The customer journey maps the customer's journey from need to satisfaction. By looking at this journey from the customer's perspective, focusing on the need that is being satisfied, not what product is being sold will result in more satisfied customer's that talk about you.

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The customer journey

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Articulated information
Observable behaviour
Unarticulated information
Hidden action
Customer says
Says
Behaves
Does
Customer does
Source: Ojasalu, Karu

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Need is never a thing.

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Steps

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Attract Choose
Use
Support
Retain

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Attract Choose Use Support Retain
What we do
to get the
customers
attention
What we do
to help the
customer
choose the
product or
service
The
customer is
using our
product or
service
During
usage, how
we support
the
customer in
case of
questions or
difficulties
How we
retain the
customer:
how we
make the
customer
choose
again.

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Attract

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What happens before they
get to our store or website?

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Choose

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How do we help them
choose from our selection?

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Use

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How do we make using it easy?

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Support

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How do we help them
in case of trouble?

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Retain

17. What do we do to keep their loyalty?
or
How are we loyal to our customers?
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Why do you buy a new jacket?

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Because it is cold.

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Because the old one is no good as it is:
worn out / unfashionable / not warm enough.

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Because your going to an event that
you don’t have a jacket for?

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Whatever the case, you are NOT
buying the jacket because it is there!

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How do you buy the jacket?

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Search the web.

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Try on different
jackets in stores.

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Find
the
right
store.

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Buy online because
it’s cheaper.
Dear customer

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Are you happy with your new jacket?

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Is it as perfect as you
imagined it would be?

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Did you pay too much or
did you get a good deal? € $£ $

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Does the brand make you feel good?

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What does the customer journey tell us?

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By viewing the process from the customer’s
point-of-view, we can understand the NEED
that is being satisfied. People are experts at
their LIVES and we will hear how they live it.

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By asking and observing enough people until
the answers repeat themselves will indicate a
common NEED.

35. Can that need be satisfied better?
That’s what we then service design!
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0%
25%
50%
75%
100%
0 3 6 9 12 15
Number of testers
Usabilityproblemsfound
Source: Nielsen Norman Group. Why you need to test with 5 users.

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The aim of service design is to improve
the customer experience, which will make
them return.

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-50%
-37,5%
-25%
-12,5%
0%
12,5%
25%
37,5%
50%
6 year stock performance of customer experience leaders
vs laggards vs S&P 500 Index
Customer
experience
leaders
+43%
S&P 500 Index
+14,5%
Customer
experience
laggards
-33,9%
Cumulativetotalreturn
Source: Forrester Research and Watermark Consulting

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A good customer experience
will make them talk about you!

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Read all about it.
Available on Amazon.

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J.Margus Klaar
+46 722 52 30 64
jmk@thebrandmanual.com