Customer journey mapping

Key Questions

What do customer journeys of key customers/clients look like, and what does this indicate about how they should be interacted with across different channels? Where are the most significant opportunities for building a better customer experience?

 

Steps

  • Gain understanding of objectives for the product/service and for the customer journey mapping itself
  • Review customer behavior research to gain understanding of current customer experiences (existing client insights as well as desktop research)
  • Identify main channels and respective customer touch points
  • Sketch journey maps
    • Define personas representing different key customer segments and their needs, lifestyle, etc.
    • Define customers key influencers (e.g. friends, colleagues)
    • Illustrate channels and touch points, including usage context and interaction
    • Identify timing for each phase in the purchase cycle, e.g. purchase, renewal, etc.
    • Identify ‘moments of truth’, such as a positive experience that influenced the customers’ attitude towards the brand
  • Derive comprehensive implications for brand communication by highlighting pain points and uncovering the most significant opportunities for building a better customer experience
  • Support in the optimization of brand communication based on identified customer journey insights

 

Results

  • Comprehensive insights identifying key opportunities for strengthening long-term customer relationships
  • Internal consensus and shared customer understanding to facilitate decision-making

 

Digital customer journey mapping

Customer journey mapping – Digital customer journey mapping

 

Customer journey mapping

Customer journey mapping – Customer journey mapping