The document discusses customer journey mapping. It begins by noting that today's customers actively engage through multiple channels and quickly switch loyalty. Old marketing rules no longer apply as customers evaluate options non-linearly. A customer journey map diagrams the steps a customer takes when engaging with a company across touchpoints. It shows the customer experience, where to improve, and how customers feel at each interaction point. The document then outlines the components and creation process for a customer journey map, including defining phases, events, touchpoints, and mapping the customer's emotional journey and pain points.

1. ‘Customer Journey Map’

2. Introduction
Need
Characteristics
Components
How to make?
Supplements
References
Define
Behavior
Attitude
Qualitative Quantitative
What people do?
Why people do?
What people say?
How many?
How much?
Less explored
area
Today, customers actively engage through multiple channels to make quick and educated
decisions. The dynamic nature of brand and service switching often provides contradiction
between what people say and what they actually do. Due to this, the age old surveys might
not reveal the entire truth. The need is to adapt to their real-time experiences. It is becomes
paramount to know how customers feel and think.
Customers are no longer passive
Age of
Manufactu
ring (1900-
1960)
Age of
Distribution
(1960-1990)
Age of
Information
(1990-2010) Age of the
Customer
(2010- )
56% of all
interactions happen
during a multi-event,
multi channel
journey
http://www.slideshare.net/McK_CMSOForum/customer-journey-analytics-and-
big-data?goback=.gmp_1783406.gde_1783406_member_234829088

3. Due to ongoing exposure through internet, phone (sms, calls), TV, company store, emails and
advertisements instead of following the funnel model (where customers narrow down to limited
options for buying along the buying journey), customers actively evaluate multiple sets and quickly
switch loyalty. Today an overall customer experience spans across different channels.
Thus, old industry marketing rules doesn’t apply
Awareness
From To
Linear Funnel Model Loop Model
Familiarity
Consideration
Purchase
Loyalty
Initial
consideration
set
Moment of
purchase
Information gathering and hopping (active evaluation)
Post purchase experience (ongoing experience)
Loyalty Loop
Introduction
Need
Characteristics
Components
How to make?
Supplements
References
Define

4. The touch point mapping model
‘Customer Journey Map is a diagram that illustrates the steps your customer(s) go through in
engaging with your company’
– HBR
Customer Journey Map tell
• Where to spend your money
• Where people are having lot of pain
• What are the moments of truth
• How customers feel while interacting with
your organization (the experience)
• How organizations can make effective
improvements and innovations to their
service
User Experience (UX) -> Customer Experience (CX)
Touch Points
• Touch point is any way by which
customers can learn about their brands
From To
Consumer Driven Touch
Points
- Talk to friends
- Searching on internet
- Word of mouth
- Research sites
Company Driven Touch
Points
- Advertisements
- In store product
experience
Introduction
Need
Characteristics
Components
How to make?
Supplements
References
Define

5. How are you talking to your customers?
The more customers are connected, more they talk about you, your brand and your service.
The need for the organizations is to get into those conversations by understanding behavior of
multi-channel touch points.
• Customer Journey Maps (CSJ) are not linear
but involved active feedback loops
• CSJ show both direct and indirect interaction
points (versus persona which mainly
concentrate on direct and visible interaction
points)
• Generally one map shows one persona (not
one person)
• CSJ shows multi-channel experiences
including social media interactions
• Company doesn’t have control over all touch
point areas
• There is not standard template and is sector
specific
Introduction
Need
Characteristics
Components
How to make?
Supplements
References
Define
Trivia:
58% of tweeters think
that if tweet about a bad
experience, the company
should respond to them
(Source:
https://www.youtube.com
/watch?v=Xiyd5xXWbso )
Characteristics of Customer Journey Map

6. Shows how customers perceive their interactions with your company
Introduction
Need
Characteristics
Components
How to make?
Supplements
References
Define
CJM contain following components
- A Timeline - Events of activities
- Phases - Related Information (Assumptions)
- Touchpoints - Relative highs or lows
- Pain points or opportunities.
Phases
Events/Activities
Emotional journey (highs and lows)
Related information
Pain points or opportunities
Sample CJM (Image Source: https://www.youtube.com/watch?v=jnIGMo7zf90 )
TouchPoints

7. Here is a step by step method to create your Customer Journey Map
Introduction
Need
Characteristics
Components
How to make?
Supplements
References
Define
Step 1
Select a persona for the map
Step 2
Phases
Events
• Draw a timeline
• Write events in the customer
journey and define phases
June 2014 Sept. 2014 Oct. 2014August 2014July 2014

8. Here is a step by step method to create your Customer Journey Map
Introduction
Need
Characteristics
Components
How to make?
Supplements
References
Define
Step 3
Phase 4Phase 1 Phase 2 Phase 3
Draw line of visibility to divide on-stage
and backstage experiences
Line of visibility
OnstageBackstage
June 2014 Sept. 2014 Oct. 2014August 2014July 2014
People and things with
which customer comes in
direct contact
Customer doesn’t come
with direct contact with
these but they act only as a
support for onstage events

9. Here is a step by step method to create your Customer Journey Map
Introduction
Need
Characteristics
Components
How to make?
Supplements
References
Define
Step 4
Phase 4Phase 1 Phase 2 Phase 3
Mention touch points (both in terms of
people and things)
Line of visibility
OnstageBackstage
People
Things
People
Things
June 2014 Sept. 2014 Oct. 2014August 2014July 2014

10. Here is a step by step method to create your Customer Journey Map
Introduction
Need
Characteristics
Components
How to make?
Supplements
References
Define
Step 5
Phase 4Phase 1 Phase 2 Phase 3
Mention attitudes and their feelings (highs
and lows) – The experience of the customer
OnstageBackstage
June 2014 Sept. 2014 Oct. 2014August 2014July 2014
+ (Highs)
- (Lows)
Attitude &
Feelings
Emotional
Journey
Line of visibility
How is she
feeling? What
is she
thinking?

11. Here is a step by step method to create your Customer Journey Map
Introduction
Need
Characteristics
Components
How to make?
Supplements
References
Define
Step 6
Add related information (assumptions, facts,
charts)
Phase 4Phase 1 Phase 2 Phase 3
OnstageBackstage
June 2014 Sept. 2014 Oct. 2014August 2014July 2014
+ (Highs)
- (Lows)
Attitude &
Feelings
Emotional
Journey
Line of visibility
Related
Information

12. Here is a step by step method to create your Customer Journey Map
Introduction
Need
Characteristics
Components
How to make?
Supplements
References
Define
Step 7
Find moment of ruth, pain points and
opportunity areas
Phase 4Phase 1 Phase 2 Phase 3
OnstageBackstage
June 2014 Sept. 2014 Oct. 2014August 2014July 2014
+ (Highs)
- (Lows)
Attitude &
Feelings
Emotional
Journey
Line of visibility
Related
Information
Attitudes evaluated
for positive or
negative outcome
and business impact
analyzed to prioritize
and find focus areas

13. Other depictions of Customer Journey Maps
Introduction
Need
Characteristics
Components
How to make?
Supplements
References
Define
http://www.uxmatters.com/mt/archives/2011/09/images/EffectiveUIJourneyMapExample.jpg
http://www.adaptivepath.com/uploads/images/RailEurope_CXMap_FINAL%20copy_001.png
http://desonance.files.wordpress.com/2011/05/map_b_desonance.jpg
http://www.heartofthecustomer.com/wp-content/uploads/2013/03/Customer-Journey-Map.png

14. • Apple’s experience cycle:
• http://www.dubberly.com/wp-content/uploads/2009/01/apple_experience_cycle.pdf
• Customer Journey canvas:
• http://files.thisisservicedesignthinking.com/tisdt_cujoca.pdf
• Service Design tools:
• http://www.servicedesigntools.org/
• Customer journey map game:
• http://www.servicedesigntools.org/tools/8
• CX (Customer Experience) journey mapping toolkit:
• http://designingcx.com/cx-journey-mapping-toolkit/
• Crash course in CS journey mapping:
• http://designingcx.com/wp-content/uploads/2012/07/Crash-Course-CX-Journey-Mapping-20120731.pdf
• McKinsey collection on Customer Journey Map:
• http://www.mckinsey.com/client_service/marketing_and_sales/latest_thinking/customer_decision_journey
• http://www.slideshare.net/McK_CMSOForum/customer-experience-journey-webinar-v10-091713
• http://www.mckinsey.com/insights/marketing_sales/the_consumer_decision_journey
• Writing great experiences customer journey maps
• http://www.slideshare.net/joyce_hostyn/writing-great-experiences-customer-experience-journey-maps
• http://desonance.wordpress.com/2010/06/16/customer-experience-mapping/
• https://experiencinginformation.wordpress.com/2010/05/10/customer-journey-mapping-resources-on-the-web/
• http://sixrevisions.com/user-experience-ux/customer-journey-maps/
• http://www.uxmatters.com/mt/archives/2011/09/images/EffectiveUIJourneyMapExample.jpg
• http://www.adaptivepath.com/uploads/images/RailEurope_CXMap_FINAL%20copy_001.png
• http://desonance.files.wordpress.com/2011/05/map_b_desonance.jpg
• http://www.heartofthecustomer.com/wp-content/uploads/2013/03/Customer-Journey-Map.png
• Images: Examples of journey maps
Introduction
Need
Characteristics
Components
How to make?
Supplements
References
Define

15. ‘Customers are not oranges (one which can be squeezed) but are like a plant (one which requires nurturing)’
- Anonymous