Customer journey mapping involves understanding the customer experience at every stage from initial interest to post-purchase support. Mapping the typical customer journey can help maximize satisfaction, optimize costs, and deliver the best experience. It requires defining each stage of the process, who is involved, what customers need at each point, potential pain points, and metrics to measure effectiveness. Mapping customer journeys can improve delivery, spot opportunities, build consensus, save money, and make customers happier through more consistent experiences.

1. Customer journey mapping
Jury’s Inn
29 April 2010

2. Garage

3. Why bother?
Maximise customer satisfaction
Reduce effort
Optimise marketing spend
Minimise waste
Deliver the best possible customer experience for the
least cost
Perpetuate good practice and eradicate bad practice

4. Why bother? – 2
Because interesting things happen…

5. End result
Happy customer:
– Buys more
– Costs less
• To acquire
• To keep
• To satisfy
– Buys more often
– Your best promotional medium

6. How to get there
Understand:
– what the customer wants – at every stage
– how they’d find out about it
– where they’d go for more information
– how they want to buy it
– how they want it delivered
– how much support they need
– when
– where
– over what time scale

7. Routes to market
%?
Understanding how customers want to transact, how many convert from each stage
%?
to the next, via which media and at what cost will give you your marketing ROI, the
value of each customer at every stage and justify everything you spend.
%?
%? %?
%? %?
%? %? %?
%?
%?
%? %?
%?

8. Routes to market map

9. Importance of Process
Every customer goes through a process on every
transaction
Different customer segments will want difference
experiences of the process, depending on:
– likes and dislikes
– personal characteristics
– buying context
– level of experience
So the process may need to be different for different
segments

10. Moments of truth
Understand all the touch points
- not too many or too few
Plan them in minute detail
Plan for things going wrong

11. How to do it
Divide the journey into stages
Define what the customer needs at the end of each
stage, and how long it should take

13. How to do it
Divide the journey into stages
Define what the customer needs at the end of each
stage, and how long it should take
Define who is involved -
departments, channels, individuals

15. How to do it
Divide the journey into stages
Define what the customer needs at the end of each
stage, and how long it should take
Define who is involved -
departments, channels, individuals, etc
Plan the journey, using the routes that the customer
(by segment) wants to use

17. How to do it
Divide the journey into stages
Define what the customer needs at the end of each stage, and
how long it should take
Define who is involved - departments, channels, individuals, etc
Plan the journey, using the routes that the customer (by
segment) wants to use
Plan the activities necessary to provide the customer with what
he wants, when he wants it, where he wants it:
– What messages through which media at which stages
– Who does what and when

19. How to do it
Divide the journey into stages
Define what the customer needs at the end of each stage, and how
long it should take
Define who is involved - departments, channels, individuals, etc
Plan the journey, using the routes that the customer (by segment)
wants to use
Plan the activities necessary to provide the customer with what he
wants, when he wants it, where he wants it:
– What messages through which media at which stages
– Who does what and when
Plan for things going wrong – assess where fail points are and how to
correct them

20. How to do it
Divide the journey into stages
Define what the customer needs at the end of each stage, and how long it
should take
Define who is involved - departments, channels, individuals, etc
Plan the journey, using the routes that the customer (by segment) wants to
use
Plan the activities necessary to provide the customer with what he wants,
when he wants it, where he wants it:
– What messages through which media at which stages
– Who does what and when
Plan for things going wrong – assess where fail points are and how to correct
them
Assess cost and time required for each activity

22. How to do it
Divide the journey into stages
Define what the customer needs at the end of each stage, and how long it should take
Define who is involved - departments, channels, individuals, etc
Plan the journey, using the routes that the customer (by segment) wants to use
Plan the activities necessary to provide the customer with what he wants, when he
wants it, where he wants it:
– What messages through which media at which stages
– Who does what and when
Plan for things going wrong – assess where fail points are and how to correct them
Assess cost and time required for each activity
Measure effectiveness and customer satisfaction at each stage

24. “Interesting things”
Delivery improves
Opportunities and new ideas are spotted
Consensus building
Money is saved
Customers are happier
Delivery is consistent
Measurement processes can be built in
Delivery can be simplified and shortened

25. Benefits
Costs fully understood
Wasteful processes can be avoided
Service elements become scalable
Staff training easier
Role definition easier

26. Thank you!
Peter Martin
p.martin@shape-the-future.com
www.shape-the-future.com
0800 781 4045