From the course: Journey Mapping: Case Study in Action
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How to approach customer journey mapping
From the course: Journey Mapping: Case Study in Action
How to approach customer journey mapping
- I don't believe there's a perfect formula for journey maps. Each one requires nuance and various techniques to paint the right picture. But, there are several points of data we need in any map. They fall under three categories. One, customer feedback and emotional data. Two, customer behavior and actions. And three, systems, procedures, and touch points. Now when you're gathering data for each category, you need to consider your limitations. How much time and budget do you have for your research? That can guide which techniques you'll want to use. For customer feedback and emotional data, you need to rely on data that you have, like call center recordings, customer testimonials, verbatim responses on surveys, and emotional scale responses to feedback requests. Social media interactions and user reviews often hold clues around points in the journey that are frustrating or delightful for customers. You can also gather this…
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