examined existing journey maps...