“Walking a mile in another man’s shoes”. Customer Journey Mapping is a document; a layout of the customer’s experience with a product, service company or brand over time and through multiple avenues. It is a way for you to see the overall effect of your product/service/company through the eyes of your customer.
As the providers of a product or service, we tend to see the process from our point of view only. We can be unaware of what emotions the customer is experiencing and what part of the journey is the catalyst for those feelings. Emotions are the motivating force of many actions and choices.
Customer Journey Mapping provides us with valuable insight into the customers’ emotions. This is the platform from which we can build develop improvements to enhance the customer experience, guide them through their journey and ultimately help them to achieve their goal in interacting with us or our product.
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:
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Persona/Point of View: A type of customer that interacts with your product/service.
Scenario/Goal: The situation which is the ultimate reason that the customer will interact with your product/service.
Touchpoint: Each instance in which a customer “touches” or interacts with your product/service during the Scenario is a touchpoint.
Channel: The method of communication or interaction with which the customer is able to interact with the product or service.