The Truth About Customer Journey Mapping

THE TRUTH
CUSTOMER JOURNEY
MAPPING
ABOUT
DAVE SEATON
CEO, SEATON CX
NOVEMBER 30TH, 2023
11:00 AM PST

Launched in 2018, Forethought is a leading generative AI company
providing customer service automation that helps support teams
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Forethought’s products enable seamless customer experiences by
infusing generative AI, powered by Large Language Models
(LLMs), at each stage of the customer support journey: resolving
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assisting agents with relevant knowledge—all from one platform.
Learn more at forethought.ai

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THE TRUTH ABOUT
CUSTOMER JOURNEY MAPPING
CEO, SEATON CX
DAVE SEATON

The Truth About Customer
Journey Mapping
Dave Seaton
CEO & Principal Consultant
Seaton CX
©2023 SEATON CX LLC. All Rights Reserved.

Dave Seaton, CCXP
CEO & Principal Consultant
Seaton CX

Does Journey Mapping
Provide Any Value?
Or is it just a tired fad from 2013?

Half
of all practitioners
rated their journey
mapping project as
successful. (CXPA and
Heart of the Customer,
2016)
47%
of organizations who
created a customer
journey map saw a
return on time
invested. (Gartner,
2019)
29%
of organizations who
created a customer
journey map acted
upon it. (TSIA, 2022)
What’s going on?

“I’ll tell you what’s going on.
They’re doing it all wrong.
You might think you’re journey mapping; you call
it journey mapping; but it’s not really journey
mapping.”
– Annette Franz, Customer Understanding: Three Ways to put the
“Customer” in Customer Experience (and at the Heart of Your Business).

“The main propeller of success was whether the
project drove change.”
– CXPA and Heart of the Customer, 2016.
“The problem is that these organizations put
together a detailed beautiful map of the customer
journey, but it’s not useful.”
– Gartner, 2019.

Journey Mapping Examples on the Web
Source: Google (Retrieved 2023-11-16)

Source: https://delighted.com/blog/guide-to-customer-journey-mapping (Retrieved 2023-11-16)
Bad Example of a Customer Journey Map

Source: https://zapier.com/blog/customer-journey-mapping/ (Retrieved 2023-11-16)
Bad Example of a Customer Journey Map

“The more empathetic
managers were, the more they
used their personal preferences
to predict what customers
would want.”
– Johannes Hattula, interviewed in Harvard Business Review
Source: Berinato, S. (2015) Putting Yourself in the Customer’s Shoes Doesn’t Work: An Interview with Johannes Hattula. Harvard Business Review. (Retrieved 2021-
06-02)
Putting Yourself in the Customer’s Shoes
Doesn’t Work
EGOCENTRIC
BIAS

Source: Gulati, R. (2009). Reorganize for Resilience: Putting Customers at the Center of Your Organization
“Because many senior
managers were men, their
understanding of female buying
behavior was not normally as
extensive as their understanding
of male customers.”
– Ranjay Gulati, Reorganize for Resilience
Best Buy’s Customer-Centricity Experiment

What is a (good) Customer
Journey Map?
And why should we create them?

Why map the customer’s journey?
Cultivate
empathy for
customers in
our company
Spark customer-
focused change
Grow Profitably
by serving the
needs of our
customers
Stay Longer • Spend More • Tell Others • Cost Less to Serve
Customer Behavior Outcomes

A Journey Map is not a Process Map
Both are important to measure, manage, and improve customer experiences
Perspective Visualization Elements
Customer
Journey Map
Customer Perspective
(Outside-In)
Customers’ experiences
Customer Goals,
Actions, Thoughts,
Emotions
Process Map
Company Perspective
(Inside-Out)
Workflows and
processes
Activities and decisions
of employees and
systems

Maps Have Different Scales

Essential Elements of
Customer Journey Maps
5 Elements that Must Exist on Every Map

1. Customer
Who is going on this journey?
“To effectively drive decision-making using CJMs,
companies must first develop rich, detailed personas that
are based on in-depth qualitative customer research.”
– Rodstrom, J., & Lucas, A. (2015). Maximizing Value from Customer Journey Mapping:
23 Best Practices for Driving Action from Customer Journey Maps [White paper].
Qualtrics XM Institute.

2. The Customer’s Goal
What is the customer trying to do? How will they evaluate the journey?

3. The Journey Steps
What does the customer do?

4. Customer Emotions
What is the customer thinking and feeling?

5. Moments of Truth
What critical interactions have a disproportionate impact on the
experience?

Other Elements
You can put anything on your journey map—if it enhances the story
Friction Points
Metrics
Opportunities
Company
Processes

Customer Journey Mapping
with the DARMA™ Method

RESEARCH
Conduct qualitative
and quantitative
research to
understand the
customer
experience.
R
The DARMA™ Method
Ensure your best chance of driving customer-focused change in your
organization
CHANGE MANAGEMENT
Identify and act on
opportunities to
improve the
customer
experience and
generate business
outcomes.
A
ACT
Analyze the
research findings
and map the
customer
journey(s).
M
MAP
Clearly define the
problem to solve or
opportunity to
pursue.
D
DEFINE
Analyze the current
state based on
available data and
develop the journey
hypothesis.
A
ANALYZE

Define
Clearly define the problem to solve or the opportunity to pursue
D
DEFINE
• Identify the reason for investing in
a journey map
• Decide which journey you are
going to map
• Select the right customer, group,
or segment to research
• Determine who needs to be
involved in the project

Analyze
Analyze the current state based on available data and develop the journey
hypothesis.
A
ANALYZE
• Interview stakeholders
• Identify cross-functional core
team
• Review existing metrics and other
data
• Develop the journey hypothesis

Research
Conduct qualitative and quantitative research to understand the customer
experience.
R
RESEARCH
• Select research method
• Develop research instruments
• Discussion guides
• Survey questions
• Observation checklists
• Recruit customers to participate
• Conduct customer research

Map
Analyze the research findings and map the customer journey(s).
M
MAP
• Analyze research findings
• Develop persona(s)
• Map the journey(s)
• Create engaging visualizations
and supporting artifacts

Act
Identify and act on opportunities to improve the customer experience and business
outcomes
A
ACT
• Identify opportunities to improve
• Create business cases showing
forecasted ROI of improvements
• Prioritize CX investments
• Make improvements

The Hidden Step: Change Management
Engage stakeholders at every step of the DARMA™ process to cultivate buy-
in
E = Q × A
Effectiveness
of change
Quality
of change
Acceptance
of change

“If your customer
journey map isn’t
driving change, it’s just
an art project.”
– Dave Seaton

How I Can Help You
Scan the QR Code with your phone camera
Free Journey Map Review
http://bit.ly/journey-map-review
Discovery Call
https://bit.ly/seatoncx-disco

Q&A
DAVE SEATON
CEO, SEATON CX
/IN/DAVESEATON/
SEATONCX.COM
TARA DWYER
WEBINAR MANAGER
/IN/TARADWYER/
CUSTOMEREXPERIENCEUPDATE.COM

The Truth About Customer Journey Mapping

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