Customer journey maps (CJMs) are essential tools for understanding and improving customer experiences, which will be crucial for brand differentiation in 2020 and beyond. By visualizing the end-to-end customer journey and incorporating actual customer feedback, businesses can identify pain points, enhance satisfaction, and ultimately increase revenue. Effective CJMs allow organizations to create better experiences, engage employees, and ensure an actionable strategy for continuous improvement.

1. Customer Journey
Maps
Everything You Need To Know

2. • To understand the importance of customer journey maps (CJM) you must first look at the
overall importance of customer experience.
• In 2020, customer experience will overtake price and product as the key brand
differentiator.
• The brands that offer the best experiences will have higher levels of customer loyalty which
increases revenue growth and can also reduce cost.
Customer Journey Maps

3. • It is vital that companies understand their customers and one of the best ways to do that is
to see the world through their eyes. This enables them to ensure every interaction is as good
as it can possibly be.
• Many companies understand the importance of CX but struggle with how to effectively
deliver an exceptional one.
• That is where customer journey maps come in as a core tool in your overall CX strategy.
Customer Journey Maps

4. “By better understanding your
customers, you can better
deliver on their expectations.”

5. A journey map is usually a high-level map of the end-to-end experience that can help you identify
any sources of friction and frustration. Journey maps are often created by those responsible for
delivering the customer experience and documenting what they think is happening. Although this
can often be a good start, it is essential that actual customers opinions are represented. This forces
you to look at how your customers actually experience your brand rather than how you think they
do.
What Is A Customer Journey Map?

6. Example Customer Journey

7. There are many terms used around customer journey maps, touchpoints, feedback maps and more.
All have subtle differences and it can be important to understand the difference.
A customer journey map can cover the entire experience from the customer first defining a problem
to using a product or service weeks or months down the line.
Once you identify all touchpoints you can then look at ways to improve this experience. To do this
you can use a touchpoint map to identify the specific areas you want to measure and address. From
this a feedback map can be generated. This then allows you to survey your customers and collect
feedback on each relevant touchpoint.
Your results can then be placed onto your feedback map, allowing you to see a visual representation
of your customers experience.
Touchpoints Vs Journeys

8. Simply creating a map alone is not enough. You need to understand how your customer feels during
the overall journey and at each touchpoint. This is where customer feedback is essential to help you
improve this experience.
Taking your journey map and overlaying customer feedback data can start to shed light on the
touchpoints that need your attention. Ask customers to identify which touchpoints are important to
them, perhaps rating different aspects of your service to help you understand their prioritise against
your own.
Touchpoints Vs Journeys

9. There are some key elements to keep in mind when setting out to create your Customer Journey Map.
• Don’t look from the wrong perspective: The journey should be based on your actual customers
experience and not your internal view of what the journey should be
• Capture the entire journey: It is important to understand the entire end to end journey to gather a
full picture of how your customers interact with your brand
• Identify moments of truth: Isolate the moments that can result in make-or-break decisions for your
customers to ensure you are delivering at those key touchpoints
• Make it actionable: Your map is not just for show, it should become an integral part of your CX tool
kit and should be monitored and updated frequently
How To Create A Successful CJM

10. McKinsey found that maximising satisfaction with customer journeys can increase customer
satisfaction by 20% and also increase revenue by up to 15%. It can lower the cost of serving customers
by up to 20%.
Basically, if you implement a successful customer journey map program it will optimise your
overall customer experience and improve your bottom line.
Let’s take a look at a few more benefits of utilizing Customer Journey Maps.
Benefits Of Customer Journey Maps

11. • Improve Visibility: Get a wider view of your overall customer experience
• Identify Pain Points: Pin point the areas that are causing customer pain
• Prioritise Improvements: See what issues are having the biggest impact and take action
• Bridge Internal Gaps: Allow the whole organization to see the big picture
• Create Better Experiences: Address customer frustrations to improve overall experience
• Engage Employees: Journey maps engage employees and increase motivation
Benefits Of Customer Journey Maps

12. The evidence shows that companies that utilise Customer Journey Maps get rewarded and they help
create a better understanding of their customers. However, creating the map is just the start of your
own journey. Converting this into an actionable feedback map then enables you to visualize your
customer feedback and identify those areas in the journey that need addressing.
Conclusion

13. Wizu understands the importance of customer journey maps and that is why we have our own journey
mapping software built into our conversational survey platform. Simply select a relevant map template
or create your own and Wizu can automatically generate a survey based on those touchpoints.
Then our reports will overlay your customer feedback onto your journey map, giving you the ultimate
view of your customers experience and helping you identify where improvements can be made.
Wizu Feedback Maps

14. Get in touch with us today to see a demo of Wizu in action.
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