Why should you do journey mapping in the first place? Learn the high-level pros of journey mapping and understand the why before you jump in.
- A map is about getting from point A to point B, right? Yes and no. Some maps are created to show us the geographical distinctions of certain areas. Some are created to show us information, like population density, boundaries, or other information. So what about a customer journey map? If you decide to create a customer journey map, you're deciding to create a realistic view of the journey your customers have with your brand, service, or product. This type of map can serve many purposes.
So the first step in the process is asking, why do you need a map? There are a few goals you might have here. One goal is to simply understand the true customer journey. While we may think we know what our customers go through because we understand the processes created, we often don't. We often only understand their journey based on our inside-out perspective. But understanding the journey is all about shifting that perspective to outside-in.
When you understand their journey this way, you find simple ways to improve the experience both uncovering areas of friction for customers and removing areas of waste and duplication for the organization. Another goal is to use the map to stress test new products, services, or offerings for customers. Once the map of today's journey is complete, it can be used as a tool to inform any sort of change in your organization, even just updates to existing products.
And finally, a map can be used to plan for long-term changes to improve the experience for your customers. Once you understand your current customer experience, you can start mapping out the ideal journey and innovate to stay ahead of the competition. Having today's journey and your ideal journey identified can help you discover and fill in the gaps of those experiences. So do you know why you're starting your map in the first place? If not, it's a good idea now to define your goal.
The worst thing I see in customer journey mapping is when a lot of effort is put into the process, but a goal is never defined. So at the end you have a map but reap none of the benefits for which it was created. Don't be a navigator without a compass. Know where you're going before you start.
- Explain the characteristics of a customer journey map.
- Identify the group of people best suited to validate the findings of a customer journey map and to get additional input.
- Summarize the importance of touchpoints when creating a customer journey map.
- List the steps in the process of building a customer journey map.
- Recognize examples of “moments of truth.”