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1. Yo u r C o m p a n y N a m e
Consumer
Experience
Mapping

2. 2
Understanding the Customer Experience01
Need for Customer Journey Map02
What does a Customer Journey Map look like?03
Mapping Framework04
Key Elements of Customer Journey Map05
Types of Customer Journey Maps06
Steps to build a journey map07
How to improve the Customer Journey08
Benefits of Customer Journey Map09
Buyer Persona10
Buyers Journey11
Customer Journey Map Example12
Content

3. Understanding the Customer Experience3
Stages Discovery
Touchpoints
Specify here the steps a customer take to reach out to the company like X saw an ad on internet, clicked the same
to gather information
Actions Mention here the effort customer takes to meet his needs like using the internet to gather information
Motivations Specify here the need of the customer which motivates him to reach out to the company
Questions Mention the questions of the customers here
Pain Points Mention here the specific problem that the customers of your business are experiencing

4. Need for Customer Journey Map4
Shift a company’s
perspective from inside-out
to outside-in
• Journey mapping sheds light on
real human experiences that
often organizations know very
little about
• It can help turn the culture of
that organization by refocusing
on the thoughts, actions &
emotions of customers
Assign ownership of key
touchpoints to internal
departments
• Maps can create clarity around
alignment of departments or
groups with different stages or
key touchpoints in the journey
that need addressing
• Add text here
Target Specific
Customers
• Journey maps can help
teams focus in on specific
personas or customers
• Add text here
Break down silos to create
one shared, organization-
wide vision
• They become a tool for creating
cross-department conversation
& collaboration
• Journey mapping could be the
first step in building an
organization-wide plan of action
to invest in customer
experience
01 02 03 04

5. 5
What does a
Customer
Journey
Map look like?
Steps
• Show the sequence of events at a high level
• This helps you see the entire process from start to finish and acts as
groundwork for the rest of the information
Personas
• Create an example of your ideal customer like What’s their age? What devices
do they use? What are their values?
• The benefit of doing this is that you can then tailor the customer journey
specifically for certain customers, providing a personalized service.
Desired Outcomes
• Define what your different customer personas are trying to get out of
their experience
• If you understand what they want in the end, you’ll better understand
their frustrations when they arise
Touchpoints
• These represent steps where your customer comes into direct
contact with your brand.
• Have any touchpoints changed due to recent digitalization or
business expansion
Moments of Truth
• These are a special kind of touchpoint
• They are the moments that can make or break your business’s
chance for success.

6. Mapping Framework6
01
• Identify your mapping method, team
& ingredients
• Involve key stakeholders
- Host formal journey mapping
workshops & involve everyone in the
actual data gathering, analyzing &
map building process
- Interview stakeholders on key
capabilities
• Start building your map
- Bring the customer journey to life by
adding your touchpoints and related
business & customer data
Map
02
• Identify what’s most important to your
customers and business & what
creates or detracts from value and
drives loyalty
• Create different views of data
• Use charts to help visualize &
understand customer experiences
• Score your touchpoints & develop and
prioritize action plans
• Build a compelling case for change
Analyze
03
• Prefer Using Touchpoint
Dashboard’s
• Presentation layer to create
compelling stories to share
• Sharing options to share the whole
map or custom-tailor specific map
views & reports and share only
what’s most relevant to your
audience
• Notes capability to socialize the map
with stakeholders
Present

7. Key Elements of Customer Journey Map7
Internal Ownership Internal Ownership Internal Ownership Internal Ownership
Goals and ExpectationsScenario
0201
08
09
06
07
01
02
03
04
05
03
04
05
06
Opportunities Opportunities Opportunities Opportunities
07
08
Zone A (The Lens)
The lens provides constraints for the map by
assigning (1) a persona (“who”) and (2) the scenario to
be examined
01
02
03
04
05
06
07
08
09
Zone B (The Experiences)
The heart of the map is the visualized experience, usually
aligned across (3) chunkable phases of the journey. The
(4) actions, (5) thoughts, and (6) emotional experience of
the user has throughout the journey can be supplemented
with quotes or videos from research
Zone C (The Insights)
The output should vary based on the business goal the
map supports, but it could describe the insights and pain
points discovered, and the (7) opportunities to focus on
going forward, as well as (8) internal ownership

8. Types of Customer Journey Maps8
• Created to understand how
customers are interacting with your
brand “right now.”
• Using a current state map can
identify weak points in various
stages
• In order to create this type of map,
you will need to identify:
- Where prospects come from
- How they become customers
- How they begin to use your product(s)
Current State Mapping
• Instead of being a right now picture of
how prospects and customers interact
with your brand, this type of map lays
out the ideal journey you would like
prospects and customers to take
• Future mapping is done from the
perspective of customers
• In order to create this map, you will
need to :
- Identify the starting point of your lead or
customer
- Determine the endpoint
- Plan the messaging
Future State Mapping
• It is used as part of the sales
process to better understand buyer
personas
• This map type can also be used
post-sale to improve customer
satisfaction and retention
• In order to create this type of map,
you will need to identify:
- Goals
- Pain
- Timing Indicators
Day in the Life Mapping

9. Steps to Build a Journey Map9
Data Gathering
• Schedule & conduct
any new customer
research/interviews.
• Collect, organize &
review all map
ingredients
Map Creation
• Create a framework
for journey map
• Add touchpoints & plot
the customer journey;
refine & validate
• Synch metrics,
customer data &
collateral with
touchpoints
Identify & Analyze
Key Findings &
Actionable Insights
• Collaborate with the
mapping team &
analyze map
• Rank & prioritize
opportunities & identify
the needs
Investigate Issues
& Opportunities
• Conduct deep drill &
analyze results
Present your
Findings & Plan
for Continuous
Improvement
• Develop
recommendations &
create roadmap for
change
• Share findings &
establish a plan to
monitor & manage
progress
Planning
• Identify your map’s
scope & scale and
your mapping
method & team.
• Create/ obtain
necessary
mapping resources
& martials.

10. Need for Customer Journey Map10
Start Earlier, Finish Later
• Usually, the customer
journey is mapped from start
and end of the interaction
with your service or product
• Try creating an impact on
what happens immediately
before and after the
experience the customer has
with you
03
Remove the
Unnecessary Steps
• Wherever you can, remove
any unnecessary steps
required to perform an action
• Focus on minimizing the effort
(time, cost, number of steps,
reasoning) that your
customers need to take in
order to enjoy the core of your
service or product
04
Remove the Pain Points
• Identify the points where your
customers are having a hard
time
• Start ranking the pain points in
your customer journey and then
attack them one by one
01
Raise the Bar
• When your customers are
generally happy throughout
their experience with your
service or product, don’t stop
there- always try to raise the
bar and deliver an experience
that exceeds the expectations
02

11. 11
Benefits of
Customer
Journey Map
Visibility
See how your customer experience is impacted by behind-the-scenes
operations.
Agility
Respond quickly to changes in customer demand or expectations.
Empowerment
Empower all employees to think of the next big, disruptive idea.
Understanding
Increase shared understanding and get your entire organization on the
same page.
Excellence
Create moments of delight for your customers that keep them coming
back for more.

12. Professional Role
Your Text Here
Demographics
Your Text HereYour Text Here
Name
Resources & Influences
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Buying Decisions
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Motivations
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Challenges
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Buyer Persona12

13. Buyers Journey13
Awareness Engagement Evaluation Purchase Post- Purchase
Opportunities Add text here Add text here Add text here Add text here Add text here
Content Needed Add text here Add text here Add text here Add text here Add text here
Notes Add text here Add text here Add text here Add text here Add text here

14. Customer Journey Map Example14
Recommendations
Buying Cycle Acquire Days Nurture Days Convert Days Retain Days
Overall Customer
Experience
Touchpoints
• Clicks on welcome email
• Visits product page
• Your Text Here
• Your Text Here
• Your Text Here
• Online Research
• Site Visit
• Your Text Here
• Your Text Here
• Your Text Here
• Adds item to cart
• Estimates shipping
• Your Text Here
• Your Text Here
• Your Text Here
• Order processed email
• Shipping tracking email
• Your Text Here
• Your Text Here
• Your Text Here
• Your Text Here
Customer
Thoughts
• Do they have positive reviews?
• Am I paying too much?
• Your Text Here
• Your Text Here
• What colours/sizes are available?
• Are competitors offering a
cheaper price?
• Your Text Here
• How much am I paying for
shipping? Too much?
• Do I buy another product for
free shipping?
• Your Text Here
• Your Text Here
• Can I track my order?
• Did it arrive on time?
• Your Text Here
• Your Text Here
• Your Text Here
Ideas to Improve
• Encourage more customer
engagement on social media
• Make my returns policy more
simple and user-friendly
• Offer more competitive prices
• Polish website appearance
• Offer free shipping for large
orders to encourage multiple
purchases
• Streamline the buying process
• Personalise the delivery process
• Stay in contact with the customer
and request a review
• Your Text Here
Customer Goals
Make sure the costume will arrive
on time & fit Find the best price
Decide on costume
& place order
Have an awesome costume
that everyone likes
Find customers
for an event

15. Consumer Experience Mapping Icons Slide15

16. 16
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17. 17
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18. 18
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20. 20
About
Us
Value Clients
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Target Audiences
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Preferred by Many
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21. 21
Our
Team
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22. 22
-- Tom Abbott
“It’s not just about being
better. It’s
about being different. You
need to give people a reason
to choose your business.
Quotes

23. Idea Generation23
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24. 24
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