The document provides a comprehensive guide to creating effective customer journey maps, emphasizing the importance of understanding the customer's perspective through research and persona development. It outlines best practices including identifying key touchpoints, incorporating qualitative and quantitative metrics, and tailoring maps for various business stakeholders to enhance customer experience and drive innovation. Additionally, it explores different types of journey maps and their business value while advocating for continuous measurement and adjustment of customer experience strategies.

1. Journey Mapping Process
Effective
Customer
Journey Maps
Based on the research, create personas that represent
your customer’s key roles. These personas will allow
you to visualize the journey through their eyes.
Personas
Here are the high level steps to create a Customer Journey Map.
Journey Maps are a popular and important method in customer and user experience
optimization. Here are some best practices for creating Journey Maps that will be
effective in transforming your customer’s experience.
Create a holistic view of the Customer Experience by
creating a journey across channels (web, mobile,
phone, in store, etc.) and touchpoints (every interaction
they have with your company).
Identify key moments that matter, pain points and
opportunities for improvement and innovation. Use
metrics to measure the health of your customer
experience.
Incorporate Actionable
Insights and Metrics
Customer Journeys are outside in. They are from your
customer’s perspective, rather than your internal
processes or systems.
From the Customer’s Point
of View
Include the actions the customer takes as well as their
goals, motivations, expections and emotions about the
experience.
Use Contextual Inquiry to get deep, qualitative under-
standing of the customer’s journey. Then, validate with
quantitative metrics, like VOC data from your call center,
customer satisfaction surveys, or web analytics.
Include Qualitative
and Quantitative Metrics
Key Attributes of a Journey Map
Create Journey Across
Touchpoints
Visualize Customer’s
Perceptions of the Experience
Tailor Map to Engage
Business Stakeholders
Include information in your maps that is specific to
business stakeholders, or create multiple maps for each
division. For executives, include Key Performance
Indicators. For other teams, a“behind the scenes”view
helps to tie the customer’s experience to business
processes.
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Measure and Govern
Understand your Customer Experience
(CX) across touchpoints, channels, and
relationship stages.
Communicate and Align
Internal Business Units
Strategize and Activate Visualize the Future
Understand Customer
Experience
The Journey Map provides an efficient
document for communicating and
aligning around the customer’s
perceptions of the experience.
Map people and processes to
discrete elements of the customer
experience to show what internal
groups are accountable.
Identify and prioritize customer
experience (CX) and user experience
(UX) issues and pinpoint opportunities
to redesign your product or service.
Create a future state journey map to
generate ideas. Then, create a vision
for the future and make it happen.
Create Internal Visibility
and Accountability
Why create a Journey Map?
Define methods to measure progress
and govern changes to CX and UX.
Use map as a CX dashboard.
Created by: Katrina Berlin Benco, Principal User Experience Architect
www.tandemseven.com
Journey Maps tell the story of your customer’s experience. They identify your
customer’s key interactions with your product or service, including their
motivations, goals, and expectations. Journey Maps visualize what it is like to
be your customer quickly and efficiently.
What is a Journey Map?
Anatomy of a Journey Map
Doing
Research
Shannon
Frequent Business Traveler
Opportunities
Thinking and Feeling
Book Flight Pre-Travel Travel: Board Travel: In Flight
Goals
Pain Points Moment of Truth
Find 1 stop flights with
best time and price.
Book quickly and easily.
Expect flight and payment
preferences to be
remembered.
Check in early and
automatically. Receive
electronic boarding pass on
her phone.
Hassle free check-in, bag
check and
boarding experience.
Search for 1 stop flights
by times and price.
Compare airlines. Save
options on her phone.
Select flight on her laptop
and book.
Send itinerary and receive
confirmation.
Receive check-in email.
Check in online.
Boarding pass saved to
phone.
Check in and go through
security. Board flight.
Gate check bag, no
overhead bin space.
“I travel frequently, so the little things matter.”
I’m surprised the movies
are free, this personal
monitor and movie
system is great.I hope I can find a conve-
nient flight at a good
price.
Leverage positive
customer reviews to
build brand awareness
and customer loyalty.
Evaluate and optimize the
create account, join loyalty
program, and upsell ux on
the website.
Evaluate ways to increase
incentives for first time
flyers to download app and
join loyalty program.
Conduct deep dive of the
first flight experience to
identify opportunities to
improve travel experience.
Monitor customer
experience feedback via
social media sources.
Customer
Satisfaction
Ratings
10
9
8
7
6
5
4
3
2
1
5
3
8
Positive
Neutral
Negative
Littlewing’s flights are
priced well and the
times are convenient.
Impressed The cross-sell
promotions make the
booking process take
too long.
Frustrated
Hopeful
Impressed
Will I find a spot in the
overhead bin for my bag?
Joining loyalty program
looks like too much effort
for the reward.
Unsure
Frustrated
Watch a movie. Pay for
food and drinks with my
credit card.
Have a relaxing and
premium flying experience.
2
7
Persona
Identify the customer
embarking on the journey.
Stages
Organize the journey into
the major stages.
Goals
Include the customer’s
goals and expectations.
Actions
Define what the customer
is doing, also include their
interaction points.
Journey Maps can include many elements and can be customized to
fit the needs of your organization. Here are the basic elements of an
example current state map for a frequent business traveler.
Thoughts and Feelings
Include the customer’s thoughts and
feelings in the different phases of the
journey to empathize with them.
Metrics
Map quantitative data onto the
journey to show the relationship to
the qualitative information.
Opportunities
Identify opportunities for
improvement and innovation, or
that require more research to
create a future state journey.
The Service Blueprint portrays the
customer’s journey with a service along
with all the interactions that make that
service possible. These can be current
state, or future state to envision new or
enhanced services.
Emotional Journey
Types of Journey Maps & their Business Value
There are many types of Journey Maps, and each have their purpose.
Here are a few examples and the business value they bring. These types are not
mutually exclusive, different elemetns of each can be combined into one map.
Front State / Back Stage
Channel Map
Customer Lifecycle
Visually illustrate your customer’s
emotions as they interact with your
product or service. Focuses on the
emotional satisfaction and triggers that
drive customer loyalty and decision
making.
A Heat Map uses color to quickly
highlight and prioritize issues to invest
in and fix. This map can be combined
with other maps to provide the
necessary background or justification
to address the highlighted issues.
Align the internal operational processes
(back stage) with the customer’s journey
(front stage). Highlights internal processes
that may be causing a disconnected or
inconsistent customer experience.
Save Money
& Increase
Revenue
Lead the
Competition
Research
Observe and listen to your customers in their natural
habitat. Contextual Inquiry provides deep insight
into behaviors, emotions, motivations and
expectations as well as understanding the customer’s
path. Validate with quantitative research.
Journey Map
Facilitate a workshop to review all the research and
map out a hypothesis and/or current state journey
map. Then, follow the same process to create a future
state journey map to show your ideal customer
journey.
Define
Define objectives, target customers, and scope of
the journey you wish to understand. Gather existing
quantitative and qualitative data to review.
Activate
Identify opportunities and problems to fix. Cultivate
recommendations and solutions, then prioritize
them according to customer and business value.
Create a roadmap and assign teams to projects.
Measure your progress and watch your customer
experience improve!
Service BluePrint
The customer lifecycle follows the
customer throughout the phases of
their relationship with your company.
It is high level and can follow the
customer over many years. These can
be useful for marketing and sales to
target their efforts.
Heat Map
A channel map focuses on the interactions
within and across channels, i.e. your
website, call center, or physical store. Use
these to help improve consistency and
streamline operations across channels.
Innovation &
Differentiation
Operational
Efficiency
Retain &
Attract
Customers
Learn how you can create and share journey maps,
personas and more using UX360.
Copyright 2015 Tandemseven