What a customer journey map reveals
The way that you can really get into the mind of your customer is by understanding how they experience
each point on their journey. You need to look beyond just metrics and explore human behaviour at every
step in order to truly understand what it's like for your customers.
There are many different points of interaction and each can have an effect on how the customer feels
throughout their experience with your company. In order to design a great customer service experience, it is important that you understand your customers' underlying
mindsets, emotions, motivations and desires. By undertaking rigorous methods of research, an
organisation can begin mapping out the steps that customers take throughout each stage so they know how
best to engage with them.
Customer journey maps have three main components: a perspective, an experience and findings and insights.
These components enable organisations to understand how customers experience their products and
The Perspective is the person the consumer journey is being mapped for and the goal they
are aiming to accomplish. We've discovered that taking a typical customer's trip and mapping it gives
coverage of 70-80% of issues across many personas. A Customer Journey Map can also be deconstructed by
persona. Understanding the needs, pains, and goals of your customer makes it simpler to develop a
suitable solution. These findings may also assist you in determining which persona to focus on in your
Customer Experience Program, or they might help you identify new problems and possibilities.
The Experience is the core of our journey and catalogues every customer action, thought
or emotional experience. To make it feel real you should include verbatim (direct comments from
customers), videos and images captured during research that helps understand what they're going through
in order to increase empathy with them.
The Finding and Insights is the part of your Customer Journey Map used to
transform insights into profits. What key learnings, or "insightful" moments did you uncover during
research? Based on these findings what opportunities are there for moving ahead with a plan in mind that
would meet customer needs better than ever before? How might we put some practical use outwards so
internal teams can begin meeting those high expectations?
A comprehensive journey map is a tool that helps the organisation understand their customers by showing
all channels they interact with, including emotions behind it and insights into what makes them tick.
This empowers employees within your company to have empathy for each individual customer so you can
approach every situation holistically and with a full understanding of what your customers want and how