Page History

There are various additions or modifications on how one can produce a Customer Journey Map. However the basic steps to developing an effective Customer Journey Map are as follows:

1. Identify the Persona/Point of view: There can be numerous types of users who come into contact with your product or service. The Customer Journey Map should focus on one.
2. Identify the Scenario/Goal: Choose one scenario or one goal which would cause your previously identified Persona to interact with your product/service.
3. List the Stages/Phases: Based on the Scenario/Goal you’ve identified, list all the stages of the journey that the Persona would take to reach their Goal. It is important to list these from the customer’s perspective and not your own.
4. List Actions, Mindsets and Emotions: The key component of the story being told by the journey map is what the Persona is doing, thinking and feeling. Under each phase list the actions the customer is taking along with the associated thoughts and feelings. This information should be gathered from research collected through methods such as Contextual Inquiries, Field Data and Diary Studies.
5. List Touchpoints and Channels: The map should correlate all touchpoints and channels with the goals and/or actions of the customer. This helps to identify areas of potential communication/service breakdowns.
6. Identify Opportunities for Improvement: Use the insight you gathered to point out occasions where you can improve the customer experience and assist them in accomplishing their goal.