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How To Build A Successful Customer Journey Map

Company Executives

Customer journey maps are discussed frequently in articles and blogs online and in offices around the world. People understand the value journey maps bring to companies and how understanding the customer experience can earn their loyalty. We know the why, but not every company knows how to make a customer journey map. In her recent article, Nancy Porte acknowledges that there is no singular right way to build a customer journey map, but she offers the following five tips based on her own experiences building a successful journey map.

1) Decide What Kind Of Map You Need: The two main options are a detailed map that focuses on one event in the journey, or a “holistic” map that goes over the entire customer journey from beginning to end. Porte recommends talking the holistic approach in an effort to gain the customer’s entire view of the company.

2) Start And End With The Customer’s Perspective: No matter which approach you take, it is important to base your map on the customer’s perspective on your company and not your internal views of it. Failing to utilize customer insight can lead to issues with the customer experience process that you wouldn’t have foreseen basing your mapping strictly on internal viewpoints and knowledge.

3) Don’t Reinvent The Data Wheel: It is perfectly fine to use data from your existing programs instead of trying to bring in brand new technology specifically for the customer journey mapping project. There’s a lot of helpful information from the existing data your company has gathered via customer interviews and surveys, which can be used as a great base when planning new surveys and interviews.

4) Get Executive Buy-In: Like project plans in any other department, communicating with executives and stakeholders is important to ensure they fully understand the goal of the journey map and the ROI the company will receive from it. Once there is full buy-in, it’s important to maintain consistent communication of project updates with relevant information. Random data alone is not enough, the information needs to be big picture and directly related to them and the progress of the company.

5) Keep It Under Control: Customer experience teams will want to put as much information on the journey map as possible, but the issue is that the map can easily become convoluted. Porte says that if you need to explain the map with a voiceover for people to understand it, there’s too much information on it. Instead, make the focal points the moments that will have the biggest impact on the customers. Showing key portions of the journey that yield the biggest emotional touchpoints for your customers will help better tell the customer journey as a story and make it more relatable and real to those outside of the project itself.

This blog post is based on an article from CustomerThink. To read the original article, please click the link below:

A Tool For Positive Change: Five Tips for Building a Customer Journey Map – Nancy Porte

 

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