Most organizations are reasonably good at gathering data on their customers. But data often fails to communicate the frustrations and experiences of customers. A story can do that, and one of the best storytelling tools in business is the customer journey map.
A customer journey map tells the story of the customer’s experience: from initial contact, through the process of engagement and into a long-term relationship. It often provides a sense of the customer’s greater motivation. What do they wish to achieve, and what are their expectations of the organization?
The exercise of creating a map also helps a great deal in learning to think from a customer point of view instead of from the organizational structures.
We've seen journey maps been created with post-its on a large paper, beautiful infographics and some might even use customer journey mapping tools.
The output of the customer journey mapping process is the map itself – a practical and visual document that should be able to communicate a number of things:
Customer journey mapping is not a solo job. It's also never finished. Mapping the customer journey is a very valuable exercise to do across the organization. Include people from various departments, allowing a unique outlook on the customer.
Once you've created your customer journey map, it's a good idea to make a visualized version of it. Like an infographic to share across the organization.
Finally, the journey map will also be a good guide to figure out which moments of interaction you need to monitor and improve on.