The document provides information about using customer journey maps. It begins with housekeeping notes and an agenda. It then discusses what makes an effective journey map, including that they visualize actions, thoughts, and feelings over time. There are four types of maps that can be created: current state, future state, blueprint, and day in the life. Ten ways to use journey maps are identified, such as improving the current experience, envisioning the future experience, driving organizational change, and communicating with customers. The presentation encourages determining the business objective and appropriate map type to create.

2. 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

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