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How to map the customer journey in three steps.

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In this process tool, published under a creative commons license, I cover how to map the customer journey in three steps. It goes over the preparation, workshop, and documentation necessary to create this key artifact in a digital customer experience strategy.

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How to map the customer journey in three steps.

  1. 1. How to map the customer journey in three steps. A digital strategy process tool by Jake DiMare published under a Creative Commons 4.0 License
  2. 2. Where technology leads, a process must follow With the explosive proliferation of channels with which to communicate and the emergent complexity of contextual and personalized content, it's never been more challenging to provide a seamless, cohesive, and consistent customer experience. Particularly one that moves the needle in ways that create value for the customer and the organization. Digital experience management platforms provide all the capability necessary to succeed, but organizations still struggle because operating in this mode requires tight system integration, new skills and a process that often eludes. 5/8/2018 2
  3. 3. Mastering these skills by being the Dungeon Master While playing Dungeons and Dragons as a kid, my favorite role was the dungeon master. For those whose childhood was somewhat less nerdy, the dungeon master’s job is to create the journey their companions will take. It includes everything from designing maps that describe the other player's surroundings to calculating the success of their choices as the game unfolds. It's fascinating to me how these skills have transferred to my career as a marketer in the 21st Century, trying to build world-class customer experiences. As customers go down various paths with the brand, it’s necessary to have a map to meet them with contextually relevant, personalized experiences in real time. This tool provides a process to create Customer Journey Maps for your organization. This deliverable will allow you to understand and communicate your customers’ wants, needs, and challenges across their experience with the brand. 5/8/2018 3
  4. 4. “Nothing short of an obsessive understanding of the journey your customer takes is required for a seamless, cohesive, and consistent customer experience.” 5/8/2018 4
  5. 5. Mapping the customer journey: A three-step process Understand Collaborate Document 5/8/2018 5
  6. 6. Step 1: Understand The goal of the first step is to learn as much as possible about your customers. Consider the following inputs, at a minimum: • Customer interviews • Existing customer research • Customer Database (CRM) • Behavior analytics • Personas • Audience segmentation 5/8/2018 6 Pro tip: In this step of the process it’s important to look at the customers only, and not get distracted by the goals of the business.
  7. 7. Step 2: Collaborate During step two, hold one or more workshops designed to gather information from the rest of the team and begin the process of documentation. Steps: • Review the entire process • Define the phases across the top of the grid. • Fill out each column from top to bottom, one column at a time. 5/8/2018 7 Not all journeys are equal The phases across the top of the grid will vary based on the type of business and journey to be mapped. For instance, the path to purchase is different than the path to service, or the product return path. One map per key segment To the extent that there will be a different journey for an audience segment, they should have a different journey map. Prepare the room Bring together the broadest cross-section of disciplines possible. Encourage participants to be aspirational & avoid thinking about constraints during the exercise. Bring sweets! The next two slides include a blank template handout and a sample Step 2 deliverable with the first column filled in to give you a feel for how it works.
  8. 8. 5/8/2018 8 Blank Journey Map Template – 6x8
  9. 9. 5/8/2018 9 SAMPLE B2B Software Company – End User Persona
  10. 10. Step 3: Document The versions of the journey map documented during the workshops are only meant to be a draft and will likely vary across the participants. The next, and final step, is to synthesize all the data you’ve collected and create a final journey map. This final deliverable should be versioned, as it will change over time. It’s likely going to take into consideration parts of the journey which are both linear and non-linear. The example to the right is a straightforward diagram, but this is also an opportunity to be creative. I’ve seen versions that look like actual maps. Current journey maps should go up on the walls anywhere people who manage the customer experience work! 5/8/2018 10
  11. 11. Review • Customer Journey Maps are a critical component of a customer experience driven approach. • Follow this three-step process and don’t hesitate to contact me if you get in a jam. • Current and correct journey maps should be required reading for everyone who interacts with customers or manages the customer experience. They should be hung in the areas where customer-facing employees work. 5/8/2018 11

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