Living in a customer-centric era, positive customer experience is a must. Customer Journey Mapping has become a popular way for brands to pinpoint problem areas and make adjustments accordingly. Here is a quick step-by-step guide to creating your own Customer Journey Map.

1. 11 Steps to Creating a Successful Journey Mapping Experience
Journey Mapping
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2. Pens (various colors preferred)
Post-it notes (various colors preferred)
Board (or large sheet of paper)
Small Group
Tools

3. Choose a customer and their journey.
Step 1

4. Get in the customer’s frame of mind and write a few attributes about them.
Step 2
busy
tech
savvy
small
business
owner
budget
conscious
parent
health
conscious

5. Write each step in the customer’s journey.
Step 3
Jim wants
a smoothie
Jim drinks
his
smoothie
I want a
smoothie
Smoothie
was
good!
drives to
smoothie hut
parking lot
full
parks across
street
walks to the
hut
waits in long
line …

6. Write the emotions the customer might feel at each step.
Step 4
Jim wants
a smoothie
Jim drinks
his
smoothie
I want a
smoothie
Smoothie
was
good!
drives to
smoothie hut
parking lot
full
parks across
street
walks to the
hut
waits in long
line …
happy frustrated anxious frustrated

7. Take a moment to look over what has been written and see if you could add extra steps or emotions
Pause

8. Cast votes for the most impactful moment; negative(red) & positive(green).
Step 5
Jim wants
a smoothie
Jim drinks
his
smoothie
I want a
smoothie
Smoothie
was
good!
drives to
smoothie hut
parking lot
full
parks across
street
walks to the
hut
waits in long
line …
happy frustrated anxious frustrated

9. Identify the people and things that are involved with the impactful moment.
Step 6
Jim wants
a smoothie
Jim drinks
his
smoothie
I want a
smoothie
Smoothie
was
good!
waits in long
line
frustrated
other patrons
baristas
decor
menu
special offer
building
new employee

10. Determine a measurable consequence that the impact moment has on the customer
Step 7
Jim wants
a smoothie
Jim drinks
his
smoothie
I want a
smoothie
Smoothie
was
good!
waits in long
line
frustrated
other patrons
baristas
decor
menu
special offer
building
new employee
consequence: decides to
try another smoothie
shop

11. Write out the wins or needs of the customer during the impact moment
Step 8
Jim wants
a smoothie
Jim drinks
his
smoothie
I want a
smoothie
Smoothie
was
good!
waits in long
line
frustrated
other patrons
baristas
decor
menu
special offer
building
new employee
consequence: decides to
try another smoothie
shop
needs: feel taken care of
get smoothie quickly
return to work

12. Take a moment to look over what has been written. See if you could modify people, things, needs, impacts, etc.
Pause

13. Brainstorm the desired experience: how you want this customer to feel.
Step 9
consequence: decides
to try another
smoothie shop
needs: feel taken care
of get smoothie
quickly return to
work
desired exp:
fast, efficient
service
desired exp:
waiting in line can
be productive
desired exp:
this is worth the
wait

14. How to get the customer to the desired experience.
Step 10
consequence: decides
to try another
smoothie shop
needs: feel taken care
of get smoothie
quickly return to
work
desired exp:
fast, efficient
service
desired exp:
waiting on line can
be productive
desired exp:
this is worth the
wait
improve training
program for
smoothie makers
display news
updates/ provide
wifi
organic produce
delivered fresh
daily

15. Propose new experience with a statement.
Step 11
This new experience will address Emotions and Impact Moment(steps 4-5) customers feeling frustrated while waiting in line.
We can accomplish this through Creating a new Desired Experience(step 10) improvement of training for smoothie makers,
displaying news updates/ wifi, and providing fresh organic produce everyday.
These changes will impact Measurable Consequence(step 7) improve customer retention by 3%..

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noHold, Inc. Copyright © 2015