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    Journey Mapping Web

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    EmanuelaNicolai
    This document outlines the five competencies of customer journey mapping: persona, journey, measure, innovate, and insights. It discusses how to build customer personas, map customer journeys visually, find key moments that impact metrics, brainstorm innovations, and glean insights from stories and data. The goal of customer journey mapping is to illustrate customers' processes, needs, and perceptions throughout their relationship with an organization.

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    © All Rights Reserved
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    Journey Mapping Web

    Uploaded by

    EmanuelaNicolai
    56 views26 pages
    This document outlines the five competencies of customer journey mapping: persona, journey, measure, innovate, and insights. It discusses how to build customer personas, map customer journeys visually, find key moments that impact metrics, brainstorm innovations, and glean insights from stories and data. The goal of customer journey mapping is to illustrate customers' processes, needs, and perceptions throughout their relationship with an organization.

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    5 competences for journey mapping

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    This document outlines the five competencies of customer journey mapping: persona, journey, measure, innovate, and insights. It discusses how to build customer personas, map customer journeys visually, find key moments that impact metrics, brainstorm innovations, and glean insights from stories and data. The goal of customer journey mapping is to illustrate customers' processes, needs, and perceptions throughout their relationship with an organization.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    56 views26 pages

    Journey Mapping Web

    Uploaded by

    EmanuelaNicolai
    This document outlines the five competencies of customer journey mapping: persona, journey, measure, innovate, and insights. It discusses how to build customer personas, map customer journeys visually, find key moments that impact metrics, brainstorm innovations, and glean insights from stories and data. The goal of customer journey mapping is to illustrate customers' processes, needs, and perceptions throughout their relationship with an organization.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 26

    The 5 Competencies of

    Customer Journey Mapping


    Léonie Brown
    CX STRATEGIST SME // QUALTRICS
    @LeonieBrownCX
    without data, IT’S JUST A STORY
    without a story, IT’S JUST DATA
    JOURNEY

    MEASURE
    MAPPING

    PERSONA INNOVATE

    getting started with BUILD A CUSTOMER PERSONA

    journey mapping BUILD A CUSTOMER JOURNEY

    RECRUIT YOUR MAPPING TEAM

    FIND THE MOMENT THAT MATTERS

    INNOVATE & MEASURE

    4
    5
    customer JOURNEY
    CUSTOMER JOURNEY MAPPING
    …visually illustrates customers’ processes,
    needs & perceptions throughout their interaction
    and relationship with an organization
    CUSTOMER JOURNEY MAPPING
    …visually illustrates customers’ PROCESSES,
    needs & perceptions throughout their interaction
    and relationship with an organization
    CUSTOMER JOURNEY MAPPING
    …visually illustrates customers’ PROCESSES,
    NEEDS & perceptions throughout their interaction
    and relationship with an organization
    CUSTOMER JOURNEY MAPPING
    …visually illustrates customers’ PROCESSES,
    NEEDS & PERCEPTIONS throughout their interaction
    and relationship with an organization
    the four “i”s of INSIGHTS

    journey mapping IMPACT

    ISSUES/OPPORTUNITIES

    INNOVATION

    14
    CUSTOMER PERSONAS

    Who are they really…


    • Name
    • Age
    • Job Role
    • Family Status
    • Professional Goals
    • Personal Goals
    15
    CUSTOMER PERSONAS

    • Help you build a deeper


    understanding of your customer

    • Derive from insights,


    demographic data, interviews…

    • May have 1, 5, even 20 or more

    • B2B may have multiple


    customers (and hence
    personas) for each opportunity
    and for relationship surveys
    16
    Diana
    • Early thirties, living in London,
    in a stable relationship, no children.

    • Working for DSS (Insurance Company)


    as an analyst

    • Seeking excitement and multicultural


    experiences, like to build relationships
    and passionate about foreign cultures.

    • Wants to spend less time juggling data


    and more time putting together useful
    insights
    Choosing a customer journey for mapping

    CUSTOMER
    ONBOARDING MAINTAIN USE/OWN RENEWAL
    Taking out insurance Taking the car to the Buying a ticket Insurance
    dealership for service
    Buying a car Making a claim Magazine subscription
    A support call for
    Applying for a loan technical help Using my phone Buying a new car
    handset
    Setting up a loyalty Changing address Upgrading service

    card account

    18
    MULTIPLE MAPPING

    one persona, many journeys

    • When you want to focus on highly


    valuable customers to your business
    or when you want to focus on your
    largest base of customers

    • When you want to map the entire


    ‘lifecycle’ of the customer

    19
    MULTIPLE MAPPING

    buy one journey, many personas

    When the journey itself is more


    important than the individual customers
    passing through it (i.e.: complete
    compliance required)

    20
    Building a ROLES

    FRONTLINE STAFF
    mapping team
    DAY-TO-DAY MANAGEMENT

    CORPORATE TEAMS

    HR

    BUSINESS SUPPORT FUNCTIONS

    22
    the moment MAXIMUM IMPACT DURING THE
    EXPERIENCE – NEGATIVE OR POSITIVE
    that matters
    IN THAT MOMENT, WHAT ARE THE
    PEOPLE/THINGS/PROCESSES INVOLVED

    AND WHAT METRICS ARE IMPACTED –


    NPS, CSAT, CLV

    WHAT DATA DO WE ALREADY HAVE?


    23
    innovation BRAINSTORM

    FILTER

    ASSESS

    TEST…IS IT FEASIBLE, VIABLE, DESIRABLE?

    24
    JOURNEY

    MEASURE
    MAPPING

    PERSONA INNOVATE

    getting started with BUILD A CUSTOMER PERSONA

    journey mapping BUILD A CUSTOMER JOURNEY

    RECRUIT YOUR MAPPING TEAM

    FIND THE MOMENT THAT MATTERS

    INNOVATE & MEASURE

    25
    without data, IT’S JUST A STORY
    without a story, IT’S JUST DATA

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