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Customer journey maps

The customer journey map documents the various stages a customer goes through when engaging with a company from awareness to advocacy. It outlines the key stages as awareness, consideration, decision, delivery & use, and advocacy. At each stage it describes the customer activities, goals, and touchpoints. The business goals are to increase awareness, website visitors, conversion rate, and deliver orders to ultimately have customers advocate for the business.

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DigitalTouchpointsPhysicalTouchpoints PR Ratio or TV Word of Mouth Online Display Search Data Paid Content Email Data Landing Page Social Media 3rd Party Direct Mail Store & Branch Agent & Broker Mobile App Websites Web Service Community Twitter/Social Call Center Chat Offer in Invoice Mailing Survey Loyalty Program Email Offer to Customers Customer Journey Map Managed Earned LoyaltyServicePurchaseConsiderationAwareness
Customer Journey Map Wants a news curation apps. Planning and analyzing is required Discover landing page via search, compare apps Browser features, gets trails, create accounts Registers as paying user, receive activation email, updates accounts Does not see the kind of news that interests Applies filters & tags, sees the desired news Receives offers for relevant events, discount for products, write review Steps Touchpoints Departments Marketing Design Engineering User Experience Customer Success OnlineAds BlogContent NewsReleases Socialmedia 2 LandingPage AppsDiscovery E-Shop SignUpPage ProductPage 3 4 Engagement Interaction UserExperience Personalization 2 Emails ChatOptions AllFeatures Optimizations 5 4 InAppPurchase SMSNotifications VendorPartners SocialMedia Reviews 3 Stages Awareness Consideration Acquisition Service Loyalty
Customer Journey Map Awareness Consideration Acquisition Service Loyalty Customer Stages Identify all main stages of your customer journey Customer Goal What user want to accomplish in this stage ? Customer Action Describe which action user need to do to reach the goals ? Touchpoint & Channels How do user get information to Make a decision on reach goals ? Customer Thoughts What are user thinking or expecting In these actions ? Overall Experience What are the users feeling in this Stage ? Pain Points What are the problems or negating experience that user’s are facing ? No goals at this point To find the best shoes Order effortless & get the best price Receive package on time Repeat good customer service See ad Compare & evaluate Search on website & add to cart Track package, contact customer care Sign up to loyalty programs Social post Ads Word of Mouth Website Add to cart Make payment Delivery service Order notes Subscribe Note tagging Ads are interesting Hard to make decision I hope I get right size Delivery on time Love my shoes, post on Instagram Interested, curious Requires efforts but excited Payment is painful Excited & frustrated Positive, happy to share Information overloaded It’s hard to trust Free shipping Optional pick up Reply to comments
Customer Journey Map Stages Steps Touchpoints CSAT Measures Sales Call Trials Training and Scope Support & UpsellPre-sales Onboarding Early Usage Mature Usage Get Setting Initial User Develop Super User Major Rollout User Forum Support Feedback Upsell Phone Website Wizard Exam Scope Training Onboard Intro Admin Support AM AD Training Scope Proposal CSAT Call Forum Support • Did we answer your questions ? • Is there anything else you need ? • How are we doing ? • How did we serve your today ? • How are we performing ? • Is there anything else you need ? • Are there more feature required to add on ? • Do you have any other question ? • Would you recommend us based on your experience ? • Do you have any other question ?
Customer Success Journey Map Marketing Sales Success Support Product Customer Focus on the customer’s perspective first & then optimize the experience across the company. First visit or brand impression Engaging & Evaluation Buying Adopt & Grow Value Realization
Customer Journey Map John Smith Scenario : John needs to switch his current mobile plan. He wants a plan that can save his money without having to sacrifice usage limits. Expectation • Clear online information • Ability to compare plan breakdowns • Friendly and helpful customer support DEFINE • Review current plan • Define parameters for a new plan COMPARE • Researches companies and offers on consumer report websites • Uses current carrier website tools to compare options NEGOTIATE • Calls current carrier to tell them she is shopping around • Calls competitors to see what they can offer SELECT • Decides on a new plan and calls customer service to switch service Internal Ownership + Metrics • Customer Support Team : reduce average call time to 2 minutes • Web Team : add functionality to allow user to compare our plans • Marketing Team : competing offers to create competitor database Opportunities • Compare alternate company’s offer for her • Breakdown current plan into $ amount • Customer support via text messaging or chat “I wonder if I can pay less” “That offer seems like good deal” “Over it, I’m switching power” ”Ugh, why is this so difficult ?” “Well, I guess that was worth it”
Customer Journey Map Who doesn’t like travelling ? I really look forward to my next visit ? Explore Itineraries Book a Tour Pre-Tour During Tour Post-TourStages of Journey CustomerExperienceRecommend • Tour details • Pre-sales support channel • Tour booking page Touchpoints Thinking & Feeling Ideas for Improvement • Tour booking page • Company apps • Tickets details page • Tour detail page • Tour guide • Photo album • Lack in tour searching • Brochure not printable • Lack in real time support channel • No way to compare tours • Complicated booking process • Unable to book via smart devices • No direct way for printing tickets • Lack recommendation that aids the preparation • Lack local travelling information • Unhappy due to being persuaded to buy expensive souvenir • Unable to communicate with local people • Delighted when receiving the album • Support advanced searching • Support printable brochures • Support social media • Allow comparison of tours • Simplify the page flow of booking • Add hints to fields • Support booking via apps • Support a direct plan function for tickets • Provide the planning checklist • Shows how to travel to the airport • Train tour guide for better communication skills • Ensure that the tour guide knows the language required to communicate • Easy album sharing • Account based album collection
Customer Journey Map Interest & Awareness Social / search advertising Email / text marketing Loyalty programs YouTube / Video ads Television or Billboard Search Organic Search PPC Maps Directories Apps (GPS) Research Blogs & Article Reviews Social Media Purchase Website Online booking Purchase via app In-store purchase Salesperson Experience Post Purchase Expectation vs Reality Social Post Write a Review Blog Contribute to next person’s decision Awareness Findability Reputation Conversion $
Customer Journey Map STAGE 1 STAGE 2 STAGE 3 STAGE 4 Insert a description hereUser Persona Touchpoints Insert a text here Insert a text here Insert a text here Insert a text here Different Stages Thinking & Feelings Insert a text here Insert a text here Insert a text here Insert a text here Ideas for Improvement Insert a text here Insert a text here Insert a text here Insert a text here CustomerExperienceRecommend Very Excited Happy Neutral Emotion Unhappy Angry or Sad Emotions
Customer Journey Map Persona Goals and ExpectationsScenario Opportunity 01 Opportunity 03Opportunity 02 Opportunity 04 PHASE 01 PHASE 02 PHASE 03 PHASE 04 Insert a description text about user actions here. Insert a description text about user actions here. Insert a description text about user actions here. Insert a description text about user actions here. 01 User Thought 02 User Thought 03 User Thought 04 User Thought 05 User Thought 06 User Thought 07 User Thought 08 User Thought 09 User Thought 10 User Thought
Customer Journey Map 25.90K85% John Smith General Manager Insert a description here about your journey Insert a description here about your journey Insert a description here about your journey Insert a description here about your journey Title Head Insert a description Title Head Insert a description Title Head Insert a description Title Head Insert a description Title Head Insert a description Title Head Insert a description
Customer Journey Map Stages Phase 1 Phase 2 Phase 3 Awareness Consideration Purchase Service Loyalty Insert a description text here about awareness step taken by you Insert a description text here about consideration step taken by you Insert a description text here about material purchase or sale by you Insert a description text here about service given to you by company Insert a description text here about a review on a product purchases $ 67.8K 01 Insert a description 02 Insert a description 03 Insert a description 04 Insert a description 05 Insert a description
Customer Journey Map 02 03 04 05 0601 Awareness • Social, online ads • Search result • Direct mail • Word of mouth • Radio, TV • Print ads (flyer, poster etc.) Consideration • Media • Video • Infographics • Blogs • Recommendation • Reviews Ease of Purchase • Website • Appointments • Locations Service Sector • Native apps • Social messaging • Live chat • Emails • Knowledge base Nurture Loyalty • Offers • Surveys • Blog content • Social media • Emails • Customer service Active Advocacy • Recommendation • Engagement • User content • Review
Customer Journey Map Awareness Phase Choice Phase Purchase Phase PROCESS POINTS TOUCH POINTS SATISFACTION LEVELS They conduct research, compare all insurance plan, and determine a criterion for selecting the one. Google or other search engines, where the customer finds about the service. In this phase, they narrow down the list and make a choice. They return to your website and look for what they actually want. 4.0 Consumer begin their purchase journey by learning about health plans. Health insurer, website, social channels, googles and print media. 3.0 As the decision is made, the purchase process is completed. The process ends when an individual enrolled on the insurer’s website. 5.0 Research Phase 3.0
Customer Journey Map Biography of key attitudes and behaviors Persona Details Detail the scope of the journey here Scope Summary List the motivation driving this particular persona within the scope detailed Goals Research Application Enrollment Onboarding Activated Opportunities His sister tells her to look into XYZ. He visits website & locations. Completes and submits application. Complete requirement, speaking with customer support once per week. Watches tutorials, read boards & speaks to existing customers Uses product for 2 weeks steadily then slowly fails off Improve information on website and customer service. Streamline process. Reduce steps and take online. Reduce wait time by optimizing internal processes. Accelerate time to get to first successful goals. Improve the contextual help and cues for taking next steps Visit XYZ.com “There are too many options. I don’t know where to start” App Started “Excited to get started and be more productive” Submitted & Response It took to long to upload. “They finally contacted me” Troubleshooting “The tech support team was very helpful” Success & Evaluated
Customer Journey Map Apply Dealing with payment issues Career service & job search EmotionalExperienceInteractionPeoplePainpoints Repeating data Feels angry, He gets a handout sheet telling that how to apply for UI. Applies for UI. Gets first check. Annoyed about it but calls in weekly to request her benefit. Gets calls to find out why the hasn’t gotten a second check Finds out that her work search log didn’t qualify because he dis 3 search's on 2 days. He goes into the walk-in center & feels awful and out of place. Talks to agent and feels some reliefs. Deleted payment and issues not resolved. He feels sad & angry. Goes to the career service office in his area & meet staff. Feels better Over time, gets help using JobQuest to find a job that fits skill. HR person DUA call center Walk in center staff Walk in center staff Walk in center staff Career center staff Unexpected layoff, emotional stress Broke links, not mobile friendly Communication and channel inconsistency. Missed calls Why do I have to go in ? Long waits Not prepared Reminders Mobile responsive Video chat UI payment Digital checklist Digital action log Easy job search
Customer Journey Map RESEARCH FILTER APPLY INTERVIEW ACCEPTANCEPROBLEM FOLLOW-UP Hearing from engineering friends from other companies that treat them well, reading inspiring articles Searching for more info about engineering job opportunities. Finds dream job website Searching & filtering job application. Reading reviews from current employees. Reaching out to them. Applying online to her favorite job application Interviewing with potential employers Accepted to her dream jobs Receives an emails from dream job asking for her experience and review on the website of her new job. Writes a review. “Everyone else seems to be happy at their jobs” ”I don’t feel appreciated here” “Where can I find job which I want ?” “I hope there’s something out there to me” “Is there any mention of any great culture by employee reviews ?” “I hope they get back to me” “Does my application stand out or qualified enough ” “How can I prepare ?” “How do I make a great impression ?” “Did I do well ?” “I did it” “I can’t wait to tell everyone that I got the job” “Job review by others on dream job helped me. So I’ll help others too by writing a review.” • Advertise our website with blog posts, video & review on social media • Use SEO to ran on Google • Find ways to have many backlinks to our websites • A way to reach out previous and current employees • Change status to Searching • Have user to fill out resume info once & have it reapply • Show user standout with competitors by statistics • Have articles & general tips for interviewing • Show interviewing dates time & location • Sent congratulatory message when accepted • Ask if she wants to change status to “employed” • Ask them to help out others for jobs searching • Thanks user for their review • Let’s see if review are helpful Social Media Word of Mouth Google Phone Email WebsiteWebsite EmailWebsite Office Phone Unhappy Hopeful Expectant Anxious Nervous Confident Excited Thankful FEELINGDOINGTHINKINGTOUCHPOINTS OPPORTUNIT Y
Retail Customer Journey Map Physical Evidence Parking Exterior And Interior Road Signs Uniformed stuff, waiting area, seating Air conditioning, music, poster and paintings Plates, cutlery, napkins and pans Menu and bill desk Food delivery tray Food, sauce and spices Customer Action Arrive at the restaurant Select dine in option Receive menu, wait for attendant (2min) Give order Receive order Serve food Eat, ask for bill Onstage Contact Person Greet Inquire about takeaway or dine in Showed the way to the table Take food order (serve in 15 min) Delivery of food (served after 15 minutes) Ask for more or process bill Backstage Contact Check In Process food order Checkout Support System Process Registration process Prepare food Registration Process InternalVisibilityInteractionCustomerJourney
Customer Journey Map STAGES AWARENESS CONSIDERATION DECISION DELIVERY & USE ADVOCACY Customer Activities Hear from friends see offline or online ad, read from newspaper Compare & evaluate alternative Add groceries to a shopping cart Receive or pick up on order, contact customer service and enjoy groceries Share experience Customer Goals No goals at this point Find the best solution to buy food Find and select product easily, get inspired Receive order effortlessly, get help if problems appear and have a right and good quality ingredients Share feeling, give feedback Touchpoints Word of mouth, traditional media, social media Website, brick & mortar store, social media Website, app, order confirmation emails Delivery service, packing, phone, call, chat and food product, packages and materials Word of mouth, social media Business Goal Increase awareness and interest Increase number of website visitors Increase shopping cart value & conversion rate Deliver on time and minimize a delivery window, increase customer service satisfaction Turn customer to advocate, turn negative to positive KPI Number of people reached New website visitors Shopping cart value, conversion rate On time delivery rate, average delivery window, success rate, product review Viral coeffect, customer satisfaction Organizational Create marketing campaigns both offline & online, PR Marketing & communications Optimize grocery and shopping experience Picking & delivery, organize customer service and develop product & product range Manage feedback & social media, develop sharing Experience Interested Excited Excited Painful Happy when received Frustrated Satisfied This is easy Shared
Customer Journey Map STAGE 1 STAGE 2 STAGE 3 STAGE 4 STAGE 5 Insert more details or description here. Insert more details or description here. Insert more details or description here. Insert more details or description here. Insert more details or description here. Insert more details or description here. Insert more details or description here. Insert more details or description here. Insert more details or description here. Insert more details or description here. StagesStepsFeelingsOpportunities
UX - Customer Journey Map Research Sign Up Learn Build your first Roadmap Subscribe Actions Visit Website Register Get Started Roadmap Planning Board Parking Lot Purchase CustomerFacingInteractions Features Account Info. Product Tour Add/Edit Bars Configure Cost Add items Choose Plans Pricing Authentication Intercom Chat Add Lanes Set Column Weights Import Sheets Enter Billing Info Testimonial Welcome Message Roadmaps Customize Legends Select Items Drag Items to Roadmap Confirmations Learn Welcome Email Free Webinar Set Date & Timelines Rank Items Blog Tutorials Add Milestones Support Help/FAQ’s
UX - Customer Journey Map (cont.) Research Sign Up Learn Build your first Roadmap Subscribe PainPoints,Obstacles&Objections Difficult to tell about different product Invite team to review Can’t bring tour back once ended Unclear how much there to learn This method is different than last one Need easy way to get my data It expires soon Need to try Do I need to give card credential ? Unclear step after Sign up Need help Need help Don’t know free trail days left Some info. Is generic I still have questions Start with importing my data Need easy way to get data What I get in enterprise plan ? No sample templates Insights&Opportunities Target on landing pages Include FAQ’s in sign up page New welcome screen Embedded Hotspot Embedded Hotspot Embedded Hotspot Big subscribe button Updated features Ask for more user info. during sign up Upgrade & improved Embedded tutorials Embedded tutorials Gamification - progress on trial Interactive marketing widgets Invite team for trials First roadmap Gamification - progress on trial Sign up directly & Enterprise brochure First roadmap Embedded tutorials Gamification - progress on trial Import JIRA issues
Customer Journey Map Need or Want How ? Shop Plan of Action Purchase Good Decision TRIGGER EXPLORATION CHOICE COMPARE TAKE ACTION REVIEW Wasted Media Budget Broad Reach Placements, TV, Newspaper, Outdoor, Online Display Media (CPM) Target Reach Placement, TV (DR), Radio, POS, DR Mail Performance Media, Search Website Retail
Customer Journey Map WeNeedto…EmotionsTypicalQuestion RESEARCH COMPARISON WORKSHOP QUOTE SIGN-OFF • How do I make an app ? • What platform should use ? • How much does it cost ? • How do I protect my idea ? • What should I look for in an app developer ? • Cost vs quality ? • Who have they worked with before ? • How do I know the app will be successful ? • Who will be the product owner/decision maker ? • How does this compare ? • What other business opportunities do I have ? • Do I really want to take this leap ? • What else do I need to do to set up the business ? • When will I get me finished product ? Be present, ensure that we are found. Give confidence in us as a company and give them reason to contact us Explain process of an app development, best practices and show our past success stories. Be open, honest. Get them to really understand what is involved - that nothing is an overnight success. Establish that we will be there to guide them. Display why we are the best team for the job and justify or pricing with substantiated information. Welcome questions. Set clear expectation. Keep them informed with relevant information. Communicate frequently. Ask for feedback on how we’re doing.
Customer Journey Map Customer Journey : Buyer’s Journey Awareness Stage Consideration Stage Decision Stage What is the customer thinking or feeling? What is the customer’s action? What or where is the buyer researching? How will we move the buyer along his or her journey with us in mind? Customer Journey: Current State Step 1 Step 2 Step 3 Step 4 Step 5 What is the customer thinking or feeling? What is the customer’s action? What is the customer’s touchpoint with the business? What do we want to change about this step? How and/or why will we make this change?
Customer Journey Map Customer Journey : Lead Nurturing Stranger Subscriber/Lead MQL Opportunity/Demo Deal Closed to Go-Live What is the lead thinking, feeling ? Who is lead hearing or talking to ? What content lead interacting with ? What can we do to expedite this process? What can we do to make the lead more comfortable in decision making ? Customer Journey: Future State Step 1 Step 2 Step 3 Step 4 Step 5 What is the customer thinking or feeling? What is the customer’s action? What is the customer’s touchpoint with the business? How does the above section differ than current and previous states ? Why do we feel this will alter the customer journey ?
Customer Journey Map Customer Journey : A Day in the Life Every Morning Late Morning Afternoon Evening Negative What is the customer thinking, feeling ? What are customer’s action or priorities ? What are customer’s biggest plan ? How does the customer interact with our product at this time ? How can our product be better utilized at this time ? Customer Journey: Customer Churn Reason #1 Reason #2 Reason #3 Reason #4 Reason #5 What did the customer experience ? What is the customer feeling after this incident ? Why does this ultimately cause the customer to churn ? How can we improve this experience to reduce churn ?

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Customer journey maps

  • 1.
    DigitalTouchpointsPhysicalTouchpoints PR Ratio or TV Wordof Mouth Online Display Search Data Paid Content Email Data Landing Page Social Media 3rd Party Direct Mail Store & Branch Agent & Broker Mobile App Websites Web Service Community Twitter/Social Call Center Chat Offer in Invoice Mailing Survey Loyalty Program Email Offer to Customers Customer Journey Map Managed Earned LoyaltyServicePurchaseConsiderationAwareness
  • 2.
    Customer Journey Map Wantsa news curation apps. Planning and analyzing is required Discover landing page via search, compare apps Browser features, gets trails, create accounts Registers as paying user, receive activation email, updates accounts Does not see the kind of news that interests Applies filters & tags, sees the desired news Receives offers for relevant events, discount for products, write review Steps Touchpoints Departments Marketing Design Engineering User Experience Customer Success OnlineAds BlogContent NewsReleases Socialmedia 2 LandingPage AppsDiscovery E-Shop SignUpPage ProductPage 3 4 Engagement Interaction UserExperience Personalization 2 Emails ChatOptions AllFeatures Optimizations 5 4 InAppPurchase SMSNotifications VendorPartners SocialMedia Reviews 3 Stages Awareness Consideration Acquisition Service Loyalty
  • 3.
    Customer Journey Map AwarenessConsideration Acquisition Service Loyalty Customer Stages Identify all main stages of your customer journey Customer Goal What user want to accomplish in this stage ? Customer Action Describe which action user need to do to reach the goals ? Touchpoint & Channels How do user get information to Make a decision on reach goals ? Customer Thoughts What are user thinking or expecting In these actions ? Overall Experience What are the users feeling in this Stage ? Pain Points What are the problems or negating experience that user’s are facing ? No goals at this point To find the best shoes Order effortless & get the best price Receive package on time Repeat good customer service See ad Compare & evaluate Search on website & add to cart Track package, contact customer care Sign up to loyalty programs Social post Ads Word of Mouth Website Add to cart Make payment Delivery service Order notes Subscribe Note tagging Ads are interesting Hard to make decision I hope I get right size Delivery on time Love my shoes, post on Instagram Interested, curious Requires efforts but excited Payment is painful Excited & frustrated Positive, happy to share Information overloaded It’s hard to trust Free shipping Optional pick up Reply to comments
  • 4.
    Customer Journey Map Stages Steps Touchpoints CSATMeasures Sales Call Trials Training and Scope Support & UpsellPre-sales Onboarding Early Usage Mature Usage Get Setting Initial User Develop Super User Major Rollout User Forum Support Feedback Upsell Phone Website Wizard Exam Scope Training Onboard Intro Admin Support AM AD Training Scope Proposal CSAT Call Forum Support • Did we answer your questions ? • Is there anything else you need ? • How are we doing ? • How did we serve your today ? • How are we performing ? • Is there anything else you need ? • Are there more feature required to add on ? • Do you have any other question ? • Would you recommend us based on your experience ? • Do you have any other question ?
  • 5.
    Customer Success JourneyMap Marketing Sales Success Support Product Customer Focus on the customer’s perspective first & then optimize the experience across the company. First visit or brand impression Engaging & Evaluation Buying Adopt & Grow Value Realization
  • 6.
    Customer Journey Map JohnSmith Scenario : John needs to switch his current mobile plan. He wants a plan that can save his money without having to sacrifice usage limits. Expectation • Clear online information • Ability to compare plan breakdowns • Friendly and helpful customer support DEFINE • Review current plan • Define parameters for a new plan COMPARE • Researches companies and offers on consumer report websites • Uses current carrier website tools to compare options NEGOTIATE • Calls current carrier to tell them she is shopping around • Calls competitors to see what they can offer SELECT • Decides on a new plan and calls customer service to switch service Internal Ownership + Metrics • Customer Support Team : reduce average call time to 2 minutes • Web Team : add functionality to allow user to compare our plans • Marketing Team : competing offers to create competitor database Opportunities • Compare alternate company’s offer for her • Breakdown current plan into $ amount • Customer support via text messaging or chat “I wonder if I can pay less” “That offer seems like good deal” “Over it, I’m switching power” ”Ugh, why is this so difficult ?” “Well, I guess that was worth it”
  • 7.
    Customer Journey Map Whodoesn’t like travelling ? I really look forward to my next visit ? Explore Itineraries Book a Tour Pre-Tour During Tour Post-TourStages of Journey CustomerExperienceRecommend • Tour details • Pre-sales support channel • Tour booking page Touchpoints Thinking & Feeling Ideas for Improvement • Tour booking page • Company apps • Tickets details page • Tour detail page • Tour guide • Photo album • Lack in tour searching • Brochure not printable • Lack in real time support channel • No way to compare tours • Complicated booking process • Unable to book via smart devices • No direct way for printing tickets • Lack recommendation that aids the preparation • Lack local travelling information • Unhappy due to being persuaded to buy expensive souvenir • Unable to communicate with local people • Delighted when receiving the album • Support advanced searching • Support printable brochures • Support social media • Allow comparison of tours • Simplify the page flow of booking • Add hints to fields • Support booking via apps • Support a direct plan function for tickets • Provide the planning checklist • Shows how to travel to the airport • Train tour guide for better communication skills • Ensure that the tour guide knows the language required to communicate • Easy album sharing • Account based album collection
  • 8.
    Customer Journey Map Interest& Awareness Social / search advertising Email / text marketing Loyalty programs YouTube / Video ads Television or Billboard Search Organic Search PPC Maps Directories Apps (GPS) Research Blogs & Article Reviews Social Media Purchase Website Online booking Purchase via app In-store purchase Salesperson Experience Post Purchase Expectation vs Reality Social Post Write a Review Blog Contribute to next person’s decision Awareness Findability Reputation Conversion $
  • 9.
    Customer Journey Map STAGE1 STAGE 2 STAGE 3 STAGE 4 Insert a description hereUser Persona Touchpoints Insert a text here Insert a text here Insert a text here Insert a text here Different Stages Thinking & Feelings Insert a text here Insert a text here Insert a text here Insert a text here Ideas for Improvement Insert a text here Insert a text here Insert a text here Insert a text here CustomerExperienceRecommend Very Excited Happy Neutral Emotion Unhappy Angry or Sad Emotions
  • 10.
    Customer Journey Map PersonaGoals and ExpectationsScenario Opportunity 01 Opportunity 03Opportunity 02 Opportunity 04 PHASE 01 PHASE 02 PHASE 03 PHASE 04 Insert a description text about user actions here. Insert a description text about user actions here. Insert a description text about user actions here. Insert a description text about user actions here. 01 User Thought 02 User Thought 03 User Thought 04 User Thought 05 User Thought 06 User Thought 07 User Thought 08 User Thought 09 User Thought 10 User Thought
  • 11.
    Customer Journey Map 25.90K85% JohnSmith General Manager Insert a description here about your journey Insert a description here about your journey Insert a description here about your journey Insert a description here about your journey Title Head Insert a description Title Head Insert a description Title Head Insert a description Title Head Insert a description Title Head Insert a description Title Head Insert a description
  • 12.
    Customer Journey Map Stages Phase1 Phase 2 Phase 3 Awareness Consideration Purchase Service Loyalty Insert a description text here about awareness step taken by you Insert a description text here about consideration step taken by you Insert a description text here about material purchase or sale by you Insert a description text here about service given to you by company Insert a description text here about a review on a product purchases $ 67.8K 01 Insert a description 02 Insert a description 03 Insert a description 04 Insert a description 05 Insert a description
  • 13.
    Customer Journey Map 0203 04 05 0601 Awareness • Social, online ads • Search result • Direct mail • Word of mouth • Radio, TV • Print ads (flyer, poster etc.) Consideration • Media • Video • Infographics • Blogs • Recommendation • Reviews Ease of Purchase • Website • Appointments • Locations Service Sector • Native apps • Social messaging • Live chat • Emails • Knowledge base Nurture Loyalty • Offers • Surveys • Blog content • Social media • Emails • Customer service Active Advocacy • Recommendation • Engagement • User content • Review
  • 14.
    Customer Journey Map AwarenessPhase Choice Phase Purchase Phase PROCESS POINTS TOUCH POINTS SATISFACTION LEVELS They conduct research, compare all insurance plan, and determine a criterion for selecting the one. Google or other search engines, where the customer finds about the service. In this phase, they narrow down the list and make a choice. They return to your website and look for what they actually want. 4.0 Consumer begin their purchase journey by learning about health plans. Health insurer, website, social channels, googles and print media. 3.0 As the decision is made, the purchase process is completed. The process ends when an individual enrolled on the insurer’s website. 5.0 Research Phase 3.0
  • 15.
    Customer Journey Map Biographyof key attitudes and behaviors Persona Details Detail the scope of the journey here Scope Summary List the motivation driving this particular persona within the scope detailed Goals Research Application Enrollment Onboarding Activated Opportunities His sister tells her to look into XYZ. He visits website & locations. Completes and submits application. Complete requirement, speaking with customer support once per week. Watches tutorials, read boards & speaks to existing customers Uses product for 2 weeks steadily then slowly fails off Improve information on website and customer service. Streamline process. Reduce steps and take online. Reduce wait time by optimizing internal processes. Accelerate time to get to first successful goals. Improve the contextual help and cues for taking next steps Visit XYZ.com “There are too many options. I don’t know where to start” App Started “Excited to get started and be more productive” Submitted & Response It took to long to upload. “They finally contacted me” Troubleshooting “The tech support team was very helpful” Success & Evaluated
  • 16.
    Customer Journey Map ApplyDealing with payment issues Career service & job search EmotionalExperienceInteractionPeoplePainpoints Repeating data Feels angry, He gets a handout sheet telling that how to apply for UI. Applies for UI. Gets first check. Annoyed about it but calls in weekly to request her benefit. Gets calls to find out why the hasn’t gotten a second check Finds out that her work search log didn’t qualify because he dis 3 search's on 2 days. He goes into the walk-in center & feels awful and out of place. Talks to agent and feels some reliefs. Deleted payment and issues not resolved. He feels sad & angry. Goes to the career service office in his area & meet staff. Feels better Over time, gets help using JobQuest to find a job that fits skill. HR person DUA call center Walk in center staff Walk in center staff Walk in center staff Career center staff Unexpected layoff, emotional stress Broke links, not mobile friendly Communication and channel inconsistency. Missed calls Why do I have to go in ? Long waits Not prepared Reminders Mobile responsive Video chat UI payment Digital checklist Digital action log Easy job search
  • 17.
    Customer Journey Map RESEARCHFILTER APPLY INTERVIEW ACCEPTANCEPROBLEM FOLLOW-UP Hearing from engineering friends from other companies that treat them well, reading inspiring articles Searching for more info about engineering job opportunities. Finds dream job website Searching & filtering job application. Reading reviews from current employees. Reaching out to them. Applying online to her favorite job application Interviewing with potential employers Accepted to her dream jobs Receives an emails from dream job asking for her experience and review on the website of her new job. Writes a review. “Everyone else seems to be happy at their jobs” ”I don’t feel appreciated here” “Where can I find job which I want ?” “I hope there’s something out there to me” “Is there any mention of any great culture by employee reviews ?” “I hope they get back to me” “Does my application stand out or qualified enough ” “How can I prepare ?” “How do I make a great impression ?” “Did I do well ?” “I did it” “I can’t wait to tell everyone that I got the job” “Job review by others on dream job helped me. So I’ll help others too by writing a review.” • Advertise our website with blog posts, video & review on social media • Use SEO to ran on Google • Find ways to have many backlinks to our websites • A way to reach out previous and current employees • Change status to Searching • Have user to fill out resume info once & have it reapply • Show user standout with competitors by statistics • Have articles & general tips for interviewing • Show interviewing dates time & location • Sent congratulatory message when accepted • Ask if she wants to change status to “employed” • Ask them to help out others for jobs searching • Thanks user for their review • Let’s see if review are helpful Social Media Word of Mouth Google Phone Email WebsiteWebsite EmailWebsite Office Phone Unhappy Hopeful Expectant Anxious Nervous Confident Excited Thankful FEELINGDOINGTHINKINGTOUCHPOINTS OPPORTUNIT Y
  • 18.
    Retail Customer JourneyMap Physical Evidence Parking Exterior And Interior Road Signs Uniformed stuff, waiting area, seating Air conditioning, music, poster and paintings Plates, cutlery, napkins and pans Menu and bill desk Food delivery tray Food, sauce and spices Customer Action Arrive at the restaurant Select dine in option Receive menu, wait for attendant (2min) Give order Receive order Serve food Eat, ask for bill Onstage Contact Person Greet Inquire about takeaway or dine in Showed the way to the table Take food order (serve in 15 min) Delivery of food (served after 15 minutes) Ask for more or process bill Backstage Contact Check In Process food order Checkout Support System Process Registration process Prepare food Registration Process InternalVisibilityInteractionCustomerJourney
  • 19.
    Customer Journey Map STAGESAWARENESS CONSIDERATION DECISION DELIVERY & USE ADVOCACY Customer Activities Hear from friends see offline or online ad, read from newspaper Compare & evaluate alternative Add groceries to a shopping cart Receive or pick up on order, contact customer service and enjoy groceries Share experience Customer Goals No goals at this point Find the best solution to buy food Find and select product easily, get inspired Receive order effortlessly, get help if problems appear and have a right and good quality ingredients Share feeling, give feedback Touchpoints Word of mouth, traditional media, social media Website, brick & mortar store, social media Website, app, order confirmation emails Delivery service, packing, phone, call, chat and food product, packages and materials Word of mouth, social media Business Goal Increase awareness and interest Increase number of website visitors Increase shopping cart value & conversion rate Deliver on time and minimize a delivery window, increase customer service satisfaction Turn customer to advocate, turn negative to positive KPI Number of people reached New website visitors Shopping cart value, conversion rate On time delivery rate, average delivery window, success rate, product review Viral coeffect, customer satisfaction Organizational Create marketing campaigns both offline & online, PR Marketing & communications Optimize grocery and shopping experience Picking & delivery, organize customer service and develop product & product range Manage feedback & social media, develop sharing Experience Interested Excited Excited Painful Happy when received Frustrated Satisfied This is easy Shared
  • 20.
    Customer Journey Map STAGE1 STAGE 2 STAGE 3 STAGE 4 STAGE 5 Insert more details or description here. Insert more details or description here. Insert more details or description here. Insert more details or description here. Insert more details or description here. Insert more details or description here. Insert more details or description here. Insert more details or description here. Insert more details or description here. Insert more details or description here. StagesStepsFeelingsOpportunities
  • 21.
    UX - CustomerJourney Map Research Sign Up Learn Build your first Roadmap Subscribe Actions Visit Website Register Get Started Roadmap Planning Board Parking Lot Purchase CustomerFacingInteractions Features Account Info. Product Tour Add/Edit Bars Configure Cost Add items Choose Plans Pricing Authentication Intercom Chat Add Lanes Set Column Weights Import Sheets Enter Billing Info Testimonial Welcome Message Roadmaps Customize Legends Select Items Drag Items to Roadmap Confirmations Learn Welcome Email Free Webinar Set Date & Timelines Rank Items Blog Tutorials Add Milestones Support Help/FAQ’s
  • 22.
    UX - CustomerJourney Map (cont.) Research Sign Up Learn Build your first Roadmap Subscribe PainPoints,Obstacles&Objections Difficult to tell about different product Invite team to review Can’t bring tour back once ended Unclear how much there to learn This method is different than last one Need easy way to get my data It expires soon Need to try Do I need to give card credential ? Unclear step after Sign up Need help Need help Don’t know free trail days left Some info. Is generic I still have questions Start with importing my data Need easy way to get data What I get in enterprise plan ? No sample templates Insights&Opportunities Target on landing pages Include FAQ’s in sign up page New welcome screen Embedded Hotspot Embedded Hotspot Embedded Hotspot Big subscribe button Updated features Ask for more user info. during sign up Upgrade & improved Embedded tutorials Embedded tutorials Gamification - progress on trial Interactive marketing widgets Invite team for trials First roadmap Gamification - progress on trial Sign up directly & Enterprise brochure First roadmap Embedded tutorials Gamification - progress on trial Import JIRA issues
  • 23.
    Customer Journey Map Needor Want How ? Shop Plan of Action Purchase Good Decision TRIGGER EXPLORATION CHOICE COMPARE TAKE ACTION REVIEW Wasted Media Budget Broad Reach Placements, TV, Newspaper, Outdoor, Online Display Media (CPM) Target Reach Placement, TV (DR), Radio, POS, DR Mail Performance Media, Search Website Retail
  • 24.
    Customer Journey Map WeNeedto…EmotionsTypicalQuestion RESEARCHCOMPARISON WORKSHOP QUOTE SIGN-OFF • How do I make an app ? • What platform should use ? • How much does it cost ? • How do I protect my idea ? • What should I look for in an app developer ? • Cost vs quality ? • Who have they worked with before ? • How do I know the app will be successful ? • Who will be the product owner/decision maker ? • How does this compare ? • What other business opportunities do I have ? • Do I really want to take this leap ? • What else do I need to do to set up the business ? • When will I get me finished product ? Be present, ensure that we are found. Give confidence in us as a company and give them reason to contact us Explain process of an app development, best practices and show our past success stories. Be open, honest. Get them to really understand what is involved - that nothing is an overnight success. Establish that we will be there to guide them. Display why we are the best team for the job and justify or pricing with substantiated information. Welcome questions. Set clear expectation. Keep them informed with relevant information. Communicate frequently. Ask for feedback on how we’re doing.
  • 25.
    Customer Journey Map CustomerJourney : Buyer’s Journey Awareness Stage Consideration Stage Decision Stage What is the customer thinking or feeling? What is the customer’s action? What or where is the buyer researching? How will we move the buyer along his or her journey with us in mind? Customer Journey: Current State Step 1 Step 2 Step 3 Step 4 Step 5 What is the customer thinking or feeling? What is the customer’s action? What is the customer’s touchpoint with the business? What do we want to change about this step? How and/or why will we make this change?
  • 26.
    Customer Journey Map CustomerJourney : Lead Nurturing Stranger Subscriber/Lead MQL Opportunity/Demo Deal Closed to Go-Live What is the lead thinking, feeling ? Who is lead hearing or talking to ? What content lead interacting with ? What can we do to expedite this process? What can we do to make the lead more comfortable in decision making ? Customer Journey: Future State Step 1 Step 2 Step 3 Step 4 Step 5 What is the customer thinking or feeling? What is the customer’s action? What is the customer’s touchpoint with the business? How does the above section differ than current and previous states ? Why do we feel this will alter the customer journey ?
  • 27.
    Customer Journey Map CustomerJourney : A Day in the Life Every Morning Late Morning Afternoon Evening Negative What is the customer thinking, feeling ? What are customer’s action or priorities ? What are customer’s biggest plan ? How does the customer interact with our product at this time ? How can our product be better utilized at this time ? Customer Journey: Customer Churn Reason #1 Reason #2 Reason #3 Reason #4 Reason #5 What did the customer experience ? What is the customer feeling after this incident ? Why does this ultimately cause the customer to churn ? How can we improve this experience to reduce churn ?