How to make a customer journey map

The basics about customer journey mapping

What is a customer journey map?

A customer journey map is a visual representation of the process a customer or prospect goes through to achieve a goal with your company. 

Why would you want to make a customer journey map?

There are several reasons for making a customer journey map:

  • It helps to focus your company's activities on external results and motivations instead of internal results and motivations.
  • It aligns your efforts for the customer with company goals.
  • You can get acquainted with new customer groups, their needs and worries.
  • The visual representation of the map helps in avoiding confusion about what the purpose and needs of the customer are.
  • The customer journey map helps in expanding your experiences with the customer from day to day interactions to a more holistic view.
  • The customer journey map is fact based and will avoid making assumptions about what we think a customer wants. It will instead provide you with a fact based insight in what the customer does, want and feels.

“You can’t transform something you don’t understand. If you don’t know and understand what the current state of the customer experience is, how can you possibly design the desired future state?” – Annette Franz

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How to make a customer journey map

Step 1. Determine context

Do you know who the customer is whose journey you are mapping? You can use persona's to determine the context. You need to know what motivates your customer. You also need to know what the objectives of your company are and which ones you want to improve on in this map. This will help you in determining why you need to map this particular customer journey for this particular personal. Be strict with yourself about how many persona's and goals you want to reach in one customer journey. In this case less is better. You need to involve your stakeholders early on to ensure the necessary resources.

Step 2. Analyze data 

This is done with both quantitative and qualitative data. Be sure to get your data and focus it on the personal you defined in step 1. 

Step 3. Draw the customer journey map

Making a customer journey map is a group effort. You always start by defining a time line and phases in the customer journey. Next are the actions, motivations, emotions and barriers customers experience during their journey. 

Customer journey map

Step 4. Iterate and improve

You will see during the mapping of the customer journey that you will need extra insights. This is the moment to get them and fill in the gaps. One of the best ways to do this is by gathering data and taking the customer journey yourself. Work with your team to brainstorm solutions and keep your stakeholders informed and involved. These solutions can involve different types of actions:

  • Writing better content
  • Improving products
  • Developing new products
  • Developing new apps or tools
  • ....

You will need your stakeholders for the next phase of prototyping and testing your solutions. I will take you a through the next steps of the customer journey in later blogs. I hope you enjoyed this one.


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