Learn more about customer journey mapping on https://blog.morethanmetrics.com/your-step-by-step-guide-customer-journey-maps/

1. The Why & The What
JOURNEY MAPS

2. AGENDA
◊1. WHY USE JOURNEY MAPS
◊2. AN EXAMPLE JOURNEY MAP
JOURNEY MAPS
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3. WHY?
JOURNEY MAPS
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4. Brings Teams and Organizations Together:
Journey Mapping can align the different departments or perspectives within a compa-
ny or across organizations and create a common focus.
Competitve Advantage:
89% of companies expect to compete mostly on the basis of customer
experience by 2016 – vs. 36% four years ago.
*
Gartner Research, 2015
Increases Revenue:
Poor customer experiences result in an estimated $83 Billion loss by
US enterprises each year because of defections and abandoned purchases.
Forbes, 2013
7 REASONS TO USE JOURNEY MAPS
JOURNEY MAPS
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5. Zoom Out:
Journey Maps help you get outside of your organization’s perspectiveand look at your
organization or product from multiple points of view. You can create a journey map
from that of the customer, of your employees or external stakeholders. Regardless of
the perspective, taking a moment to Zoon out can help you actually understand the
problem you‘re trying to solve.
Understand Why:
Organizations know when something is going wrong through metrics, however, they
have a hard time figuring out WHY. Journey Mapping helps us get at the why because it
highlights moments of opportunity/moments or intervention.
7 REASONS TO USE JOURNEY MAPS
JOURNEY MAPS
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6. Customers influence each other:
Customer power has grown, as 73% of firms trust recommendations
from friends and family, while only 19% trust direct communication.
Forrester report:“Consumer “Ad-itudes” Stay Strong”, 2012
Not only do people expect it but they are willing to pay for it:
86% of consumers will pay more for a
better customer experience.
RightNow Customer Experience Impact Report, 2011
7 REASONS TO USE JOURNEY MAPS
JOURNEY MAPS
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7. JOURNEY MAPS
Visualize the experience of a
person or a group of people as
a sequence of steps.
JOURNEY MAPS
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8. 5 6 7 8
TESS
1 4
This is just a high-level perspective …
2 3 9
JOURNEY MAPS
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9. Each step or touch point can be separated
into smaller steps …
7
SEND A TEXT
SCANNING INSTAGRAM
OPENS ORDERING APP
UPDATE PROFILE
COFFEE POINTS ON APP
SOFTWARE UPDATE
JOURNEY MAPS
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10. The story of Tess and her cup of coffee …
A cup of coffee is a product, right?
JOURNEY MAPS
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11. Tess wakes up1
1
TESS
JOURNEY MAPS
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12. 21
She realizes she is out of
coffee and milk
2
TESS
JOURNEY MAPS
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13. 21 3
She decides to go to Café
Bean for coffee
3
TESS
JOURNEY MAPS
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14. 21 3 4
She drives her car
to Café Bean
4
TESS
JOURNEY MAPS
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15. 32 4 5
TESS
Steps inside Café Bean
and waits in line
5
JOURNEY MAPS
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16. 43 5 6
She chats with the owner
and tastes a sample
of a muffin
6
TESS
JOURNEY MAPS
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17. 54 6 7
TESS
She places an order on
her smart phone
7
JOURNEY MAPS
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18. 65 7 8
TESS
She arrives to the counter
with her cup of coffee and
parfait waiting for her
8
JOURNEY MAPS
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19. 76 8 9
TESS
She sits down and enjoys
a cup of coffee
9
JOURNEY MAPS
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20. 1 42 3
5 6 87
9
JOURNEY MAPS
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21. VISUALIZE
CUSTOMER EXPERIENCE
JOURNEY MAPS
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