Customer Journey Mapping Research Report
2 likes449 views
This document summarizes a research report on software and techniques used for customer journey mapping. It conducted a global survey of 150 professionals and 14 in-depth interviews. The survey found that the most common data sources for journey maps were interviews with users and customers. The most popular software for research were Microsoft Excel/Google Sheets. For journey mapping, the most used complementary tools were Google Sheets/Excel, Docs/Word, and Slides/PowerPoint.
Customer Journey Mapping Research Report
- 1. Customer Journey Mapping Research Report 2019 A study on software and techniques used when working with customer journey mapping.
- 2. contents Executive Summary Study Participants Survey Results Data Sources for Customer Journey Maps Complementary Techniques Software for Research Findings Complementary Software .............................................................................................. .................................................................................................. ............................................................................................................ ................................................ ..................................................................... ............................................................... ........................................................................ ....................................................... ............................................................... ........................................................ ................................................. ............................ ........................... .............. ..................... ... Highlights from In-Depth Interviews Digital vs Non-Digital Software Customer Journey Map as a Living Document Increasing Journey Map Credibility with Data & Analytics Connecting Research Findings to the Journey Map Visualizing Marketing Campaigns Keeping a Balance Between Design and Content Communicating Customer Journeys Putting a Customer Journey Map into Action 03 15 04 10 11 12 13 14 17 18 19 20 21 22 24 25
- 3. This research aims at investigating the software used by organizations for storing and processing quantitative and qualitative research data, building customer (user, employee) journey maps, and communicating and implementing research findings. Note that it is not a comparison of journey mapping software per se. Rather it is an overview of complementary software within the customer journey map framework. 150 professionals and 14 in-depth interviews. Executive Summary The report is based on a global survey of 03UXPRESSIA CJM Research Report 2019 |
- 5. The survey was sent to 150 customer experience professionals from the following countries: Austria, Australia, Bulgaria, Canada, Denmark, Estonia, France, Germany, Greece, Ireland, Italy, Latvia, Lithuania, Netherlands, Poland, Romania, Spain, Sweden, Switzerland, United Kingdom, United States. Survey 05UXPRESSIA CJM Research Report 2019 |
- 6. What is your current role? UX Professional CX Professional Product/Project Manager Consultant Research Sales/Marketing Student HR Business Owner Non-profit Other 20.4% 15.6% 13.2% 12.6% 7.2% 5.4% 4.2% 2.4% 1.8% 0.6% 16.8% 0 255 10 15 20 20.4% of respondents were UX professionals, followed by CX professionals and Product/Project Managers. Respondents’ Positions 06UXPRESSIA CJM Research Report 2019 |
- 7. What industry/project do you create journey maps for? 17% 12% 10% 9% 6% 6% 6% 5% 4% 4% 3% 3% 2% 14% Te c h n o lo g y ,m o b ile a n d d e sk to p so ftw a re ,S a a S M u ltip le in d u strie s* B a n k in g ,F in a n c e ,F in te c h H e a lth c a re A d ve rtisin g , D ig ita l m a rk e tin g ,M e d ia T ra ve l & To u rism , E n te rta in m e n t,H o sp ita lity R e ta il,E c o m m e rc e ,C o n su m e r g o o d s A u to m o tive ,D e a le rsh ip E m p lo ye e Jo u rn e y ,R e c ru itm e n t In su ra n c e E d u c a tio n a n d re se a rc h R e a l E sta te B 2 B O th e r** 0 5 15 10 20 * Respondents mentioned working with more than one industry ** ‘Other’ included logistics, medical devices, public sector, utilities, telecommunications products, ICT. 07UXPRESSIA CJM Research Report 2019 |
- 8. Follow-up Interviews When recruiting for follow-up interviews, we initially tried to cover different job roles and industries. Pilot interviews revealed that the responsibilities and duties of people with the same job role vary greatly across different companies. The size of the company influences the communication style and how insights are shared with the team. Also, the process of creating a customer journey map and making changes based on it are different for product teams and companies that work for external clients. Based on these criteria, we selected interviewees from the pool of survey participants and supplemented this group with other UXPressia users when no one from survey participants matched the criteria used in the survey. 08UXPRESSIA CJM Research Report 2019 |
- 9. Organization types: Business size: finance, B2B, healthcare, entertainment, software development, logistics, multiple industries (agent), government. Industries: 7 product teams 5 agencies 1 governmental service Sizewise, we spoke to people from one-man, small and mid-sized businesses, as well as corporations with thousands of employees. 09UXPRESSIA CJM Research Report 2019 |
- 10. Survey Results
- 11. Before asking survey participants to list specific software, we inquired about the sources where respondents gather information for their customer journey maps: brainstorming results, research findings, support logs, etc. We assumed that respondents’ preferred data collection techniques influence the choice of complementary software. * Under 'Other' the respondents suggested the following: information research, return-path data, journey workshops mixing customers and tech, internal operational data, progress and service blueprints, voice of customer data and market research documentation ** This was a multiple-choice question and we randomized the answer order. 0 10020 40 60 80 Interviews with users and customers Your own ideas and hypotheses Team discussions Observation Online surveys Web analytics Usability testing Support requests from customers Other* 85.9% 71.8% 70.5% 62.4% 49% 47% 37.6% 36.2% 4.7% Data Sources for Customer Journey Maps What data sources do you use for journey mapping? 11UXPRESSIA CJM Research Report 2019 |
- 12. We also asked the participants to pick other service design techniques, frameworks, and methods which they use along with journey mapping as they also influence the choice of software. This was a multiple-choice question and we randomized the answer order. * Under 'Other' the respondents suggested the following: Double Diamond, NPS, ecosystem mapping, art of opportunity and blue ocean strategy mapping Ideation, behavioral groups, jobs to be done, design thinking, and lean startups as overall methodologies, user research (interviews) Complementary Techniques What service design techniques, frameworks, and methods do you use along with journey mapping? Mind Mapping Service Blueprinting Design Brief Design Scenarios Moodboards User Shadowing User Diaries Service Safari Other* Experience Prototyping Personas Brainstorming Usability Testing Business Model Canvas 82.6% 65.8% 43.6% 36.2% 36.2% 30.2% 30.2% 26.8% 24.8% 20.8% 16.8% 15.4% 3.4% 6% 0 10020 40 60 80 12UXPRESSIA CJM Research Report 2019 |
- 13. Software for Research Findings 11% 10% 6% 4% 4% 3% 3% 3% 3% 3% 0 12102 4 6 8 Microsoft Excel/ Google Sheets Top 10 software for research according to 47,8% of participants. The survey included two questions about specific software. The first question focused on the software used solely during the research phase for collecting data and storing and analyzing the findings. According to the survey, 52.2% of respondents do not use any software for researching, storing and analyzing their findings. * This was an open question 13UXPRESSIA CJM Research Report 2019 | Data available in the full report
- 14. 0 6010 20 30 40 50 Google Sheets / Excel Google Docs / Word Google Slides / Power Point Notebook and pen Sticky notes Slack Jira Sketch InVision Trello SurveyMonkey Dropbox Adobe XD Evernote Hotjar Miro Tableau Asana Airtable Zapier Notion Usabilla 52% 48% 45% 40% 39% 28% 28% 28% 28% 26% 25% 16% 15% 14% 14% 11% 9% 9% 7% 6% 4% 3% What other tools do you use when working with CJMs? Complementary Software The second software-related question contained two parts. First, we asked an open question about the tools that participants used on a regular basis to elicit unprompted answers. After that, we asked respondents to select items from the multiple choice list of industry-standard software in case they missed some tools when answering the first part of the question. We also listed a notebook and pen as an option and this non-digital method proved quite popular. The first question did not include UXPressia which would be an obvious choice since the respondents were active UXPressia users. So the tool is not featured in the results on the right. * Combined answers to the open-ended and multiple-choice questions 14UXPRESSIA CJM Research Report 2019 |
- 15. About UXPressia is an online tool for customer journey mapping, creating personas and impact maps. It is an optimal balance between sticker-and table-based solutions with an intuitive drag and drop interface and plenty of customizable features. UXPressia contact@uxpressia.comFacebook Twitter Linkedin Pinterest Download the full report