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Five Essential Components of Effective Customer Journey Maps

By Anna Tol, Alessandra Villano, Shi Yan & Coco Ye

Journey Map | Team Presentation Team 5


Basic Principles of a Journey Map

● Compressed visualization of a thorough CX

● Easy to visualize

● Intended further comprehend customer’s

thoughts / actions

● Enforces thoughtful / valuable business decisions


Key 1: Shape Customer’s Point of View

● Use customer evidence as the basis for journey map

● Conduct specified research to create impartial

understandings of customer’s journey

● Maps should be created for specific target customers


First Step to Start a Journey Map

● Create a hypothesis with pre-researched data

on employee knowledge

● If information is very in depth / rich, a hypothesis

journey map may be everything you need.

Key 2: Perception of Experiences


● Goals, needs and expectation

● Purpose

● Actionable journey

○ Positive and Negative emotions

○ Context customer behaviors, goals and expectations

● Businesses use data to identify opportunity areas


Example

● Pain points

● Optimal level

of ongoing

investment

● Qualitative and

quantitative

research

Key 3: current or future journey across multiple touchpoints

● Silo: optimizing channels, touchpoint and UX

● Customers see all interactions as connected

● Effective customer journeys maps help:

○ Gaps in UX between touchpoints

○ Impact of gaps

○ Provide insights




● Tool vizualizing UX across channels and touchpoints

● Key strategic CX planning tools


● More talking points


Key 4: Incorporate performance indicators

● Many customer journey maps leverage qualitative insights

to visualize customers’ emotional highs and lows.


Key 4: Incorporate performance indicators

● Net Promoter Score

● Customer Satisfaction Measures

● Measures of effort

● Measures of importance, helpfulness


Key 5: Visualized the customer journey


● Journey elements and the ability to visualize your map in

a way that will inform and engage your target audience.


Key 5: Visualized the customer journey

Conclusion

● Place yourself in customer’s shoes

● Capture all feelings

● Connect everything

● Quantitative research tells truth

● Use Feasible deliverables


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Art & Photos