Workshop RoX2017 Customer Journey Mapping

FACILITATINGA 
JOURNEYMAPPING 
WORKSHOP

MICHAEL STEINGRESS / MORE THAN METRICS / ROX 2017

VISUALIZECUSTOMEREXPERIENCE RESEARCHCUSTOMEREXPERIENCE

NOTEDOWN
EXERCISE
WHAT DO YOU
EXPECT OF
THIS
WORKSHOP?
SOMETHING
THAT HAS
SURPRISED
YOU IN YOUR
LIFE…

01 FACILITATING
02 BASICS
03 PERSONAS
04 JOURNEY MAPS
05 Q & A
AGENDA

WHYFACILITATING?
„WE’RE ALL PROFESSIONALS!” 
„IT’S A TEAM OF GROWN-UPS HERE!“ 
„WE’RE IN THIS FOR 35 YEARS NOW!“
If service design is a truly co-creative activity,
then facilitation must be the key tool of any
practitioner.

WHYFACILITATING?
* to encourage a rounded approach
* rooted in reality
* buy-in from a wide group of stakeholders
* precious range of viewpoints and experiences
BRING TOGETHER A MULTI-DISCIPLINARY TEAM!

KEYCONCEPTS
01 CONSENT
02 STATUS
03 NEUTRALITY
A facilitator works on three different levels: process, group
and individuals. Simultaneously!

01 ADOPTING A ROLE
02 CO-FACILITATION
03 TEAM MEMBER AS FACILITATOR
STYLES&ROLES

SUCCESSFACTORS
01 BUILDING THE TEAM
02 PURPOSE & EXPECTATION
03 PLANNING THE WORK
04 CREATING A SAFE SPACE

TEAMBUILDING
A good rule of thumb is to include representatives of anyone  
affected by the workshop or project, anyone  
who will deliver on the outcomes  
and outputs and anyone  
who can stop it.

CREATINGSAFESPACES
// OWN THE SPACE
// START IN A FAMILIAR TERRITORY 
// INVOKE AUTHORITY
// BREAK WITH THE ROUTINE
// EASE IN 
// GIVE ORIENTATION
// SHITTY FIRST DRAFTS
// MIX ACTIVITIES, MAKE A MESS

SHITTY
FIRST
DRAFTS!

KEYFACILITATIONTECHNIQUES
WARM UPS
TIMING
THE ROOM
TOOLS AND PROPS

(C) SIMEON JOHNKE

VISUALIZATION
POST-IT OR LOSE-IT
SPACE, DISTANCE, AND POSITIONING
FEEDBACK

CHANGING STATUS
DOING, NOT TALKING
GROWING AS FACILITATOR
In a “doing not talking” mindset, ideas are
evolved by pragmatically iterating on
the prototype, instead of making
hypothetical leaps through discussion.

Don’t tell your clients what they need to discover;
instead, help them with the means to find it themselves.
Be ready and happy to pivot. Things don’t always
follow the path you intended, even when well designed up front.
Try to help prove your findings from an emotional
perspective first and a rational perspective second.
DAMIAN KARNAHAN - PROTOPARTNERS

MICHAEL STEINGRESS / HARDY TITZ
METHODS 
VS. 
TOOLS
BASICS

BASICS - METHODS VS. TOOLS
≥ represent “how” we
create specific tools
≥ e.g. conducting
research, facilitating
co-creative workshops
Methods

≥ represent “how” we
create specific tools
≥ e.g. conducting
research, facilitating
co-creative workshops
≥ represent “what” we use
≥ concrete models
≥ based on specific structures  
or templates
Methods Tools
BASICS - METHODS VS. TOOLS

BASICS
BOUNDARY 
OBJECTS “Boundary objects are objects which [...] have
different meanings in different social worlds
but their structure is common enough to more
than one world to make them recognizable, a
means of translation.
The creation and management of boundary
objects is key in developing and maintaining
coherence across intersecting social worlds.”
Source
Star, S. L., & Griesemer, J. R. (1989). Institutional ecology, translations’ and boundary
objects: Amateurs and professionals in Berkeley’s Museum of Vertebrate Zoology,  
1907–39. Social studies of science, 19(3), 387–420.

EXERCISE
SKETCHYOUR
NEIGHOUR BUT HEY!
DO NOT LOOK AT
THE POST-IT
WHILE SKETCHING

EXERCISE
ALWAYSSTARTWITH
SHITTYFIRSTDRAFT
YES, ONE CANNOT STATE  
IT OFTEN ENOUGH!

A Improve the airline check-in process.
B Improve the order process in a café.
CHOOSEACHALLENGE 
FORTODAY

EXERCISE
DRAW
SUN

EXERCISE
DRAW
SUNSET

PERSONAS
CRITERIONI
CRITERION II
DESIGNFORTHEAVERAGE TESTWITHEXTREMES

CRITERIONI
CRITERION II
PERSONAS

CRITERIONI
CRITERION II
PERSONAS
DIFFERENCES 
INTER-SEGMENT  
HETEROGENEITY

CRITERIONI
CRITERION II
PERSONAS
DIFFERENCES 
INTER-SEGMENT  
HETEROGENEITY
SIMILARITIES 
INTRA-SEGMENT  
HOMOGENEITY

PERSONAS
CRITERIONI
CRITERION II
DIFFERENCES 
INTER-SEGMENT  
HETEROGENEITY
SIMILARITIES 
INTRA-SEGMENT  
HOMOGENEITY
MAIN PERSONA

CRITERIONI
CRITERION II
PERSONAS
DIFFERENCES 
INTER-SEGMENT  
HETEROGENEITY
SIMILARITIES 
INTRA-SEGMENT  
HOMOGENEITY
MAIN PERSONA
EDGE CASES 
EXTREME PERSONAS

PERSONAS
DESIGNFOR 
THEAVERAGE

PERSONAS
DESIGNFOR 
THEAVERAGE
FREQUENCY
E.G. SMARTPHONE USAGE
SEGMENTATION CRITERION

PERSONAS
DESIGNFOR 
THEAVERAGE
FREQUENCY
E.G. SMARTPHONE USAGE
SEGMENTATION CRITERION
TESTWITHEXTREMES

PERSONAS
EXERCISE
1. Think of potential customer groups
2. Create 3 ad-hoc personas for the most
common customer groups
15

JOURNEY MAPS
ACUSTOMER’S
JOURNEY FROM A PERSONA PERSPECTIVE
OR AS SOME MIGHT CALL IT:  
“SLIPPING INTO YOUR 
CUSTOMER’S SHOES.”
#

VISUALIZE THE
EXPERIENCE OF A
PERSON OR A GROUP
OF PEOPLE AS A
SEQUENCE OF STEPS.
JOURNEY MAPS

STEPS,
TOUCHPOINTSAND
MOMENTSOFTRUTH
% &

%
STEPS

%
any experience 
of the main actor
STEPS

%
any experience 
of the main actor
can be activities like
waiting, walking
STEPS

%
STEPS
any experience 
of the main actor
waiting, walking
TOUCHPOINTS
&

%
TOUCHPOINTS
&
interactions with
your brand
STEPS
any experience 
of the main actor
waiting, walking

%
TOUCHPOINTS
&
interactions with
your brand
can involve diﬀerent
channels, such as
personal contact,
smartphone, TV
any experience 
of the main actor
waiting, walking
STEPS

%
TOUCHPOINTS
&
interactions with
your brand
channels, such as
personal contact,
smartphone, TV
MOMENTS
OF TRUTH

any experience 
of the main actor
waiting, walking
STEPS

% &
MOMENTS
OF TRUTH
decisive steps
in a journey

TOUCHPOINTS
interactions with
your brand
channels, such as
personal contact,
smartphone, TV
any experience 
of the main actor
waiting, walking
STEPS

% & 
MOMENTS
OF TRUTH
decisive steps
in a journey
situations that
make or break
the experience
TOUCHPOINTS
interactions with
your brand
channels, such as
personal contact,
smartphone, TV
any experience 
of the main actor
waiting, walking
STEPS

HOWTOEVALUATEA
JOURNEYMAP
SIX ASPECTS TO CONSIDER

JOURNEY MAPS 
ASPECTS TO CONSIDER
CURRENT-STATE 
FUTURE-STATE

CURRENT-STATE JOURNEY MAP
This type of Journey Map represents an experience
as it is right now. It can help identify problems or  
opportunities. Ask yourself: Does my Journey Map
show what is currently happening?
JOURNEY MAPS 
ASPECTS TO CONSIDER - STATE

JOURNEY MAPS 
ASPECTS TO CONSIDER - STATE
CURRENT-STATE JOURNEY MAP
This type of Journey Map represents an experience
as it is right now. It can help identify problems or  
opportunities. Ask yourself: Does my Journey Map
show what is currently happening?
FUTURE-STATE JOURNEY MAP
This type shows a state that is not yet reality. 
They can help show what you would like to happen or 
what you would like to design for the future.

JOURNEY MAPS 
ASPECTS TO CONSIDER
ASSUMPTION-BASED
RESEARCH-BASED
CURRENT-STATE 
FUTURE-STATE

JOURNEY MAPS 
ASPECTS TO CONSIDER - LEVEL OF RESEARCH
ASSUMPTION-BASED JOURNEY MAP
A Journey Map that is not created based on research
data. Always check your assumptions if you create an
assumption-based Journey Map.

JOURNEY MAPS 
ASPECTS TO CONSIDER - LEVEL OF RESEARCH
ASSUMPTION-BASED JOURNEY MAP
A Journey Map that is not created based on research
data. Always check your assumptions if you create an
assumption-based Journey Map.
RESEARCH BASED
A Journey Map that is created with customers,  
users and/or based on of research with the end-user.

JOURNEY MAPS 
ASPECTS TO CONSIDER
ASSUMPTION-BASED
RESEARCH-BASED
HIGH-LEVEL SCOPE 
DETAILED SCOPE
CURRENT-STATE 
FUTURE-STATE

JOURNEY MAPS 
ASPECTS TO CONSIDER - SCOPE
HIGH-LEVEL SCOPE
How far does the Journey Map zoom out? 
Does it capture an end-to-end experience?

JOURNEY MAPS 
TESS
1 2 3 54 6 7 8 9

JOURNEY MAPS 
HIGH-LEVEL SCOPE
How far does the Journey Map zoom out? 
Does it capture an end-to-end experience?
DETAILED SCOPE
How much does the journey map zoom in? Does it
focus a specific part of Journey? Perhaps the smaller
interactions taking place?

JOURNEY MAPS 
7
SCANNING INSTAGRAM
OPENING ORDERING APP
UPDATE ORDERING APP
SEND A TEXT
UPDATE PROFILE
COFFEE POINTS SHOW IN APP

JOURNEY MAPS 
ASPECTS TO CONSIDER
ASSUMPTION-BASED
RESEARCH-BASED
HIGH-LEVEL SCOPE 
DETAILED SCOPE
CURRENT-STATE 
FUTURE-STATE
MAIN ACTOR:
CUSTOMER, EMPLOYEE

MAIN ACTOR
Who is the main actor of the Journey Map? Is it a
customer? An employee? A user?
NO MATTER WHO IT IS, JOURNEY MAPS USE  
PERSONAS TO ILLUSTRATE THE MAIN ACTOR
JOURNEY MAPS 
ASPECTS TO CONSIDER - MAIN ACTOR

JOURNEY MAPS 
ASPECTS TO CONSIDER
ASSUMPTION-BASED
RESEARCH-BASED
HIGH-LEVEL SCOPE 
DETAILED SCOPE
CURRENT-STATE 
FUTURE-STATE
MAIN ACTOR:
CUSTOMER, EMPLOYEE
PROPOSITION-CENTRED 
EXPERIENCE-CENTRED

JOURNEY MAPS 
ASPECTS TO CONSIDER - LEVEL OF FOCUS
PROPOSITION-CENTERED
Does the Journey Map only focus on experiences
with a specific product? Does it mainly show direct
interactions with your brand?

TESS
1 2 3 4 5
JOURNEY MAPS 

JOURNEY MAPS 
Does the Journey Map only focus on experiences
with a specific product? Does it mainly show direct
interactions with your brand?
EXPERIENCE-CENTERED
Does the Journey Map illustrate a more holistic view
of the customer’s experience? Does it take into
account experiences that customers have beside
their brand-specific contacts?

TESS
1 2 3 54 6 7 8 9
TESS
1 2 3 4 5
JOURNEY MAPS 
EXPERIENCE-CENTERED

JOURNEY MAPS 
ASPECTS TO CONSIDER
ASSUMPTION-BASED
RESEARCH-BASED
HIGH-LEVEL SCOPE 
DETAILED SCOPE
CURRENT-STATE 
FUTURE-STATE
MAIN ACTOR:
CUSTOMER, EMPLOYEE
PROPOSITION-CENTRED 
EXPERIENCE-CENTRED
KIND OF VISUALIZATIONS:
STORYBOARD, GRAPHS, …

JOURNEY MAPS 
ASPECTS TO CONSIDER - VISUALISATIONS (LANES)
TEXT LANES
STORYBOARD
CHANNELS
EMOTIONAL JOURNEY
DRAMATIC ARC
BACKSTAGE LANES 
FILES

JOURNEY MAP 
EXPORTED
BASIC STRUCTURE

JOURNEY MAP - BASIC INFORMATION
EXERCISE
1. Choose one persona
2. Think about their 
end-to-end experience
3. Give each step a title
4. Sketch what is happening
5. Write a short description
15

JOURNEY MAPS - CHANNELS
CHANNELS
Tess TESS' MORNING
Tess / Friend CHANNELS OF COMMUNICATION
Tess TESS’ STORYBOARD
Tess TESS’ DETAILED DESCRIPTION
Tess BACKSTAGE ACTIONS FOR CAFÉ BEAN
Buying a Cup of Coffee (Current State, Assumption Based, Experience Centered)
JOURNEY MAP
Coffee Project (multiple journeys)
PROJECT
10 July 2017
EXPORT DATE
Pre Coffee at home Untitled Stage Heading to Café Bean Experience at Café Bean
7:00 AM. Tess wakes up. Realizes she is out of coffee and milk. Decides to go to Café Bean for coffee. Decides to go to Café Bean for coffee. 8:00 AM. Steps inside of Café Bean and waits in line.Chats with the owner and tastes a sample of a muffin.Places her order on her smartphone. Arrives to
Liz is on her way to the office She reads a book while sitting on the train. After she gets off of the train she walks to Café Central.She orders a chocolatine and cappuccino. She receives an urgent text message from her employee.She decides to take her breakfast to go. She puts her order on her tab. She head
7:00 AM. Tess wakes up. Realizes she is out of
coffee and milk.
Decides to go to Café Bean for
coffee.
Decides to go to Café Bean for
coffee.
8:00 AM. Steps inside of Café
Bean and waits in line.
Chats with the owner and
tastes a sample of a muffin.
Places her order on her
smartphone.
Arrives
her cup
waiting
Smart Phone
Face to Face communication
Online Reviews
Jetlagged and tired from her business trip
to Shanghai.
Her flight didn't get in until eleven so
she couldn't pick up groceries for the
next day!
Tess has had coffee every morning
since she was in high school.
Café Bean is a new café that sources in
season, direct trade beans. They also
have great selection of chia yogurt
parfaits, baked sweets and fresh fruit. She
checks on her phone to see if they are
open.
Tess lives near Place de la Bastille in
Paris, but works outisde of the city. She
jumps in her car and drives to Café Bean
on the way to work.
Café Bean prides itself on being a
progressive, customer friendly,
community space.
Ali, the café owner talks to Tess about her
trip to Hong Kong.
Tess is a Café Bean regular and loves how
they blend technology with the
experience (pun intended) :)
She orders a coffee and yogurt parfait.
▸ A drip co
splash o
▸ Chia par
▸ She take
breakfa

TESS
Tess / Carl CHANNELS OF INTERACTION
Coffee
Smart Phone
Chat
Radio
Money
Credit Card
SWIMLANEDIAGRAMFOR

INTRODUCING CARL
THE TOURIST

SWIMLANEDIAGRAMFORTess TESS’ STORYBOARD
Carl CARL’S STORYBOARD
TESS & CARL

SWIMLANEDIAGRAMFORTess TESS’ STORYBOARD
TESS & CARL
Tess / Carl CHANNELS OF INTERACTION
Coffee
Smart Phone
Chat
Radio
Money
Credit Card
Coffee Shop
Menu Display

THEPOWEROF 
SOCIALMARKETING

POSITIVESOCIALMARKETING

JOSHIE,  
THE GIRAFFE
Images
www.huffingtonpost.com/chris-hurn/ 
stuffed-giraffe-shows-wha_b_1524038.html

Images
www.huffingtonpost.com/chris-hurn/ 
stuffed-giraffe-shows-wha_b_1524038.html

NEGATIVESOCIALMARKETING

21.000.000+
DAVE CARROL - 
UNITED BREAKS 
GUITARS

Source
The Guardian, Twitter
“MISTAKE OF  
EPIC PROPORTIONS”
— OSCAR MUNOZ, CEO, UNITED AIRLINES

JOURNEY MAP - CHANNELS
EXERCISE
1. Go through your journey map  
and discover which channels  
are used for each step.
2. Keep track of all channels in your 
journey map.
5
MIN

CUSTOMERSATISFACTION
EXPECTATIONS VS. EXPERIENCES

JOURNEY MAPS - CUSTOMER SATISFACTION
EMOTIONAL 
JOURNEY
Tess / Friend EMOTIONAL JOURNEY
Tess PAIN POINTS
Tess / Friend DRAMATIC ARC (INTENSITY) LEVEL OF ACTIVITY
-2
-1
+0
+1
+2
+1
+2
+3
+4
+5
Café Bean Mobile App
Mobile app shows Tess that Café Bean
is open
Mobile app sends Tess' order to barista
Barista at Café Bean
Barista prepares Tess' order and places
it at the counter
To Do:
Deadlines:
Café Owner
At café Bean an employee is dedicated
to supporting the guest experience from
those folks in line who are trying to log
onto the internet.
Community at Café Bean COPY
Note: This is a text lane. It can also be
used for...
▸ Pain Points and Opportunities
▸ Jobs to be done
▸ Metrics
▸ ...

1 2 3 4 5 6 7 8 9 10
P R E - S E R V I C E S E R V I C E P O S T - S E R V I C E

1 2 3 4 5 6 7 8 9 10
P R E - S E R V I C E S E R V I C E P O S T - S E R V I C EBUT WAIT! 
WHEN DO YOU  
MEASURE  
SATISFACTION?
9
HERE?

1 2 3 4 5 6 7 8 9 10
P R E - S E R V I C E S E R V I C E P O S T - S E R V I C E
9
HERE?
78,4 % OF OUR CUSTOMERS 
ARE SATISFIED  
WITH OUR SERVICE.
— OKAY. AND NOW WHAT?

JOURNEY MAP - EMOTIONAL JOURNEY
EXERCISE
15
1. Estimate individually the satisfaction of
your persona at each step of the journey
on a post-it (numbering all steps helps)
2. Mark your own ratings on the graph  
(no average values)
3. Discuss common negative ratings  
and differing ratings

DEBRIEF
Tess / Carl / Michael / Laura EMOTIONAL JOURNEYS
WHERE TO START?

DEBRIEFWHERE TO START?
Tess / Carl / Michael / Laura EMOTIONAL JOURNEYS

CUSTOMEREXPERIENCE
ISMORETHAN 
F***INGMETRICS.

JOURNEY MAPS - DRAMATIC ARC
DRAMATIC ARC
Tess PAIN POINTS
Tess / Friend DRAMATIC ARC (INTENSITY) LEVEL OF ACTIVITY
-2
-1
+0
+1
+1
+2
+3
+4
+5
Note: This is a text lane. It can also be
used for...
▸ Pain Points and Opportunities
▸ Jobs to be done
▸ Metrics
▸ ...

BOOM-WOW-WOW-WOW-BOOM!

LEVELOF 
ENGAGEMENT
STUNT SCENE
BOOM! WOW. WOW! WOW!!! BOOOM!!! AAAH.

LEVELOF 
ENGAGEMENT
STUNT SCENE
CREDITS AND
BRIEFINGS

LEVELOF 
ENGAGEMENT
STUNT SCENE
NEW LOCATION
AND RISK
CREDITS AND
BRIEFINGS

LEVELOF 
ENGAGEMENT
STUNT SCENE
NEW LOCATION
AND RISK
NEW LOCATION
AND RISK
NEW LOCATION
AND RISK
CREDITS AND
BRIEFINGS

LEVELOF 
ENGAGEMENT
EVIL HQ
CLIMAX
STUNT SCENE
NEW LOCATION
AND RISK
NEW LOCATION
AND RISK
NEW LOCATION
AND RISK
CREDITS AND
BRIEFINGS

LEVELOF 
ENGAGEMENT
EVIL HQ
CLIMAX
STUNT SCENE
NEW LOCATION
AND RISK
NEW LOCATION
AND RISK
NEW LOCATION
AND RISK
JAMES FAILS
CREDITS AND
BRIEFINGS

LEVELOF 
ENGAGEMENT
EVIL HQ
CLIMAX
STUNT SCENE
NEW LOCATION
AND RISK
NEW LOCATION
AND RISK
NEW LOCATION
AND RISK
JAMES FAILS
CREDITS AND
BRIEFINGS
CAPTAIN’S BALL
ARRIVAL BALL EVENING SHOW
VIEW PORT,
EVENING SHOW
VIEW PORT,
EVENING SHOW
FAIRWELL,
SHIP DEPARTS
VIEW PORT

THE SOAP OPERA, AKA OWNING A PHONE
LEVELOF 
ENGAGEMENT
NEW PHONEPHONE CONTRACT BILL BILL BILL BILLBILL

THE EPIC
LEVELOF 
ENGAGEMENT
INTERIOR ADDEDPLANNING THE HOUSE 1ST FLOOR 2ND FLOOR ROOF HOUSE FINISHEDSTART CONSTRUCTION

EXERCISE
15
1. Define your Dramatic Arc
2. Each group member estimates the
engagement of your persona at each
step (numbering all steps help)
3. Mark all ratings on the graph  
(no average values)
4. Evaluate the type of your Dramatic Arc

SATISFACTION VS
ENGAGEMENT
SATISFACTION
ENGAGEMENT
POS.+2NEG.–2
LOW 0 HIGH +5
3 4
21
DEBRIEF

JOURNEY MAP - BACKSTAGE
BACKSTAGE
Tess TESS’ DETAILED DESCRIPTION
Tess / Friend EMOTIONAL JOURNEY
Tess PAIN POINTS
-2
-1
+0
+1
+2
Jetlagged and tired from her business trip
to Shanghai.
Her flight didn't get in until eleven so
she couldn't pick up groceries for the
next day!
Tess has had coffee every morning
since she was in high school.
Café Bean is a new café that sources in
season, direct trade beans. They also
have great selection of chia yogurt
parfaits, baked sweets and fresh fruit. She
checks on her phone to see if they are
open.
Tess lives near Place de la Bastille in
Paris, but works outisde of the city. She
jumps in her car and drives to Café Bean
on the way to work.
Café Bean prides itself on being a
progressive, customer friendly,
community space.
Ali, the café owner talks to Tess about her
trip to Hong Kong.
Tess is a Café Bean regular and loves how
they blend technology with the
experience (pun intended) :)
She orders a coffee and yogurt parfait.
▸ A drip coffee, Guatem
splash of half and ha
▸ Chia parfait with blue
▸ She takes out some c
breakfast.
Café Bean Mobile App
Mobile app shows Tess that Café Bean
is open
Mobile app sends Tess' order to barista
Barista at Café Bean
Barista prepares Tess' order and places
it at the counter
To Do:
Deadlines:
Barista prep
Café Owner
At café Bean an employee is dedicated
to supporting the guest experience from
those folks in line who are trying to log
onto the internet.
Community at Café Bean COPY

TOOLS
EXAMPLE
Customer action triggers internal 
processes of front-stage staﬀ

TOOLS
EXAMPLE
Customer action triggers internal 
processes of back-stage staﬀ
BACKSTAGE PROCESSES

TOOLS
EXAMPLE
Back-stage staﬀ triggers external 
process in a diﬀerent department

TOOLS
EXAMPLE
External department triggers 
third-party process

TOOLS
EXAMPLE
Third-party/external department 
triggers certain customer action

TOOLS
EXAMPLE
Customer action triggers an  
automated support process

TOOLS
EXAMPLE
Customer action triggers a series of 
internal/external and 
Manual/automated micro-interactions

ANDTHISISJUSTASIMPLEEXAMPLE

EXERCISE
15
1. Go through your journey step by step and
add potential backstage processes
(triggered by a step or by other backstage
processes)
2. Write down the process as well as the
internal/external stakeholder responsible
for this process

THANKYOU
Questions? Workshops? Interest? 
steini@morethanmetrics.com 
@steini_mtm 
slides: Schneider / Steingress / Stickdorn / Titz

Workshop RoX2017 Customer Journey Mapping

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