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2. Content
2
Understanding the Customer
Experience
Essential Elements of a
Customer Journey Map
What Should a Customer
Journey Map Look Like?
Mapping
Framework
Steps to Build a Journey
Map
How to Improve the Customer
Journey
Benefits of Customer Journey
Map
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3. Understanding the Customer Experience
3
Stages Discovery
Touchpoints
Specify here the steps a customer take to reach out to the customer 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
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4. Essential Elements of a Customer Journey Map
4
Actions
What Steps do your customers take to
meet their needs?
Thoughts
How do customers perceive & evaluate their
experience? What do they expect?
Feelings
What emotions do your customers show in their
customer journey? Where do the highs & lows occur?
Quantitative & Qualitative Research
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Key Findings & Actionable Insights
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Touchpoint, Channels & Lifecycle Stages
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Your
Customer
5. What should a Customer Journey Map look like?
5
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
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
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.
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.
6. Mapping Framework
6
› 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
› 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
› 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
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7. 7
Planning
› Identify your map’s scope & scale & your mapping method & team
› Create/obtain necessary mapping resources & materials
Data Gathering
› Schedule & conduct any new customer research/interviews
› Collect, organize & review all map ingredients
Map Creation
› Create a Framework for journey map
› Add touchpoint & 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 Issue & Opportunities
› Conduct deep drills & analyze results
Present Your Findings & Plan for continuous Improvement
› Develop recommendations & create roadmap for change
› Share findings & establish a plan to monitor & manage progress
Steps To Build a
Journey Map
8. 8
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
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
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
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
How to
Improve the
Customer
Journey
9. 9
Agility
Respond quickly to changes in customer
demand or expectations.
Excellence
Create moments of delight for your customers
that keep them coming back for more.
Benefits of Customer
Journey Map
Visibility
See how your customer experience is
impacted by behind-the scenes operations.
Empowerment
Empower all employees to think of the next
big disruptive idea.
Understanding
Increase shared understanding & get your
entire organization on the same page.
12. Bar Graph
12
0 10 20 30 40 50 60 70 80 90 100
Jun
May
Apr
Mar
Feb
Jan
Financial Year 2019
SalesinPercentage(%)
This graph/chart is linked to excel, and changes
automatically based on data. Just left click on it
and select “Edit Data”.
› Product 01
This graph/chart is linked to excel, and changes
automatically based on data. Just left click on it
and select “Edit Data”.
› Product 02
13. Our Mission
13
Our Mission
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Our Goal
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Our Vision
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14. Meet Our Team
14
Name Here
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Designation
Name Here
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Designation
Name Here
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Designation
15. 15
About Our
Company
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We are Professional
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We are Successful
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We are Talented
16. Target
16
01
02
03
04
Aims
01
02
03
04
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17. 17
Idea
and Bulb
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