1.
HOUSEKEEPING
- The recording and slides for today’s presenta?on will be made
available on cxweek.com along with other content and webinars
from throughout the week
- Please use the chat window to submit ques?ons throughout the
webinar, we will have ?me designated at the end for Q & A
- Join the conversa?on on TwiNer by twee?ng @Qualtrics using
#cxweek

2.
10 WAYS TO USE
CUSTOMER JOURNEY MAPS
May 13, 2015
@kerrybodine
HAPPY CUSTOMERS LEAD TO HAPPY SHAREHOLDERS.
LET’S MAKE HAPPY HAPPEN.

3.
Agenda
What makes a journey map effective?
@kerrybodine

4.
Agenda
What makes a journey map effective?
What types of journey maps can you create?
@kerrybodine

5.
Agenda
What makes a journey map effective?
What types of journey maps can you create?
What are 10 ways you can use journey maps?
@kerrybodine

6.
WHAT MAKES A JOURNEY
MAP EFFECTIVE?
@kerrybodine

7.
Journey maps are:
@kerrybodine

8.
Journey maps are:
Diagrams that visualize
@kerrybodine

9.
Journey maps are:
Diagrams that visualize
the actions, thoughts, and feelings
@kerrybodine

10.
Journey maps are:
Diagrams that visualize
the actions, thoughts, and feelings
of a person or group
@kerrybodine

11.
Journey maps are:
Diagrams that visualize
the actions, thoughts, and feelings
of a person or group
over time.
@kerrybodine

12.
Journey maps are:
Diagrams that visualize
the actions, thoughts, and feelings
of a person or group
over time.
@kerrybodine

13.
Source: 31Volts

14.
Journey maps are:
Diagrams that visualize
the actions, thoughts, and feelings
of a person or group
over time.
@kerrybodine

15.
Source: Intuit

16.
Source: Intuit

17.
Source: Intuit

18.
Journey maps are:
Diagrams that visualize
the actions, thoughts, and feelings
of a person or group
over time.
@kerrybodine

19.
Source: Intuit

20.
Source: Intuit

21.
WHAT TYPES OF JOURNEY
MAPS CAN YOU CREATE?
@kerrybodine

22.
Four types of journey maps
• Current state
@kerrybodine

23.
Source: Bridgeable

24.
Source: Bridgeable

25.
Source: Bridgeable

26.
Four types of journey maps
• Current state
@kerrybodine

27.
Four types of journey maps
• Current state
• Future state
@kerrybodine

28.
Source: Bridgeable

29.
Source: Bridgeable

30.
Source: Bridgeable

31.
Source: Bridgeable

32.
Source: Bridgeable

33.
Source: Bridgeable

34.
Four types of journey maps
• Current state
• Future state
@kerrybodine

35.
Four types of journey maps
• Current state
• Future state
• Blueprint
@kerrybodine

36.
Source: Bridgeable

37.
Source: Bridgeable

38.
Source: Bridgeable

39.
line of visibility
Source: Bridgeable

40.
Source: Bridgeable

41.
Source: Bridgeable

42.
Source: Bridgeable

43.
Source: Bridgeable

44.
Source: Bridgeable

45.
Future-state journey blueprints…
• Represent the organization
and infrastructure that you
need to build in order to
deliver on your CX vision.
Journey blueprints may come in two flavors…
@kerrybodine

46.
Future-state journey blueprints…
• Represent the organization
and infrastructure that you
need to build in order to
deliver on your CX vision.
Current-state journey blueprints…
• Represent the organization
and infrastructure that support
the experience your customers
have today.
Journey blueprints may come in two flavors…
@kerrybodine

47.
Four types of journey maps
• Current state
• Future state
• Blueprint
@kerrybodine

48.
Four types of journey maps
• Current state
• Future state
• Blueprint
• Day in the life
@kerrybodine

49.
WHAT ARE 10 WAYS YOU
CAN USE JOURNEY MAPS?
@kerrybodine

50.
WHAT ARE 10 WAYS YOU
CAN USE JOURNEY MAPS?
@kerrybodine
12!

51.
Improve your current customer experience
@kerrybodine

52.
Improve your current customer experience
Current-state journey map
1. Identify pain points and prioritize fixes.
2. Identify opportunities for feedback or measurement.
3. Plan content and marketing communications.
@kerrybodine

53.
Improve your current customer experience
Current-state journey map
1. Identify pain points and prioritize fixes.
2. Identify opportunities for feedback or measurement.
3. Plan content and marketing communications.
Current-state journey blueprint
4. Zero in on the root causes of customer pain.
@kerrybodine

54.
Source: Adaptive Path

55.
Envision your future customer experience
@kerrybodine

56.
Envision your future customer experience
Future-state journey map
5. Share the vision for your corporate strategy.
6. Plan the rollout of a future product or service.
@kerrybodine

57.
Envision your future customer experience
Future-state journey map
5. Share the vision for your corporate strategy.
6. Plan the rollout of a future product or service.
Day-in-the-life journey map
7. Identify innovation opportunities.
@kerrybodine

58.
Envision your future customer experience
Future-state journey map
5. Share the vision for your corporate strategy.
6. Plan the rollout of a future product or service.
Day-in-the-life journey map
7. Identify innovation opportunities.
Future-state journey blueprint
8. Identify the infrastructure and capabilities needed to
deliver on your vision.
@kerrybodine

59.
Drive organizational change
@kerrybodine

60.
Drive organizational change
Current-state journey map
9. Align your organization around the customer POV.
10. Help employees and partners develop empathy for customers.
@kerrybodine

61.
Drive organizational change
Current-state journey map
9. Align your organization around the customer POV.
10. Help employees and partners develop empathy for customers.
Current-state journey blueprint
11. Help employees and partners develop discover their own roles in
delivering a remarkable customer experience.
@kerrybodine

62.
Communicate with customers
@kerrybodine

63.
Communicate with customers
Future-state journey map
12. Get customers comfortable with an upcoming experience.
@kerrybodine

64.
Source: Xplane

65.
WHAT KIND OF JOURNEY
MAP SHOULD YOU CREATE?
@kerrybodine

66.
@kerrybodine
First ask:
What’s our business objective?
Then ask:
What kind of journey map do we need?

67.
HOW ELSE HAVE YOU
USED JOURNEY MAPS?
@kerrybodine

68.
HOW ELSE HAVE YOU
USED JOURNEY MAPS?
LET US KNOW!
@kerrybodine

69.
THANK YOU!
@kerrybodine
kerry@kerrybodine.com
kerrybodine.com/CXWeek15
HAPPY CUSTOMERS LEAD TO HAPPY SHAREHOLDERS.
LET’S MAKE HAPPY HAPPEN.

70.
Q & A