Customer journey maps: the Why and the What
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Journey maps are essential tools for organizations, aligning teams and fostering a common focus to enhance customer experience, which is increasingly vital for competitive advantage. They help organizations understand the reasons behind customer behaviors, visualize customer experiences through detailed steps, and highlight opportunities for improvement. By incorporating multiple perspectives, journey mapping aids in recognizing and addressing pain points in the customer journey.
Customer journey maps: the Why and the What
- 1. The Why & The What JOURNEY MAPS
- 2. AGENDA ◊1. WHY USE JOURNEY MAPS ◊2. AN EXAMPLE JOURNEY MAP JOURNEY MAPS © More Than Metrics
- 3. WHY? JOURNEY MAPS © More Than Metrics
- 4. Brings Teams and Organizations Together: Journey Mapping can align the different departments or perspectives within a compa- ny or across organizations and create a common focus. Competitve Advantage: 89% of companies expect to compete mostly on the basis of customer experience by 2016 – vs. 36% four years ago. * Gartner Research, 2015 Increases Revenue: Poor customer experiences result in an estimated $83 Billion loss by US enterprises each year because of defections and abandoned purchases. Forbes, 2013 7 REASONS TO USE JOURNEY MAPS JOURNEY MAPS © More Than Metrics
- 5. Zoom Out: Journey Maps help you get outside of your organization’s perspectiveand look at your organization or product from multiple points of view. You can create a journey map from that of the customer, of your employees or external stakeholders. Regardless of the perspective, taking a moment to Zoon out can help you actually understand the problem you‘re trying to solve. Understand Why: Organizations know when something is going wrong through metrics, however, they have a hard time figuring out WHY. Journey Mapping helps us get at the why because it highlights moments of opportunity/moments or intervention. 7 REASONS TO USE JOURNEY MAPS JOURNEY MAPS © More Than Metrics
- 6. Customers influence each other: Customer power has grown, as 73% of firms trust recommendations from friends and family, while only 19% trust direct communication. Forrester report:“Consumer “Ad-itudes” Stay Strong”, 2012 Not only do people expect it but they are willing to pay for it: 86% of consumers will pay more for a better customer experience. RightNow Customer Experience Impact Report, 2011 7 REASONS TO USE JOURNEY MAPS JOURNEY MAPS © More Than Metrics
- 7. JOURNEY MAPS Visualize the experience of a person or a group of people as a sequence of steps. JOURNEY MAPS © More Than Metrics
- 8. 5 6 7 8 TESS 1 4 This is just a high-level perspective … 2 3 9 JOURNEY MAPS © More Than Metrics
- 9. Each step or touch point can be separated into smaller steps … 7 SEND A TEXT SCANNING INSTAGRAM OPENS ORDERING APP UPDATE PROFILE COFFEE POINTS ON APP SOFTWARE UPDATE JOURNEY MAPS © More Than Metrics
- 10. The story of Tess and her cup of coffee … A cup of coffee is a product, right? JOURNEY MAPS © More Than Metrics
- 11. Tess wakes up1 1 TESS JOURNEY MAPS © More Than Metrics
- 12. 21 She realizes she is out of coffee and milk 2 TESS JOURNEY MAPS © More Than Metrics
- 13. 21 3 She decides to go to Café Bean for coffee 3 TESS JOURNEY MAPS © More Than Metrics
- 14. 21 3 4 She drives her car to Café Bean 4 TESS JOURNEY MAPS © More Than Metrics
- 15. 32 4 5 TESS Steps inside Café Bean and waits in line 5 JOURNEY MAPS © More Than Metrics
- 16. 43 5 6 She chats with the owner and tastes a sample of a muffin 6 TESS JOURNEY MAPS © More Than Metrics
- 17. 54 6 7 TESS She places an order on her smart phone 7 JOURNEY MAPS © More Than Metrics
- 18. 65 7 8 TESS She arrives to the counter with her cup of coffee and parfait waiting for her 8 JOURNEY MAPS © More Than Metrics
- 19. 76 8 9 TESS She sits down and enjoys a cup of coffee 9 JOURNEY MAPS © More Than Metrics
- 20. 1 42 3 5 6 87 9 JOURNEY MAPS © More Than Metrics
- 21. VISUALIZE CUSTOMER EXPERIENCE JOURNEY MAPS © More Than Metrics