How to make a thorough Customer Journey? This presentation will guide you through every step to make an insightful Customer Journey and make it a helpful tool for your marketing and communication strategies. The perfect starting point for your next product service design or innovation :-)

1. Customer Journey

2. What is a Customer Journey?
You can also call it
‘Customer Experience Journey’.

3. • A customer journey is a
tool that helps brands to
build and improve their
customer experience.
• When performed the right
way, it is one of the most
helpful instruments in
designing brand
experience.

4. Let’s guide you through
the different steps to help
you build better brand
experiences.

5. 1. Pick a journey
• Which services or products are
underperforming?
• Where are the most complaints
coming from?
• Which interaction and
touchpoints are the most
essential?
…
These are the kind of brand
experiences you want to improve,
intensify or redesign.

6. 2. Draw a timeline

7. 3. Frame yourself as customer
… or do the right research ;-)

8. 4. Split up the journey
into actions and
thoughts.

9. 5. Indicate which actions
are in the different
levels of the buying
decision process
1. Gather Information
2. Seek Alternatives
3. Make Decision
4. Use

10. 6. Identify the heart-and
brainspots

11. 7. Mark the customer emotion towards
the action per heart- and brainspot
in a graph

12. 8. Mark the customer
emotion towards
the providing
brand per heart-and
brainspot in a
graph

13. Towards brand
Towards action
Pos emo
Neg emo

14. 9. Write down what the customer
need per journey phase is.

15. 10. Give the perceived emotional and
rational benefit per phase for the
customer.

16. Towards brand
Towards action
Customer need
Customer benefit
Social contact Easy access to information
Pos emo
Neg emo
- - - CHOICE

17. 11. Indicate which actions need
improvement because they:
• Have a negative emotion towards the action
• Have a negative emotion towards the brand
• Show a gap between the customer need and the
brand product or service delivery.
• Are redundant or unnecessary.

18. 12. Indicate which actions
offer opportunities
because:
• They have a positive emotion
towards the action
• They have a positive emotion
towards the brand
• The brand product or service
delivery delivers according the
customer need.

19. Towards brand
Towards action
Customer need
Customer benefit
Social contact Easy access to information
Pos emo
Neg emo
- - - CHOICE
1. As we can’t change the
product, we can redirect
mobile to fixed for free
2. Provide clear and easy
information. Create a calculator
based on usage. Offer free change
of subscription type. …
3. We are unable to follow
the positive emotion
towards the action. We
need to find ways to
anticipate or prevent this!
See point 1.

20. 13. Make a priority
list of which
actions:
• Need improvement because
of the negative emotions.
• Need innovation because of
the gap between the customer
need and the brand delivery.

21. Towards brand
Towards action
Customer need
Customer benefit
Social contact Easy access to information
Pos emo
Neg emo
- - - CHOICE
1. As we can’t change the
product, we can redirect
mobile to fixed for free
2. Provide clear and easy
information. Create a calculator
based on usage. Offer free change
of subscription type. …
3. We are unable to follow
the positive emotion
towards the action. We
need to find ways to
anticipate or prevent this!
See point 1.

22. 16. GO, GO, GO
• Time for action!
• Implement, measure and make your next customer
journey!

24. Brand Date - Geert Stox
geert@branddate.be
www.branddate.be