Customer journey map being rolled out

Customer Journey Map 101: Part 2 - The Anatomy of a High Performing CJM 30 Oct 2017

This is the second article in our series on Customer Journey Maps. In Part 1, we looked at why every business needs Customer Journey Maps and how they can be used to help businesses see through the eyes of their customers, develop empathy and take an outside-in approach.

Now we look at how to build a Customer Journey Map that's designed to inform the business on how to address customer needs.

Customer Journey Maps (CJM) are a powerful tool for understanding customers. They use design and graphics to tell the entire story of your customer's interactions with your organisation. They visualise the actions, thoughts and feelings of a customer through this journey. They invoke viewer empathy and help the organisation understand what it's like to walk in the customer's shoes.

The customer's story, told from their perspective, is a powerful tool for engaging business departments within an organisation who may be disengaged or disinterested in change programs. They can be used to create alignment and encourage collaboration across the whole organisation as it works towards a plan of attack for customer experience improvement.

The goals of a Customer Journey Map

When creating a Customer Journey Map, it's important to articulate the goals it needs to fulfil.

Many organisations have accumulated a great deal of research, particularly statistics based, (quantitative) research, which identifies customer problems. The task our clients struggle with is prioritising these problems. Which part of the journey should the organisation concentrate on solving first?

Seven ways Customer Journey Mapping helps address these questions:

A well-designed Customer Journey Map provides guidance for the creation of a roadmap for change. This roadmap is the key to helping organisations reap the financial benefits of providing customers with amazing customer experiences. This could be seen as increased customer satisfaction via positive Net Promotor Score (NPS) results, increases in sales, reduced churn, reduced costs of servicing customers and happier, more fulfilled staff.

The Elements of a Customer Journey Map

Customer Journey Maps have three main elements: a perspective, an experience and findings and insights.

The requirements for a Customer Journey Map

Customer Journey Maps are a wonderful tool and an enlightening project for any business interested in making their customer experience less OK or good and more delightful and amazing.

To learn more about how this powerful tool and how it can help, click the button below!

Button with text saying 'Want your own journey map?'

In Part 3, we will cover the problems that Customer Journey Mapping help solve.

In the mean time if you have any questions about Customer Journey Mapping or would like to find out how you can get one for your organisation, email experience@protopartners.com.au to receive more detailed information and pricing.

About Us

Find out what drives us and how our passion for designing, enabling and scaling outstanding services delivers what your customers really want.

Read About Us

Our Work

Find out how we've helped some of Australia's biggest brands transform their approach to delivering an outstanding service experience.

View Our Work

Join the Proto community and receive practical resources to help you become more customer-centric!

Welcome to the Proto community! Our goal is to provide you with not only the latest insights into Experience and Service Design, but provide you with ongoing support and ideas to improve your customers and employees experience.

Subscribe