Journey Mapping is the process of visually mapping the customer’s interactions across the various touch points of the customer experience. The key to journey mapping is that it not only identifies the interactions but also the emotions the customer is feeling throughout those interactions.
Here’s a link to an article we really like:
The Value of Customer Journey Maps, a UX Designer’s Personal Journey
Developing Journey Maps
The key to developing a journey map is conducting research with real customers to understand their journey. You can use a variety of research methods to gather the insights on your customers’ journey:
- In-Depth Interviews
- Customer Forums and Summits
- Video Diaries
The output of all this research looks something like this
You can use this journey map to understand where customers are feeling emotional lows (unsatisfied, disappointed, frustrated, etc.) and strategize around ways to make those experiences a high. Conversely, you can look at the highs and strategize about ways to leverage those highs for loyalty, referrals, etc.
Call the Clearworks team to talk more about how you can improve your customers’ experiences. We’d love to share some things we’ve done.
We help our customers put their customers at the center of the product or service experience.