My presentation provides an introduction to Customer Journey Maps, their purpose and how to create them. It discusses their components and the types of journey maps. Finally, I discussed the benefits of journey maps.
DDeBoard Customer Journey Maps: Visualizing an engaging customer experience STC Philadelphia Metro Chapter April 2013
Customer Journey Maps: Visualizing an Engaging Customer Experience Donn DeBoard STC Philadelphia Chapter Vertex, Inc. April 17, 2013
About the presenter• 25 years as an award-winning technical communicator developing clear, engaging content in software and financial services industry.• Senior Information Developer, Vertex Inc., a tax technology company in Berwyn, PA.• STC Associate Fellow• STC Community Outreach Committee• Interaction Design Association (IxDA).• Information Architecture Institute (IAI) .• User Experience Professionals Association (UxPA).
Technical communicators need to understand their customers.
You’re here to see your customer’s point-of-view using your product.
You have limited understanding of how your customer uses your product.
You’d like clarity on an engaging customer experience.
Poll Question #1: What do you know about Customer Journey Maps?• Nothing: This is new concept to me.• A little: I’ve heard the term before.• Moderate: I’ve seen examples and used Customer Journey Maps at work.• Expert: I teach Customer Journey Maps at work.
Share your stories about a recent vacation from beginning to end.
What is customer engagement?Customer engagement is thinking and acting as customers do: A series of inter-related interactions (touch points) that together, create their ‘customer experience.’” - Craig McCulloch
Customer Journey Maps show how a customer experiences a product.
Poll Question #3: Do you think Journey Maps would be beneficial for you?• Yes: I can see several ways to apply Customer Journey Maps at work.• Uncertain: I can see the benefits of Customer Journey Maps. I’m not certain where to apply them at work.• No: I can’t see any use for Customer Journey Maps at work.
You had a limited understanding ofhow your customer uses your product.
You have clarity on an engaging customer experience.
Connect with me. You are welcome to contact me with questions and comments. Email: firstname.lastname@example.org LinkedIn: http://www.linkedin.com/ in/donndeboard Twitter: @donndeboard
For more informationCobb, Dale. “Creating Your Own Customer Journey Map,” http://servantselling.blogspot.com/2008/01/creating- your-own-customer-journey-map.html, January, 2008.Davey, Neil.”Customer Journey Mapping and the Social Customer: The Four Implications to Know,” MyCustomer.com, April 30, 2012Edwards, Mel. “Customer Journey Mapping,” http://desonance.wordpress.com/2010/06/16/custom er-experience-mapping, June 10, 2010.Engine Services Design. “Customer Journey Mapping,” http://www.enginegroup.co.uk/service_design/ m_page/customer_journey_mapping, Date accessed: November, 2011.
For more informationFlom, Joel. “The Value of Customer Journey Maps: A UX Designer’s Personal Journey.” UX Matters, http://www.uxmatters.com/mt/archives/2011/09 /the-value-of-customer-journey-maps-a-ux- designers-personal-journey.php, September 7, 2011.Gleneicki, Annette. “Customer Interaction Maps: Plotting the Customer’s Journey,” http://www.allegiance.com/blog/customer- interaction-maps-plotting-the- customer%e2%80%99s-journey/869, October 18, 2010.
For more informationHolst, Christian. “UX and the Kanos Model,” http://baymard.com/blog/kano-model, Baymard Institute, February 7,2012.Hostyn, Joyce. “Visualizing the Customer Experience using Customer Experience Journey Maps,” http://www.joycehostyn.com/blog/2010/03/22/ visualizing-the-customer-experience-using- customer-experience-journey-maps/, March 22, 2010.
For more informationHoward, Jeff. “Using Diary Studies for Customer Journey Mapping, http://designforservice.wordpress.com/2009/12/ 17/ using-diary-studies-for-customer-journey- mapping/, December 2009.Kalbach, James. Customer Journey Mapping Resources on the Web,” http://experiencinginformation.wordpress.com/2 010/05/10/customer-journey-mapping- resources-on-the-web/ , May 10 2010,updated September 17, 2011.
For more informationMcCulloch, Craig. “ Creating an optimal customer experience,” .Net Magazine, http://www.netmagazine.com/opinions/creating- optimal-customer-experience. August 9, 2011.McMullin, Jess. “Searching for the Center of Design”, Boxes and Arrows, http://www.boxesandarrows.com/view/ searching_for_the_center_of_design, (originally posted September 9, 2003), reposted November, 2011.
For more informationNeiboer, Harry. “Value-centered Design,” http://blogs.infosupport.com/value-centered- design/, November 16, 2005.Oxford Strategic Marketing. “Customer Journey Mapping: An Introduction” and “Customer Journey Mapping: A Practicioner’s Guide,” Cabinet Office website (Sept 2009, last visited May 2010).Peck, Valerie and Anne Cramer. “Best Practices in Customer Journey Mapping,” http://www.slideshare.net/TPDashboard/best- practices-in-customer-experience-mapping. 2012.
For more informationRichardson, Adam. “Using Customer Journey Maps to Improve Customer Experience,” Harvard Business Review, http://blogs.hbr.orgs/cs/2010/11/using_customer_ journey_maps_to.html, November 15, 2010.Risdon, Chris. “Mapping the Experience,” (IA Summit 2012). March, 2012. http://www.slideshare.net/ livebysatellite/ia-summit-2012-mapping-the- experience.Solis, Brian. “Why User Experience is Critical to Customer Relationships,” Fast Company, http://www.fastcompany.com/1815756/the- importance-of-ux-in-customer-engagement , February 14, 2012.
For more informationStollery, Richard. “Legos Customer Strategy: Lego Rebuilds Customer Loyalty, Brick by Brick,” An Post Mail Media Unit, Dublin, http://www.anpost.ie/AnPost/AnPostDM/New s/DMNews/2009/Richard+Stollery+- +Lego.htm, Aug 12, 2009Temkin, Bruce. “Customer Experience Matters.” http://experiencematters.wordpress.com/
For more informationTorio, James. “Experience Maps Identify Inefficiencies and Opportunities”. UX Magazine. http://jamestorio.com/blog/2011/10/17/experience- maps-identify-inefficiencies-and-opportunities/ . October 4, 2011.Urbina, Noz. “Giving Customers What They Want: Integrating Content in the Customer Lifecycle.” http://www.slideshare.net/nozurbina/2012-10-lava- conintegratingwiththecustomerlifecycledisti.van Oosterom , Arne. “Mapping Out Customer Experience Excellence: 10 Steps to Customer Journey Mapping,” http://www.mycustomer.com/topic/customer- intelligence/customer-journey-mapping/105167#, December 3, 2010.