10 Ways To Use Customer Journey Maps KERRY BODINE Kerry Bodine & Co.

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3. 10 WAYS TO USE
CUSTOMER JOURNEY MAPS
May 13, 2015
@kerrybodine
HAPPY CUSTOMERS LEAD TO HAPPY SHAREHOLDERS.
LET’S MAKE HAPPY HAPPEN.

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

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

6. 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

7. WHAT MAKES A JOURNEY
MAP EFFECTIVE?
@kerrybodine

8. Journey maps are:
@kerrybodine

9. Journey maps are:
Diagrams that visualize
@kerrybodine

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

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

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

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

14. Source: 31Volts

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

16. Source: Intuit

17. Source: Intuit

18. Source: Intuit

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

20. Source: Intuit

21. Source: Intuit

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

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

26. Source: Bridgeable

27. Source: Bridgeable

28. Source: Bridgeable

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

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

31. Source: Bridgeable

32. Source: Bridgeable

33. Source: Bridgeable

34. Source: Bridgeable

35. Source: Bridgeable

36. Source: Bridgeable

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

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

39. Source: Bridgeable

40. Source: Bridgeable

41. Source: Bridgeable

42. line of visibility
Source: Bridgeable

43. Source: Bridgeable

44. Source: Bridgeable

45. Source: Bridgeable

46. Source: Bridgeable

47. Source: Bridgeable

48. 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

49. 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

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

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

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

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

54. Improve your current customer experience
@kerrybodine

55. 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

56. 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

57. Source: Adaptive Path

58. Envision your future customer experience
@kerrybodine

59. 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

60. 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

61. 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

62. Drive organizational change
@kerrybodine

63. 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

64. 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

66. Communicate with customers
@kerrybodine

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

68. Source: Xplane

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

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

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

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

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

74. Q & A