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2. Content
Creating a Framework for the Map
Analyze the Map
Evaluate the Experience
Customer Journey Mapping Example
Scope of Customer Journey Map
2
3. Scope of Customer Journey Map
› Focus on the key things you want to achieve for your business
› A good Customer Journey Map should provide valuable insights into
your business
› Add text here
Decide your Objectives
› Take a strategic look at your business and pinpoint areas in your existing
customer journey where you can see obvious opportunities to
differentiate
› The more targeted your Customer Journey Map, the quicker you’ll be
able to implement changes and see results
› Add text here
Identify areas of Opportunity
› Multinational business should concentrate on a particular region at a time,
starting with the ones where there’s the biggest opportunity for improvement
or biggest market
› By tackling regions one by one, you will not only discover the specific needs
of each market, but also find common ground with other regions
› Add text here
Focus on Global regions sequentially
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4. Creating a Framework for the Map
User Experience
Actions
Motivations
Questions
Pain Points
Overall Satisfaction
Customer
Experience
Ideas for
Improvement
Recommendations
Positive
Negative
Neutral
Awareness/ Discovery Consideration/ Research Decision/ Purchase Post-Experience
Touchpoints Your Text Here Your Text Here Your Text Here Your Text Here
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Stage
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5. Analyze the Map
Stage
Awareness
Consideration
Decision
Customer Process
Facebook Posts Browsed Facebook & stumbled upon a cost by your child care center
Facebook Page Browsed through the posts & photo albums on Facebook Page
Website Searched & arrived at your school website via mobile phone
Email Enquiry Signed up email enquiry
Phone Call Scheduled a phone call to find out more
School Tour Asked about school curriculum
Sign Up Considered the location & price. Decided to enroll after comparing
Delight Referral Referred a friend after 2 months
ExperienceTouch Point
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6. Evaluate the Experience
Enter Dealership
& Be Welcomed
Determine
Requirements
Present
Vehicles
Arrange
Test Drives
Select &
Configure Car
Receive
Configuration Report
Positive
Negative
Neutral
Welcome at Local
Dealership
Matching
Desires
Car
Presentation
Product
Trial
Configuration Car,
Services & Accessory
Configuration
Report
Local sales rep welcomes the
entering customer & offers
support when needed
A conversation that determine the
requirements the customer is
looking for & describes the supply
the dealership is offering
Local sales rep presents the supply
of the UMG corresponding to the
requirements the customer has
made in the step before
Product trial describes a
typical test drive
When the customer is seriously
interested in a specific car, he has to
choice the required settings. This
configuration will be made by the sales
rep according to the wishes of the
customer
If the customer doesn’t want to
order directly, he can receive a
configuration report that
summarize the settings of the
configured car. When the
customer will come back to order
this step has not to be repeated
17%
of your customer
touchpoints are Pain
points
of your
customers are
pleased
of your internal processes are affected by pain
points of this customer journey
1Welcome at
Local
Dealership
Car
Presentation
Product Trial Matching
Desires
Feelings Importance
Importance&Feelings
50%
The customer gains actually the first experience with
his potential new car. This test drive may have a
great impact on the buying decision
Moment of Truth
Best Practice
There are some customers which are searching for an
alternative way to purchase a car. When there are
available just cars to rent or to buy, some customers
don’t find a matching offer
Pain Point
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7. Customer Journey Mapping Example
RESEARCH
COMPARISON
WORKSHOP
QUOTE
SIGN-OFF
How do I make an app?
What platform should I use?
How much does it cost?
Add text here
Curious, Protective,
Enthusiastic, keen to rush in
Be present, ensure that we are found. Give confidence in
us as a company & give them reason to contact us
How do I know the app will be successful?
Who will be the product owner/ decision maker?
Add text here
Eager inspired, Has a new
comprehension of the workload
required
Get ready to really understand what is involved-that
nothing is overnight success. Establish that we will be
there to guide them through process
How does this compare?
What offer business opportunities do I have
Do I really want to take this leap?
Add text here
Revisiting prior ideas or options,
Justifying their decisions with
business partners or family,
Validating internally that it is the
right move to make
Display why we are the best team for the job & justify our
pricing with substantiated information. Welcome
Questions
What else do I need to do to set up the business?
When will I get my finished product?
Add text here
Optimistic, Nervous/ anxious,
keen to see results ASAP.
Set clear expectations. Keep them informed with relevant
information. Communicate frequently. Ask for feedback on
how we’re doing to ensure everyone is happy & on the
same page
B2B Customer Journey Map
TYPICAL QUESTIONS EMOTIONS/ FEELINGS WE NEED TO….
What should I look for in an app developer?
Cost vs Quality
Who have they worked with before?
Add text here
Explain the process of app development, best practices &
show our past success stories, Be open, Honest
Discretionary, Subjective,
Unsure, Weighing up pros and
cons – usually focused around
time, money & quality
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8. Customer Journey Mapping Example
Sales calls
Free Trial
Website
Technical Team
Business/ Goal setting
Free Trial Guide
Free Trial
Admin Training
Team Training
Documentation
Renewal Discussions
Customer Care Calls
Customer Emails
User Forum
Customer Experience
FRUSTRATIONS
› Lack references
› Lack documentation
› Deployment appears complex
› Deployment doesn’t match pre-
sales promises
› Free trial confusing
› End users struggling
› Help center hard to use
TOUCH
POINTS &
SCORECARD
Recommendations
METRICS
› Opportunity Win %
› Sales Sat Rating
› Days to Deploy › Key Feature Usage %
› Health Score
› Seat Utilization %
› Health Score
› NPS
› C%
Improvement
Opportunities
1. Create deployment playback
2. Reference program
1. Better Sales & CS alignment
2. Improve free trial walk through
1. Re-launch end user training
2. Evaluate help center Search
feature
1. Hire customer marketing manager
2. Start tracking ticket response metrics
3. Increase frequency of check-ins
LIFECYCLE STAGE
› Why only call us just prior to renewal?
› Why so slow responding to tickets?
› Your user portal is not intuitive
Pre- Sales
(30 - 90 days)
Onboarding
(21 - 35 days)
Education
(14 - 21 days)
Support
(Lifetime Average
= 4 years)
Customer Journey Map for Software
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11. Financial
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Medium
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Maximum
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Minimum
60%20% 49%
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12. Mind Map
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13. Puzzle
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14. Venn
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15. Target
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16. Name Here
Designation
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Our Team
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