Learn how to create a customer journey map that reflects your customers' experiences

1. How To: Customer
Journey Mapping

2. Experience the Journey through
Your Customer’s Eyes
Journey Mapping visually maps the customer’s
interactions – and most importantly their emotions
– across the various touchpoints of the customer
experience.
Why is Journey Mapping Important?
Identifying customers’ emotional
lows & highs can inform strategies to improve
customer experience, brand promoters, & loyalty.

3. Customer Journey Mapping 101
Conduct Customer Research – use research to get to an in-depth understanding of your customer
and what each step in the journey is like from their perspective
Hold a Journey Mapping Session – usually done in a cross-functional team setting, this allows all
stakeholders to come to a common understanding of customer touchpoint interactions and
emotions
Identify and “Fix” the Problems – use the customer journey map to brainstorm, target
opportunities where customers are most unhappy, and implement initiatives that impact the
journey
Measure Customer Experience Efforts – measure the impact of the initiatives with your
customers and continue to retest the customer journey and make improvements

4. Talk to customers to
understand their journey
Research Methods can include:
• Interviews
• Shop-a-longs
• In-home
Observations
• Online Journals
• Mobile Qualitative
• Customer Summits
• And more…
In many cases, it is helpful to follow the
qualitative research with a survey to
quantitatively measure various parts of
the journey.

5. Research will help you understand the
following for each part of the journey:
• What customers do at each step in the
journey
• How they feel at each step of the
journey
• What they are expecting
• Who or what they are interacting with
• How they feel today and how they
want to feel

6. Use the inputs from the research to
collectively map the customer journey
with your team. This is typically done in a
cross-functional team meeting. This
hands-on, collaborative mapping activity
reinforces the research, gets buy in on the
customer viewpoint from the team, and
engrosses everyone in the customer’s
voice.
Example Customer Journey Map included
on the following slide
Hold a Journey Mapping Session

7. Discovery of
Need/Want
Research/Decide
on Company
Begin Shopping/
Enter Store
Evaluate
Options/Decide
Make
Purchase
Repurchase Loyalty/
Engagement
Customer
Experience
Emotion
Graph
Customer
Quotes
Opportunities
12345678910
Delighted
Dissatisfied
CUSTOMERJOURNEYMAPTEMPLATE
Include customer quotes that support the emotion at
each touchpoint in this row
Identify opportunities for improving the experience at
each touchpoint in this row
Note the customer emotion at each step in this row –
from dissatisfied to delighted
Identify specific steps in the journey and
customer experience in this row
Note: The sample template is intended to be an example, and should be customized to reflect a specific consumer journey.

8. Map the Gaps
As you map the journey, circle the gaps in how the customer
feels and how you want them to feel, as well as the gaps in
what the customer expects and what they are getting today.
Afterwards, conduct group brainstorming activities to
determine what initiatives can be implemented to overcome
those gaps.

9. Your Customer’s Ideal Journey
By the end of your Journey Mapping
Session you should be able to identify
the desired customer journey and the
initiatives that can be taken to get
there.
Next you will want to:
• Implement the initiatives that
your team has identified to impact
the journey
Use the journey map to understand
where customers are feeling
emotional lows (unsatisfied,
disappointed, frustrated, etc.) and
strategize around ways to make those
experiences a high. Conversely, you
can look at the highs and strategize
about ways to leverage those highs
for loyalty, referrals, etc.

10. • Identify clear objectives for what you want to learn, develop baseline metrics,
and ensure the insights gathered are actionable
• Measurement can be a combination of existing metrics (i.e. customer
satisfaction, referrals, etc.), and new metrics gathered through research
conducted with customers using surveys, interviews, and focus groups
• Continue to retest the customer journey and make improvements
• Combining quantitative and qualitative measurement tools can be very
impactful:
– Customer surveys and existing metrics: Provides baseline and tracking measures
– Customer interviews, focus groups, and observations: Provides the “why” behind
the results as well as new ideas for improvements
Develop baseline metrics to measure
improvements from your initiatives

11. Customers are at the center
of what we do. We would
love to chat with you about
making your customer’s
experience even better.
Ask us about how we have
helped companies large and
small get closer to their
customers and create
compelling experiences.

12. At Clearworks we help our clients connect with their
customers to create clear and compelling products,
services and messages. We get what it takes to bring a
product or service idea to life and how to create an
actionable plan to get there. We understand what you
need to know and how you’re going to use that
information to make decisions. Let us bring clarity to
your products and services.
customers. connections. clarity.
Thank You.