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Purpose and Objective
Purpose:
To provide Daugherty employees with a working knowledge of Customer
Journey Mapping
Objectives:
At the end of the course the participants should be able to:
• Explain the benefit of Journey Mapping to a client
• Define the basic components of a map
• Understand how to build a basic Customer Journey Map
• Facilitate a Journey Mapping Session and provide next steps to respond to
findings
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Agenda
01
02
2018| Customer Journey Map Training
Preparing to Build a Customer Journey Map
What is a Customer Journey Map
03
Customer Journey Map Examples
04 Building CJM - Stages
05
06 Building CJM – Needs / Expectations
Building CJM - Touchpoints
07 Building CJM – Ownership and Completion
AP Appendix
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Journey Mapping: Where does it fit in to Product Management?
Generate & Manage Ideas
Expand & Understand
Prioritize
Roadmap
Define & Deliver
Test / Improve
Obtain Feedback
Expand
Focus
“Here’s an idea”
“It would include…”
“We’ll do this 2nd…”
“We’ll do this by…”
“We’re building…”
“We’re evaluating…”
“We’re listening…”
Product
Ownership
Epic
Personas,
Journey Maps,
Features
Features &
Story Titles
Stories
(Detailed)
Releases
Releases
Introduction to Customer Journey Mapping
Companies create Customer Journey Maps to help them understand and
address customer needs and pain points. Maps can be helpful prior to
initiating a product / brand launch or refinement later in the product lifecycle.
These Maps can take various forms but generally include two powerful
elements that help companies identify and make necessary changes to their
products / brands to become more successful:
01
4
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Customer Journey Map Defined01
…tells the story of the customer’s experience: from
initial contact, through the process of engagement
and into a long-term relationship.
A field guide to user research, Smashing Magazine 2015
…is an oriented graph that describes the journey of a
user by representing the different touchpoints that
characterize his/her interaction with the service.
www.servicedesigntools.org
…customer journey mapping is a structured way to
understand and capture your customer’s wants, needs
and expectations at each stage of their experience with
your company.
The Customer Experience Book
A 2015 research study
conducted by IBM
showed that 81% of
customer brands feel
they have a holistic
view of their
customers while only
37% of customers
believe their favorite
retailer understands
them.
Why a Customer Journey Map
A surprising gap exists between
what companies believe their
product / brand delivers and what
customers actually experience
This gap can negatively impact
customer satisfaction, overall sales
and product / brand reputation.
01
?6
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Why a Customer Journey Map01
Can be used by different departments
(different channels) in an organization to
answer different types of questions.
It is important to consider the complete
customer life cycle.
www.worketc.com
The goal of a customer journey map is to teach organizations
about their customers. It may be the first time a company see
the complete customer experience.
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02 Example 1 – Simple Map
Emotions are
incorporated
Shows key
interactions
Focus is on
home visit,
not the call
Could be a
sub-map of
a larger map
Indicates
customer
expectations
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02 Example 2 – Comprehensive Map
Interactions
are not
always linear
Customer is
analyzed by
what they think,
feel & do
Guiding
principles
instead of
objectives or
goals
Opportunities
don’t have to
tie to stages
View customer
needs first, then
interactions with
the company
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02 Example 3 – Focused Map
Thoroughly
illustrates
customer
interactions
More of a process
map from a
customer’s point
of view – doesn’t
explore feelings or
needs
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Differences from a Process Map02
CJM is from the customer’s perspective, not the organization’s view point
…captures the customers feelings or emotions at a point in time
…captures what the customer expects, not what actually is
…captures interactions that may be outside of the company’s control
…can be a large endeavor, requiring executive sponsorship/buy-in
The Customer Journey Map (CJM) is quite different from a typical Process Map.
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Preparing to Build a
Customer Journey Map
03
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03 Setting the Goals and Defining the Scenario
What business issues are we currently having and wish to address?
Define a customer scenario.
Define who is the customer. May be more than one type of customer.
Where does the issue seem to occur?
What will we do with the customer journey map when complete?
• Post it up?
• Educate employees?
• Rework in X period of time?
Don’t just jump to visualizations.
At the beginning of building a customer journey map, time must be spent
thinking of “Why”. Why are time and resources being spent.
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03 Scope and Boundaries
There often is more than one type of customer experience so focus on
one journey. Think about:
Frustrated customers
Extreme users
Remember the Hobbits (in the Lord of the Rings) journey!
You may have to choose a sub-journey or scenario. For example, in large
Fortune 500 organizations, a complete journey may cover too many
touchpoints.
You are building your map based on the current situation, not “to-be”.
Remember, this is not utopia.
The goals and objectives of the customer journey map will go a long way
toward setting the boundaries of the map. However, you need to take time
to specifically describe the boundaries.
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03 Organize a Team
Below are guidelines:
As often is the case, time and resources (costs) often determine what
type of team you will need to build a customer journey map.
Have a core team of 3 to 5 members.
The User Experience (UX) department should drive the development
of the customer journey map. The Marketing department may engage
in the process.
Instead of crafting the map with input from a large number of
stakeholders, consider meeting with small stakeholder groups,
individually.
Ideally, allow for plenty of time, so that you can have multiple
iterations.
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03 Customer Journey Map Template for the Activity
Stage 1 Stage 2 Stage 3
Touchpoint 1
Touchpoint 2
Touchpoint 3
Customer
TouchpointsExperience Rating
Experience Rating
Experience Rating
Stage 4 Stage 5
Needs and
Expectations
at each Stage
Ownership
Notes
Stages
Touchpoint 4
Experience Rating
Stages: Basic level of interaction with the customer
Touchpoints: Activities engaged in during each stage
Expectations: Customer needs and emotions
Ownership: Who is responsible for the interaction
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Halfway through cutting your large yard, the lawn mowers dies
and you have no other options than to purchase a new mower.
There is a party at your home tonight and the lawn must be cut
today. You visit a local retailer to buy a new mower but you have
no idea what to buy or how to get it home.
Activity One
Create groups of 3 – 5 for the Activities.
Based on the above information, discuss the following question to
agree on your team’s scenario that you will map:
What is the primary objective in your scenario (the need/issue)?
03
5 minutes
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Building a
Customer Journey Map
Stages
04
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04 Building the Map – Stages
Stage 1 Stage 2 Stage 3
Touchpoint 1
Touchpoint 2
Touchpoint 3
Customer
TouchpointsExperience Rating
Experience Rating
Experience Rating
Stage 4 Stage 5
Needs and
Expectations
at each Stage
Ownership
Notes
Stages
Touchpoint 4
Experience Rating
Stages: Basic level of interaction with the customer
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Start with Stages04
The first step in constructing a Customer Journey Map is to brainstorm
stages in the customer journey.
Start with a basic level of interactions (the backbone).
Brainstorm roughly four to six stages.
Consider the complete customer lifecycle.
Later, you will add details and expand the map.
Life Cycle
StagesPlan
DinnerArrive Dine
Pay &
Leave
Example:
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Stages in other Organizations04
The customer journey for a restaurant will be different than the journey for
an automobile service shop. But in each case, it must be from the
customer’s perspective.
Life Cycle
StagesPlan
DinnerArrive Dine
Pay &
Leave
ResearchBook
Appointment
Arrive and
Check-in
Wait During
ServicingCheck-out Follow-up
Research
Planning
Product
Discovery
Ordering
Process
Product
DeliveryReturns Refunds
Inquiry Comparison Purchase Installation
Automobile
Service
Online Retail
Cable TV
Stages
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Imagine back to your earlier scenario to replace your
broken mower. You are now a consultant asked to build
a customer journey map.
Activity Two
Assignment:
• As a team, define roughly four to six stages of the
customer journey
04
5 minutes
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Building a
Customer Journey Map
Touchpoints
05
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05 Building the Map – Touchpoints
Stage 1 Stage 2 Stage 3
Touchpoint 1
Touchpoint 2
Touchpoint 3
Customer
TouchpointsExperience Rating
Experience Rating
Experience Rating
Stage 4 Stage 5
Needs and
Expectations
at each Stage
Ownership
Notes
Stages
Touchpoint 4
Experience Rating
Touchpoints: Activities engaged in during each stage
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Customer Touchpoints within Stages05
The next step in building a customer journey map is to brainstorm the
various customer touchpoints for each stage.
Brainstorm up to four touchpoints per stage
Touchpoints may be linear, or may be concurrent
Example:
Ask Friends
Search Google
Visit Travel Site
Reviews
Visit Web Site
Call Customer
Care
Visit Mobile App
Chat with
Customer Care
Research Comparison Book TravelAirline Travel
Touchpoints
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Examples of showing Customer Touchpoints within Stages05
A common next step is to graph the touchpoints.
Graphs will differ based on the nature of the touchpoint.
Rate the customer’s expectations for each touchpoint.
Determine if there is a gap between expectations and typical outcomes.
Pleased,
Trending up Just Okay,
Trending Down
Disappointed
Exasperated
Excited,
Tell a Friend
Ordering Installation Promotion Ends Service/Support
Different ways to visualize customer expectations and outcomes.
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In your role as a consultant, continue building the
customer journey map for the scenario to replace your
broken mower.
Activity Three
1. Add touchpoints to the stages in your broken lawn
mower scenario.
2. Incorporate emojis into each stage to represent the
overall emotions for that stage.
3. Using the emojis, graph the highs and lows that
appear from stage to stage.
05
Assignment:
Pleased,
Trendin
g up
Just Okay,
Trending
Down Disappoi
nted
Exasperat
ed
Excited,
Tell a
Friend
Orderin
g
Installati
on
Promotion
Ends
Service/Su
pport
15 minutes
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Building a
Customer Journey Map
Customer Needs / Expectations
06
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06 Building the Map – Customer Needs / Expectations
Stage 1 Stage 2 Stage 3
Touchpoint 1
Touchpoint 2
Touchpoint 3
Customer
TouchpointsExperience Rating
Experience Rating
Experience Rating
Stage 4 Stage 5
Needs and
Expectations
at each Stage
Ownership
Notes
Stages
Touchpoint 4
Experience Rating
Expectations: Customer needs and emotions
Obtain Customer’s Feelings and Emotions06
Up until this point, much of the components of the customer journey map can
be constructed by interviewing organizational stakeholders and SME’s.
But to truly understand the customer’s feelings and emotions, you should talk
to the customer.
Consider more than just the customer’s actions. Consider what they think,
feel, say and what they do.
What is the data showing you?
Brainstorm reasons for your issues
based on the data.
Consider tools such as 5 Y’s, Fish Bone
diagram, Affinity diagrams, etc.
31
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In your role as a consultant, continue building the
customer journey map for the scenario to replace your
broken mower.
Activity Four
1. Add any additional customer feelings and actions to
your customer journey map that you might obtain
through the research done when you engage the
customer
2. Discuss negative customer emotions
3. Note where the gaps are between what the
customer feels and how the organization handles the
situation
06
Assignment: 5 minutes
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Building a
Customer Journey Map
Ownership and Completion
07
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07 Building the Map – Ownership
Stage 1 Stage 2 Stage 3
Touchpoint 1
Touchpoint 2
Touchpoint 3
Customer
TouchpointsExperience Rating
Experience Rating
Experience Rating
Stage 4 Stage 5
Needs and
Expectations
at each Stage
Ownership
Notes
Stages
Touchpoint 4
Experience Rating
Ownership: Who is responsible for the interaction
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Determine Touchpoint Ownership07
Next, look back to your touchpoints and revisit the customer’s feelings towards
those touchpoints. Ask the questions:
Do we own this touchpoint?
Who in the company is responsible for this touchpoint?
Are multiple departments responsible for one touchpoint?
Is one department responsible for multiple touchpoints?
Assignment:
• Now add ownership notes to your journey map
5 minutes
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Finally, some design aspects to consider:
Finalize and Polish
Add your organization’s branding, i.e. colors, logo, fonts, graphics, etc.
Use common terms familiar to the relevant departments and to the
organization
Consider aesthetics that the organization has seen before to make the
map more familiar
The final map should be consistent with the company’s culture, while
always focusing on the needs and expectations of the customer
07
Next, add other elements that your stakeholders agree are important.
Remember, there is no one way to create a Customer Journey Map.
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Questions07
Congratulations on building your first Customer Journey Map!
For additional information contact:
Xxxxx (Phil Delanty?)
Xxxx (Ralph Lord?)
Xxxxx (….
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AP Construction Template
Stage 1 2 3 4 5
Inte
ract
ion
sEm
oti
on
sA
ctio
ns
Guiding Principles
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Researching for the Customer Journey MapAP
Website Analytics tools such as Google Analytics, Usabilla,
AppDynamics, AWS Reports
You should consider using various tools to aide in your research.
Social Media such as Facebook
Analytics
Cameras and Tracking technology
for tracking customer flow such as
traffic patterns
Surveys such as Survey Monkey
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More ways to ResearchAP
Conducting Interviews with Customers
Reading comments and mentions (e.g. likes) in Social
Media
Speaking to front line employees about their interactions
with customers
Perhaps even asking some Internal Stakeholders
Other types of research involve getting the “voice of the customer”. This
can be speaking directly to the customer, or getting their thoughts and
comments in other ways.
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SK Customer Journey Map – Activity
Mower Broke Research Verify
Mad at mower
Mad at myself –
knew it was coming
Call Stores
Get
models/delivery
Need mower asap
to complete lawn
before party
Customer
Touchpoints
Purchase Deliver
Needs and
Expectations
at each Stage
-Provide ratings
/research
website
-Provide availability
-”Click to deliver”
-”Chat to buy”
-”Phone center
-Financing options
-Email receipt
-Tracking
-Updates
-Alerts
-Disposal of old
mower
-Drop off & verify
-Take back if issue
Ownership
Notes
-Website
management
-Phone center-Customer service
-Customer service
-Sales
Stages
Research online
Models / reviews
Test
View YouTube
videos
Bank - Check
balance/transfer
funds
Called bank
Call selected store –
verify price/
availability
Confirm delivery
price / time
Understand return
policy
Wait
Call to verify
delivery
Don’t arrive when
discussed
Delivered
Provide credit card
Receive e-mail
receipt
Purchase online
Provide delivery
address
Start
It works
Cut lawn
Satisfied / happy
Need mower asap
to complete lawn
before party
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SK Customer Journey Map – Emotional Journey - Activity
Mad
• at mower
• at myself
Concerned
• Risk that I
can’t find a
mower in time
Cautious
• In stock & can
deliver
• This could
happen
• Will it actually
deliver today
as scheduled
Hopeful
• Card accepted
• Financing
offered
Anxious
• Will it deliver on
time
• If I don’t like it
will they take it
back immediately
Emotional
Journey
Expectations
Mower Broke Research Verify Purchase DeliverStages Test
Interactions
Relieved/Happy
• Concern until it
worked when
delivered
• Working in
time to finish
yard before
party
Need mower
asap to
complete lawn
before party
• Provide ratings /
research website
• Provide availability
• ”click to deliver”
• ”chat to buy”
• Phone center
• Internet
• Phone center
Need mower
asap to
complete lawn
before party
• Internet
• Phone center
• Financing
options
• -Email receipt
• Customer service
• Sales
• Tracking
• Updates
• Alerts
• Internet
• Delivery guy
• Disposal of old
mower
• Drop off &
verify
• Take back if
issue
• Delivery guy