Mapping the customer journey, ISITE Design 2011

Editor's Notes

• #3: A customer journey is a visual way of describing the everyday experience that your customers have when they do business with you. er journey mapping builds a mirror and enables us to question why we do the things we do. It makes things visible, which might have been right in front of us, but were so familiar we did not notice them or question them. It never occurred to us we could change them. It brings knowledge, already embedded in the organisation, to the surface and makes explicit what is implicitly already there.
• #4: Http://www.flickr.com/photos/tahini/4048806970/At its heart, customer journey maps are data visualizations that show the aggregate experience of a certain type of customer for a business. Journey maps illustrate how someone does business with you. As a framework for modelling and redesigning services and interactions. • To reveal the real and informal touchpoints of a service. • In order to identify and design-out non-value adding steps and duplications of effort etc. • To design-in better process interfaces with the right people, resources and organisations• To unlock opportunities for people to help themselves when appropriate. • As an approachable user-engagement technique that helps people to structure their thinking about their experiences. • An insight tool for managers and as a counterpoint to the familiar operational process maps that they use. • An audit tool from which user experience metrics (MyMetrics) can be developed. • A planning and training solution as part of service production (or delivery)
• #6: Mapping journeys is one of the simplest and most useful approaches to understand services, gaps in service, and to identify and design opportunities for improvement and innovation. Edutexthttp://www.edutxt.co.uk/preloginjsp/edutxt/customer_journey.jsp
• #8: Mapping journeys is one of the simplest and most useful approaches to understand services, gaps in service, and to identify and design opportunities for improvement and innovation. Edutexthttp://www.edutxt.co.uk/preloginjsp/edutxt/customer_journey.jsp
• #10: http://www.getallyourducksinarow.com/images/customer-journey.png
• #11: Mapping journeys is one of the simplest and most useful approaches to understand services, gaps in service, and to identify and design opportunities for improvement and innovation. Edutexthttp://www.edutxt.co.uk/preloginjsp/edutxt/customer_journey.jsp
• #13: Customer’s words; their emotions, their language and taxonomy, their passions.
• #14: Capture emotions, the customer’s moments of truth, when decisions are made.
• #15: Jason Hobbshttp://www.boxesandarrows.com/person/122-jasonhobbs
• #16: Actions: What is the customer doing at each stage? What actions are they taking to move themselves on to the next stage? (Don't list what your company or partners such as retailers are doing here. That will come later when we look at touchpoints)Motivations: Why is the customer motivated to keep going to the next stage? What emotions are they feeling? Why do they care?Jason Hobbshttp://www.boxesandarrows.com/person/122-jasonhobbsKent K. Barnes / kentkb" and link the credit towww.kentkb.com.Identify and describe customer needs across the full lifecycleIdentify all current activityIdentify gaps Evaluate the success of current touch points Map business needs (repeat steps 3 and 4)Assess transitions between gapsFill the gaps Design for cross channel experiencesCommunicate across “landscape”Measure effectiveness
• #18: Focus on a single personaJourneys occur over timeAlign real-life activities with business Document real-life behaviors, regardless of channel.Http://www.flickr.com/photos/tahini/4048806970/At its heart, customer journey maps are data visualizations that show the aggregate experience of a certain type of customer for a business. Journey maps illustrate how someone does business with you. As a framework for modelling and redesigning services and interactions. • To reveal the real and informal touchpoints of a service. • In order to identify and design-out non-value adding steps and duplications of effort etc. • To design-in better process interfaces with the right people, resources and organisations• To unlock opportunities for people to help themselves when appropriate. • As an approachable user-engagement technique that helps people to structure their thinking about their experiences. • An insight tool for managers and as a counterpoint to the familiar operational process maps that they use. • An audit tool from which user experience metrics (MyMetrics) can be developed. • A planning and training solution as part of service production (or delivery)
• #19: Jason Furnell
• #21: Jason Hobbshttp://www.boxesandarrows.com/person/122-jasonhobbsKent K. Barnes / kentkb" and link the credit towww.kentkb.com.http://www.flickr.com/photos/gnuckx/4694547235/http://www.flickr.com/photos/laughingsquid/3666838524/"Scott Beale / Laughing Squid" and link the credit to laughingsquid.com.