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customer journey mapping
november 15th 2010
TU Delft, ID 4216
erik roscam abbing, zilver innovation / TU delft
Customer journey mapping
zilver is a creative consultant for brand driven product and
service innovation and design management
Our clients: b2b and b2c
customer journey mapping
what is it?
why is it relevant?
when can you use it?
How can you use it?
What is CJM?
an example will make
it clear:
Customer journey mapping
Customer journey mapping
Customer journey mapping
Customer journey mapping
Customer journey mapping
Customer journey mapping
Customer journey mapping
Customer journey mapping
Customer journey mapping
Customer journey mapping
Customer journey mapping
Customer journey mapping
Customer journey mapping
Customer journey mapping
Customer journey mapping
Customer journey mapping
Customer journey mapping
customer journey mapping is the process of
creating a graphical representation of the steps
and stages a customer goes through to experience
a product or service.
some quick examples:
Customer journey mapping
Customer journey mapping
Customer journey mapping
Customer journey mapping
Customer journey mapping
Customer journey mapping
Customer journey mapping
ETNA consumer journey
Herkenning
Overtuigen
Geloofwaardig
Herkenning 
Orientatie
Betrouw-
baarheid
Solide, stabiel,
bekend
Besluit
Twijfel
wegnemen
Flexibiliteit
Professio-
naliteit
Aanschaf
Punctualiteit
Efficientie
Bevestiging
Voldoening
Installatie
Gevoel van
verwenning,
Verrassing
Bevestiging
Begin van
relatie
Gebruik
Er bij horen 
Mening geven
Loyaliteit
Kennisuitwis-
seling
Aftersales
Continue
bevestiging
Vetrouwen
uitbouwen
Betrokken bij
Nlisis
Trots 
Herkenning
 Orientatie
 Besluit
 Aanschaf
 Installatie
 Gebruik
 Aftersales
Prikkel
Inspireren
Verrassen
Zelf ontdekken
NLISIS Customer Journey
Verhaal van
Wil
Laten zien:
‘trekproef’ 
‘de vinding’ 
Trails
Probleem en
oplossing
visueel maken
Wil: vertrouw
op expertise
Cases
Reviews
Testimonials
Specs: wat
krijg ik
precies?
Gedetailleer-
de informatie
Informatie op
maat
Prijsbeleid
Transparante,
persoonlijke
communica-
tie
Verzorgde
fullfilment
Registratie
Reden voor
opt-in
Community
opzetten
Userinvolve-
ment
Loyaliteits-
programma
Expertise
centrum
Product-
launches
Prikkel
Toekomst GC
what
how
Events
(beurzen en
congressen)
(e)DM
Documentaire
Youtube
Bijzondere
brochure
Website
Brochure 
Downloadable
cases en
specsheets
Persoonlijk
Informatie-
pakket
Offerte
Webshop
Verpakking
Bedankmail
Newsletter
Track & trace
5 step guide
FAQ
Online user
manual
Website
Newsletter
Sessies
Artikelen
Website
Launches
Events
Usersessies
where
Customer journey mapping
Customer journey mapping
Customer journey mapping
why is CJM relevant?
people don’t think in isolated experiences
let alone in isolated design disciplines
they derive value and meaning from the total
experience
Customer journey mapping
Customer journey mapping
the product
the service
the advertising
the showroom
the store
the clothing
the truck
the brochure
the website
the user’s manual
the receptionist
the packaging
etcetra
value in exchange
vs
value in use
today’s question:
how do you design value in
use?
it starts with understanding
the eco-system you’re
designing
and that requires three design
principles:
1: based on the customer journey
2: in a multidisciplinary team
3: based on a guiding vision
1. the customer journey
Customer journey mapping
Customer journey mapping
Customer journey mapping
Customer journey mapping
Customer journey mapping
Customer journey mapping
Customer journey mapping
Customer journey mapping
Customer journey mapping
Customer journey mapping
Customer journey mapping
Customer journey mapping
Customer journey mapping
Customer journey mapping
Customer journey mapping
why is CJM relevant?
Because it helps you design eco-
systems of lasting value
when can you use CJM?
When you want to learn about the
organisations in the ecosystem
Or when you want to learn about the
customers in the ecosystem
When you want to learn about the
ecosystem itself
objectives for CJM:
to understand how customers experience each stage
to explore how brand values can be brought to life in each stage
to see how different customers go through each stage
to understand what objectives and tasks customers have in each stage
to scout for innovation opportunities in each stage
to increase design effect in each stage
to focus the dialogue with the customer in each stage
…..etcetera…..
how do you do CJM?
by trying it!
Each group gets a ‘client’
Groups 1-10: the TU Delft
Groups 11-21: Schiphol Airport
Groups 22-31: your mobile phone provider (T-mobile, Vodafone)
Groups 32-42: your general practitioner (huisarts)
1: explore
What is the service that the client provides to you as a customer?
What are your own experiences with this service?
Do you know of other customers’ experiences with this service?
Which experiences stand out as really positive and which as really negative?
Where do you think this ‘client’ could really use your help?
2: conceptualise
create the horizontal axis (time)
create the vertical axis (categories)
3: craft
draw the map
4: deepen
fill in the cells of the map
discuss
brainstorm
try to pay attention to all cells
5: reflect
what did you learn?
was it useful?
did you reach your objective?
will you use CJM in the future?
good luck and be back at
11:45!
www.zilverinnovation.com
www.branddriveninnovation.com
erik@zilverinnovation.com
twitter: @roscamabbing
Customer journey mapping

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