Journey maps are essential tools for organizations, aligning teams and fostering a common focus to enhance customer experience, which is increasingly vital for competitive advantage. They help organizations understand the reasons behind customer behaviors, visualize customer experiences through detailed steps, and highlight opportunities for improvement. By incorporating multiple perspectives, journey mapping aids in recognizing and addressing pain points in the customer journey.

1. The Why & The What
JOURNEY MAPS

2. AGENDA
◊1. WHY USE JOURNEY MAPS
◊2. AN EXAMPLE JOURNEY MAP
JOURNEY MAPS
© More Than Metrics

3. WHY?
JOURNEY MAPS
© More Than Metrics

4. Brings Teams and Organizations Together:
Journey Mapping can align the different departments or perspectives within a compa-
ny or across organizations and create a common focus.
Competitve Advantage:
89% of companies expect to compete mostly on the basis of customer
experience by 2016 – vs. 36% four years ago.
*
Gartner Research, 2015
Increases Revenue:
Poor customer experiences result in an estimated $83 Billion loss by
US enterprises each year because of defections and abandoned purchases.
Forbes, 2013
7 REASONS TO USE JOURNEY MAPS
JOURNEY MAPS
© More Than Metrics

5. Zoom Out:
Journey Maps help you get outside of your organization’s perspectiveand look at your
organization or product from multiple points of view. You can create a journey map
from that of the customer, of your employees or external stakeholders. Regardless of
the perspective, taking a moment to Zoon out can help you actually understand the
problem you‘re trying to solve.
Understand Why:
Organizations know when something is going wrong through metrics, however, they
have a hard time figuring out WHY. Journey Mapping helps us get at the why because it
highlights moments of opportunity/moments or intervention.
7 REASONS TO USE JOURNEY MAPS
JOURNEY MAPS
© More Than Metrics

6. Customers influence each other:
Customer power has grown, as 73% of firms trust recommendations
from friends and family, while only 19% trust direct communication.
Forrester report:“Consumer “Ad-itudes” Stay Strong”, 2012
Not only do people expect it but they are willing to pay for it:
86% of consumers will pay more for a
better customer experience.
RightNow Customer Experience Impact Report, 2011
7 REASONS TO USE JOURNEY MAPS
JOURNEY MAPS
© More Than Metrics

7. JOURNEY MAPS
Visualize the experience of a
person or a group of people as
a sequence of steps.
JOURNEY MAPS
© More Than Metrics

8. 5 6 7 8
TESS
1 4
This is just a high-level perspective …
2 3 9
JOURNEY MAPS
© More Than Metrics

9. Each step or touch point can be separated
into smaller steps …
7
SEND A TEXT
SCANNING INSTAGRAM
OPENS ORDERING APP
UPDATE PROFILE
COFFEE POINTS ON APP
SOFTWARE UPDATE
JOURNEY MAPS
© More Than Metrics

10. The story of Tess and her cup of coffee …
A cup of coffee is a product, right?
JOURNEY MAPS
© More Than Metrics

11. Tess wakes up1
1
TESS
JOURNEY MAPS
© More Than Metrics

12. 21
She realizes she is out of
coffee and milk
2
TESS
JOURNEY MAPS
© More Than Metrics

13. 21 3
She decides to go to Café
Bean for coffee
3
TESS
JOURNEY MAPS
© More Than Metrics

14. 21 3 4
She drives her car
to Café Bean
4
TESS
JOURNEY MAPS
© More Than Metrics

15. 32 4 5
TESS
Steps inside Café Bean
and waits in line
5
JOURNEY MAPS
© More Than Metrics

16. 43 5 6
She chats with the owner
and tastes a sample
of a muffin
6
TESS
JOURNEY MAPS
© More Than Metrics

17. 54 6 7
TESS
She places an order on
her smart phone
7
JOURNEY MAPS
© More Than Metrics

18. 65 7 8
TESS
She arrives to the counter
with her cup of coffee and
parfait waiting for her
8
JOURNEY MAPS
© More Than Metrics

19. 76 8 9
TESS
She sits down and enjoys
a cup of coffee
9
JOURNEY MAPS
© More Than Metrics

20. 1 42 3
5 6 87
9
JOURNEY MAPS
© More Than Metrics

21. VISUALIZE
CUSTOMER EXPERIENCE
JOURNEY MAPS
© More Than Metrics