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1. Buyer
Journey
Mapping
Your Company Name

2. 2
Customer Journey Mapping Outline
Understanding
Customer Mapping
Purpose
Objectives, Needs, Feelings
& Barriers of Customer
Journey Mapping
Key Statistics of
Customer Mapping
Journey
Elements of
Customer Journey
mapping
Customer Journey
Mapping Steps
Information Required in each
stage of Customer Journey
Customer Mapping
Journey Cycle
Customer Journey
analysis at each stage
Customer
Journey Layers
Channels in each
stage of journey
Customer Journey
Map Table
Customer Journey
Mapping Templates
Capturing Customer
Perception based on
their Experience
Illustrating Customers Journey
across Multiple Touchpoints
Incorporate
Performance Indicators
Optimize Stakeholders’
understanding, Engagement,
&Decision-Making based on the
Journey map Story
Customer Journey
detailed Process
Customer Journey
Map Example Slide
Customer Journey
Mapping Tools
Customer
Satisfaction Metrics

3. 3
Understanding Customer Mapping Purpose
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Purpose:
Review relevant
research branding
& company
promises. Jointly
define the scope
& success.
Project
Scoping Meeting
Purpose:
Build a map of the
company perspective
of the customer
journey to guide
customer interviews
Create the
Company View
Purpose:
Understand from
multiple
approaches the
experience a
customer has with
your company
Customer Listening
& Learning
Purpose:
Establish a common
understanding of the
current journey & ID
key insights for creating
anew journey
Review
Current State
Purpose:
Use new
learnings to
create near
term & longer
term solutions
Ideate
Future State

4. 4
Objectives, Needs, Feelings & Barriers of Customer Journey Mapping
Objectives
Trigger
a need
Understand
the need
Provide
Solutions
Act
Needs
• Remind or trigger a need
• Recognize I have a problem
• Address a pain point
• I don’t know what I don’t know
• Draw me a scenario
• I have questions
• Deal with the immediate need
• Be relevant
• Personalize
• Partnership
• Privacy / Trust
• Clarify
• Validate
• Satisfaction
• Reality
Feelings
• Anxious
• Defensive
• Distracted
• Hopeful
• Ambivalent
• Curious
• Guarded
• Open
• Interested
• Frustrated
• Excited
• Feel good
• Resolved
• Loyal
• Confident
Barriers
Relevance, Trust, Fear,
Acknowledgement, time, Convenience,
Distraction
Style, Approach, Language, Expectations,
time, Knowledge of Client
Literacy, risk tolerance, Convenience,
time, Commitment
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ConvertAttract Interact Engage

5. 5
Key Statistics of Customer Mapping Journey
Of companies
have a process to
map customer
journeys
Of senior level
marketers say it’s critical
or very important to
create a cohesive
customer journey
Average number
of touches it takes
to create a viable
sale lead
Of customers have
switched providers in
the past year due to
poor customer service
Trillion the estimated
cost in the U.S of
customers switching
due to poor service
46%
76%
63%
$1.2
5
to 8
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6. 6
Elements of Customer Journey mapping
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Quantitative &
Quantitative Research
Key Findings &
Actionable insights
Touch points, Channels &
lifecycle stages
Your
Customers
Feelings
What emotions do your customers
show in their customer journey?
Where do the hights & lows occur?
Thoughts
How do customers perceive &
evaluate their experience?
What do they expect?
Actions
What steps do your customers
take to meet their needs?

7. 7
Customer Journey Mapping Steps
Planning
Identify your map’s scope & scale & your mapping
method & team.
Data Gathering
Schedule & conduct any new customer
research/ interviews.
Map Creation
Create a framework Synch metrics, customer
data & collateral with touch points
Identify & Analyze key findings &
Actionable Insights
Collaborate with the mapping team & analyze map
Score, rank & prioritize opportunities
Investigate Issue & Opportunities
Your text here
Your text here
Present your findings & plan for
continuous Improvement
Develop recommendations 7 create
roadmap for change
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8. 8
Information Required in each stage of Customer Journey
Pre - Trigger Trigger Consideration Purchase Experience Loyalty
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InformationNeeds
Define Refine Purchase
• Brand name
• Brand value prop
• Brand reputation
• Timely & relevant content
• Peer Opinions
• Expert Opinions
• Product comparisons
• Product claims & side effects
• Product pricing & coupons
• Product locator
• Shopping list guides
• Coupon availability
• Step - by –
instructions
• Associated content
• Detailed efficacy
• expectations
• Preventative
information
• Seasonal content
• Complimentary
product
• New savings
• Exclusive access

9. 9
Customer Mapping Journey Cycle
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Moment of
Purchase
• Signs contract
• Final presentation
Delivery/ Installation
• Training
• Testing
• Invoice raise
Need Generation
• Searches Internet
Initial Consideration
• Calls contact center
Engagement
• First Interaction
• Subsequent Interactions
Evaluation
• Studies Proposal
Usage
• Proactive Maintenance
• Follow up on trouble ticket
Before
During
After
Loyalty
Curve

10. 10
Customer Journey Analysis at each stage
Buyer Stage Awareness Conversion Loyalty
Time Frame
Day 1 – 2
Report: time to transaction
Day 3
Report: time to transaction
Day 21
Report: time to review
Buyer’s goal
Find lasting motivation to live a
healthier life
Start an exercise plan & feel
comfortable in gym clothes
See improvements, buy danced
workout gear
Brand’s goal
Educate, build trust,
opt into email newsletter
Inform on production,
add to cart, purchase
Product review, repeat purchase,
feedback
Channels
• Facebook
• Instagram Pinterest
• Google
• Direct
• Email
• Google
• Direct
• Email
• Facebook group
Pages
/Home
/Blogs/ Motivation
/Blogs/ fitness – research
/Blogs/ Workout - ebook
/Home
/Products/ Shorts
/Products/ sizing – chart
/Cart
/Checkout
/Blogs/ fitness – research
/Product/ rings
/Products/ Kettleblls
/Blogs/fitness - Challenge
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11. 11
Customer Journey Layers
Customer Journey
Stages
Awareness Consideration Acquisition Service Loyalty
Customer Journey
Steps
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Customer Journey
Touchpoints
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Customer Journey
Departments
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5 7 413 9
10 22 1543 23
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12. 12
Channels in each stage of Journey
Online Ads
Email
PPC Social Ads
Reviews
Blog
Media
Website
Community Forum
Blog
Social
Networks
Newsletter
Promotions
FAQ
Knowledge Base
Store
Ecommerce
Direct Mail
Email
Word of
Mouth
Radio TV Print
PR
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Awareness Consideration Purchase Retention Advocacy

13. 13
Customer Journey Map Table
Stages Research
Evaluate &
Compare
Commit
Use
& Monitor
Refine
& Review
Goals
Decide on a service
which works best
Decide on a service
which works best
Decide on a service
which works best
Decide on a service
which works best
Decide on a service
which works best
Activities/
Touchpoints
Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here
Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here
Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here
Opportunities
Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here
Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here
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14. 14
Customer Journey Across Various Touchpoints
Website Phone Face to face Word of mouth Email Post
Aware
Query/ PoS
Pricing
Purchase
Post Sales
Support
Complaint
Upgrade
Renew
Customer Journey Touchpoints
ElementsofCustomerJourney
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15. 15
Customer Journey Mapping Template 1
Stage
Touch
Point
Customer
Process
Experience
Awareness Facebook Posts Facebook page
Browsed Facebook &
stumbled upon your
Facebook posts
Browsed through the
photos & albums
Consideration Website
Email
enquiry
Phone call
Searched and
arrived
through the
website
Signed up
email enquiry
Scheduled a
phone call to
enquiry more
Decision School Tour Sign up
Asked about
School
curriculum
Decided to
enroll after pricing
Delight Referral
Referred a
friend after 2 months
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16. 16
Customer Journey Mapping Template 2
Explore
Promotion items on website
Showing different prices
Shop
Mobile purchased using promotion
Size availability
Buy
Recognised for loyalty
Long wait at cash register
Try
Touch screen advantage
Cant provide feedback
Use & Share
Tags store in Pinterest
Complains on Facebook
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17. 17
Capturing Customer Perception based on their Experience
4.5 4 4.5 4.6
3.4
5.5
2.8
3.8
3
3
3
6
5
6
3
5
Research Comparison Purchase Support
SP - 1 SP - 2 SP - 3 SP - 4
Stress
Points
SP - 1 SP - 2 SP - 3 SP - 4
Terrible
Experience
Poor
Experience
Generic
Experience
Exceptional
Experience
Good
Experience
Product 01
Product 01
Product 01
Product 01
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Qualitative research app
like contextual inqui
ethnographic research, Le
voice of the customer (VO
from call centers and ve
from customer satisfaction
are especially effective at
customers’ actual behav
their emotions

18. 18
Illustrating Customers Journey Across Multiple Touchpoints
Customer Experience Expectations & Perception Map
FY' 15 FY' 16 FY' 17 FY' 18
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Positive Neutral Negative
Your Text Here
Your Text Here
Your Text HereYour Text Here
Your Text Here
Your Text HereYour Text Here
Your Text Here
Your Text Here
Your Text Here
Your Text Here
Your Text Here
See potential gaps in
customer’s experience b
touchpoints
Assess the impact of the
Provide insights into h
optimally orchestrate the c
experience across touchp
drive business valu

19. 19
Incorporate Performance Indicators
Feeling
EXCITED about regional airline
with great options & prices
CONFIDENT about trying
Little wing IMPRESSED
UNSURE
APPREHENSIVE about trying
new
airline know nothing about
33% 33%
50%
Expectation Ratings
0
10
20
30
40
50
60
0
10
20
30
40
50
60
Exceeds Meets Below
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20. 20
Optimize Stakeholders’ Understanding, Engagement, and Decision-making
Based on the Journey Map Story
Actions Thinking Feeling Opportunities
Touch Point 1 Your Text Here Your Text Here Your Text Here Your Text Here
Touch Point 2
Touch Point 3
Touch Point 4
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21. 21
Customer Journey Detailed Process
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Attract & Welcome
Convenience
• Single phone number to interact with the
whole pf organisation
• Calls answered by agents within 30seconds.
Select
Choice
• Customer given choice of key pay (IVR)
payment or agent assisted service
Wait
Better Queuing
• Update on wait time throughout with call
back option repeated
Serve
Range of Transactions
• Simple & easy payment gateway
Wrap-Up
Education
• Informed of other service offerings
• Offer to complete transactions
Feedback & Exit
Feedback
• Intuitive & simple feedback.
• Customer thanked at time of service
completion

22. 22
Customer Journey Map Example Slide
Navigate Website Visit FAQ Section Submit a Request
Follow up from
Customer Service
Resolution
Customer Process
• Arrive at website
• Navigate for help
section
• Look for relevant
section & answers
• Search contact numbers
• Find query form
• Submit Query
• Wait for call back
• Can it be dealt or
referred ?
• Problem is solved by
customer
Internal Process Internal process example Internal process example Internal process example Internal process example Internal process example
Experience
Example of positive
experience
Example of negative
experience
Example of negative
experience
Example of average
experience
Example of positive
experience
Improvements &
Key Learnings
Improvement or learning to
maintain high performance
Improvement or learning to
maintain high performance
Improvement or learning to
maintain high performance
Improvement or learning to
maintain high performance
Improvement or learning to
maintain high performance
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Q

23. 23
Customer Journey Mapping Tools
Prime features: Add text here
Price: Add text here
Prime features: Add text here
Price: Add text here
Prime features: Add text here
Price: Add text here
Prime features: Add text here
Price: Add text here
Tools
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24. 24
Customer Satisfaction Metrics
24
Hours
12
4
Min
15
Min
Average First
Reply Time
Average
Handle Time
Average
Reply Time
Replies
Per Ticket
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25. 25
Coffee Break

26. 26
Icons Slide

27. 27
Additional
Slides

28. 28
Line Chart
10
5
40
20
60
25
55
65
5
30
10
50
35
70
40
75
0
10
20
30
40
50
60
70
80
FY' 11 FY' 12 FY' 13 FY' 14 FY' 15 FY' 16 FY' 17 FY' 18
Salesinpercentage(%)
Financial Years
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Product
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audience's attention.
01
Product
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02

29. 29
Combo Chart
This graph/chart is linked to excel, and changes automatically based on data. Just left click on it and select “Edit Data”.
70
62
55
45
35
20
15
5
50
60
68
76
83
89
95 100
0
20
40
60
80
100
0
20
40
60
80
100
120
2011 2012 2013 2014 2015 2016 2017 2018
GrowthRate(%)
MarketSize(RMB100Million)
Product
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01
Product
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02

30. 30
Our Mission
Vision
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Mission
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Goal
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audience's attention.
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31. 31
Comparison
Twitter User
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10%
Facebook User
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30%
45%
Google Plus User
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WhatsApp User
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15%

32. 32
Bill Gates
Co-founder, Microsoft
Your most unhappy customer
is your greatest source of
learning.
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Quotes

33. 33
Puzzle
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04
01
02
03

34. 34
Venn
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01 02
03
04

35. 35
Idea Generation
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Idea 0401
02 03

36. 36
Financial
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50% 75% 95%

37. 37
Thank You
for Watching
Address
# street number, city, state
Contact Numbers
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Email Address
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