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2. Customer Journey Mapping Outline
2
Understanding Customer Mapping Purpose
Objectives, Needs, Feelings & Barriers of
Customer Journey Mapping
Key Statistics of Customer Mapping Journey
Elements of Customer Journey mapping
Customer Journey Mapping Steps
Information Required in each stage
of Customer Journey
Customer Mapping Journey Cycle
Customer Journey analysis at each stage
Customer Journey Layers
Channels in each stage of journey
Customer Journey Map Table
Customer Journey Mapping Templates
Capturing Customer Perception based on their Experience
Illustrating Customers Journey across Multiple Touchpoints
Incorporate Performance Indicators
Optimize Stakeholdersâ understanding, Engagement, &Decision-
Making based on the Journey map Story
Customer Journey detailed Process
Customer Journey Map Example Slide
Customer Journey Mapping Tools
Customer Satisfaction Metrics
3. Understanding Customer Mapping Purpose
3
Purpose:
Review relevant
research branding
& company
promises. Jointly
define the scope &
success.
Purpose:
Build a map of the
company
perspective of the
customer journey to
guide customer
interviews
Purpose:
Understand from
multiple approaches
the experience a
customer has with
your company
Purpose:
Establish a common
understanding of the
current journey & ID
key insights for
creating anew
journey
Purpose:
Use new learnings
to create near term
& longer term
solutions
Project Scoping
Meeting
Create the
Company View
Customer Listening
& Learning
Review Current
State
Ideate Future
State
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4. Objectives, Needs, Feelings & Barriers of Customer Journey Mapping
4
Objectives
Needs
Feelings
Barriers
Trigger a need
âș Remind or trigger a need
âș Recognize I have a problem
âș Address a pain point
âș Anxious
âș Defensive
âș Distracted
âș Hopeful
Understand the need
âș I donât know what I donât know
âș Draw me a scenario
âș I have questions
âș Ambivalent
âș Curious
âș Guarded
âș Open
Provide Solutions
âș Deal with the immediate need
âș Be relevant
âș Personalize
âș Partnership
âș Privacy / Trust
âș Interested
âș Frustrated
âș Excited
âș Feel good
Act
âș Clarify
âș Validate
âș Satisfaction
âș Reality
âș Resolved
âș Loyal
âș Confident
Relevance, Trust, Fear,
Acknowledgement, time,
Convenience, Distraction
Style, Approach, Language,
Expectations, time,
Knowledge of Client
Literacy, risk tolerance,
Convenience, time,
Commitment
Attract Interact Engage Convert
5. Key Statistics of Customer Mapping Journey
5
Of companies have
a process to map
customer journeys
Of senior level
marketers say itâs
critical or very
important to
create a cohesive
customer journey
Of customers have
switched providers in
the past year due to
poor customer
service
Trillion the estimated
cost in the U.S of
customers switching
due to poor service
Average number
of touches it takes
to create a viable
sale lead
6. Elements of Customer Journey mapping
6
Feelings
What emotions do your customers
show in their customer journey? Where
do the hights & lows occur?
Thoughts
How do customers perceive & evaluate their
experience? What do they expect?
Actions
What steps do your customers take
to meet their needs? Quantitative & Quantitative Research
Key Findings & Actionable insights
Touch points, Channels & lifecycle
stages
Your
CUSTOMERS
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7. Customer Journey Mapping Steps
7
Planning
âș Identify your mapâs scope & scale &
your mapping method & team
Data Gathering
âș Schedule & conduct any new
customer research/ interviews
Map Creation
âș Create a framework
âș Synch metrics, customer data &
collateral with touch points
Identify & Analyze key findings & Actionable
Insights
âș Collaborate with the mapping team & analyze map
âș Score, rank & prioritize opportunities
Present your findings & plan for
continuous Improvement
âș Develop recommendations 7 create
roadmap for change
Investigate Issue & Opportunities
âș Your text here
âș Your text here
8. Information Required in each stage of Customer Journey
8
Pre - Trigger Trigger Consideration Purchase Experience Loyalty
âș Brand name
âș Brand value
prop
âș Brand reputation
âș Timely & relevant content
âș Peer Opinions
âș Expert Opinions
âș Product comparisons
âș Product claims & side effects
âș Product pricing & coupons
âș Product locator
âș Shopping list
guides
âș Coupon
availability
âș Step - by â
instructions
âș Associated
content
âș Detailed efficacy
âș expectations
âș Preventative
information
âș Seasonal
content
âș Complimentary
product
âș New savings
âș Exclusive
access
InformationNeeds
Define Refine Purchase
9. Customer Mapping Journey Cycle
9
Need Generation
âș Searches Internet
Initial Consideration
âș Calls contact center
Engagement
âș First Interaction
âș Subsequent Interactions
Evaluation
âș Studies Proposal
Moment of Purchase
âș Signs contract
âș Final presentation
Delivery/ Installation
âș Training
âș Testing
âș Invoice raise
Usage
âș Proactive Maintenance
âș Follow up on trouble ticket
AfterBefore
Loyalty
Curve
During
10. Customer Journey Analysis at each stage
10
Buyer Stage Awareness Conversion Loyalty
Time Frame
Day 1 â 2
Report: time to transaction
Day 3
Report: time to transaction
Day 21
Report: time to review
Buyerâs goal
Find lasting motivation to live a
healthier life
Start an exercise plan & feel
comfortable in gym clothes
See improvements, buy danced
workout gear
Brandâs goal
Educate, build trust, opt into email
newsletter
Inform on production, add to cart,
purchase
Product review, repeat purchase,
feedback
Channels
âș Facebook
âș Instagram Pinterest
âș Google
âș Direct
âș Email
âș Google
âș Direct
âș Email
âș Facebook group
Pages
/Home
/Blogs/ Motivation
/Blogs/ fitness â research
/Blogs/ Workout - ebook
/Home
/Products/ Shorts
/Products/ sizing â chart
/Cart
/Checkout
/Blogs/ fitness â research
/Product/ rings
/Products/ Kettleblls
/Blogs/fitness - Challenge
11. Customer Journey Layers
11
Customer Journey
Steps
Customer Journey
Stages
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5 7 13 9 4
Awareness Consideration Acquisition Service Loyalty
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10 22 43 23 15
Customer Journey
Touchpoints
Customer Journey
Departments
12. Channels in each stage of Journey
12
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Online Ads
Email
PPC
Social Ads
Reviews
Blog
Media
Website
Community Forum
Blog
Social Networks
Newsletter
Promotions
FAQ
Knowledge
Base
Store
Ecommerce
Direct Mail
Email
Word of
Mouth
Radio TV Print
PR
Awareness Consideration Purchase Retention Advocacy
13. Customer Journey Map Table
13
Stages Research
Evaluate &
Compare
Commit
Use &
Monitor
Refine &
Review
Goals
Decide on a service
which works best
Decide on a service
which works best
Decide on a service
which works best
Decide on a service
which works best
Decide on a service
which works best
Activities/
Touchpoints
Enter your text here Enter your text here Enter your text here Enter your text here Enter your text here
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Opportunities
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14. Customer Journey Across Various Touchpoints
14
Aware Query/ PoS Pricing Purchase
Post Sales
Support
Complaint Upgrade Renew
Website
Phone
Face to
face
Word of
mouth
Email
Post
Elements of Customer Journey
CustomerJourneyTouchpoints
15. Customer Journey Mapping Template 1
15
Stage Awareness Consideration Decision Delight
Touch Point
Facebook
Posts
Facebook
page
Website Email enquiry Phone call School Tour Sign up Referral
Customer
Process
Browsed
Facebook &
stumbled upon
your Facebook
posts
Browsed
through the
photos &
albums
Searched and
arrived
through the
website
Signed up
email enquiry
Scheduled a
phone call to
enquiry more
Asked about
School
curriculum
Decided to
enroll after
pricing
Referred a
friend after 2
months
Experience
16. Customer Journey Mapping Template 2
16
Shop
Mobile purchased
using promotion
Size availability
Explore
Promotion items on website
Showing different prices
Buy
Recognised for loyalty
Long wait at cash register
Use & Share
Tags store in Pinterest
Complains on Facebook
Try
Touch screen advantage
Cant provide feedback
17. Research Comparison Purchase Support
Product 01
Product 02
Product 03
Product 04
Capturing Customer Perception based on their Experience
17
SP - 1 SP - 2 SP - 3 SP - 4
Stress
Points
SP - 1 SP - 2 SP - 3 SP - 4
Terrible
Experience
Poor
Experience
Generic
Experience
Exceptional
Experience
Good
Experience
Qualitative
context
research
customer (
and ve
satisfact
effective at
behav
18. Illustrating Customers Journey Across Multiple Touchpoints
18
Customer Experience Expectations & Perception Map
FY' 15 FY' 16 FY' 17 FY' 18
Positive Neutral Negative
Your Text
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Your Text
Goes Here
Your Text
Goes Here
Your Text
Goes Here
Your Text
Goes Here
Your Text
Goes Here
Your Text
Goes Here
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Goes HereYour Text
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Your Text
Goes Here
See
custom
Assess
Provi
optimally
experien
dr
19. Incorporate Performance Indicators
19
Exceeds Meets Below
Expectation Ratings
EXCITED about regional airline
with great options & prices
CONFIDENT about trying Little
wing IMPRESSED
UNSURE
APPREHENSIVE about trying new
airline know nothing about
Feeling
33% 33%
50%
20. Optimize Stakeholdersâ Understanding, Engagement, and Decision-making Based on the Journey Map Story
20
Touch Point 1 Touch Point 2 Touch Point 3 Touch Point 4
Actions Your text here Your text here Your text here Your text here
Thinking Your text here Your text here Your text here Your text here
Feeling Your text here Your text here Your text here Your text here
Opportunities Your text here Your text here Your text here Your text here
21. Customer Journey Detailed Process
21
SelectAttract
& Welcome
Wait Feedback
& Exit
Wrap-UpServe
Convenience
âș Single phone number
to interact with the
whole pf organisation
âș Calls answered by
agents within
30seconds.
Choice
âș Customer given
choice of key pay
(IVR) payment or
agent assisted service
Better Queuing
âș Update on wait
time throughout
with call back
option repeated
Range of
Transactions
âș Simple & easy
payment gateway
Education
âș Informed of other
service offerings
âș Offer to complete
transactions
Feedback
âș Intuitive & simple
feedback.
âș Customer thanked at
time of service
completion
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22. Customer Journey Map Example Slide
22
Navigate Website Visit FAQ Section Submit a Request Follow up from
Customer Service
Resolution
Customer Process
âș Arrive at website
âș Navigate for help
section
âș Look for relevant
section & answers
âș Search contact numbers
âș Find query form
âș Submit Query
âș Wait for call back
âș Can it be dealt or
referred ?
âș Problem is solved by
customer
Internal Process Internal process example Internal process example Internal process example Internal process example Internal process example
Experience
Example of positive
experience
Example of negative
experience
Example of negative
experience
Example of average
experience
Example of positive
experience
Improvements &
Key Learnings
Improvement or learning to
maintain high performance
Improvement or learning to
maintain high performance
Improvement or learning to
maintain high performance
Improvement or learning to
maintain high performance
Improvement or learning to
maintain high performance
Q
A
23. Customer Journey Mapping Tools
23
TOOLS
Prime features: Add text here
Price: Add text here
Prime features: Add text here
Price: Add text here
Prime features: Add text here
Price: Add text here
Prime features: Add text here
Price: Add text here
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24. Customer Satisfaction Metrics
24
24 hours
124 min
15 minAverage First
Reply Time
Average
Handle Time
Average
Reply Time
Replies
Per Ticket
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Graphs &
Charts
27. Clustered Bar
27
15
25
50
45
52
47
40
25
75
30
70
97
0 10 20 30 40 50 60 70 80 90 100
Q1
Q2
Q3
Q4
Unit Count
This graph/chart is linked to excel, and changes automatically based on data. Just left click on it and select âEdit Dataâ.
Product 1 Product 2 Product 3
28. Area Chart
28
This graph/chart is linked to excel, and changes automatically based on data. Just left click on it and select âEdit Dataâ.
Product 1
Product 2
Product 3
90
80
7075
80
60
55
58
40
50
25
20
80
70
65
4045
38
4850
30
20
10
5
70
55
50
25
30
22
37
29
20
15
31
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
DecNovOctSepAugJulJunMayAprMarFebJan
2018
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Additional
Slides
31. 31
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Vision
Mission
Value
Our
Mission
32. Mind Map
32
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33. Idea Generation
33
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Idea
01 02
03
04