Tag Archives: customer journey mapping

Map Your Customers’ Experiences – One Sticky Note at a Time

Kerry Bodine presents “Journey Mapping & Service Blueprinting” during the Total CX Leaders Conference, June 3, 2015.

What are journey maps and what makes them effective? According to Kerry Bodine, Customer Experience (CX) expert and author of Outside In, journey maps are “diagrams that visualize the actions, thoughts, and feelings of a person or group over time.”

During Wednesday’s Total CX Leaders Conference, workshop attendees created their own journey maps. They used sticky notes to list the steps of a particular process a customer experiences, each of the non-human touch points, the human touch points, and customer thoughts and feelings throughout the process. These tools helped them better understand the end-to-end customer experience from the customer perspective.

 

 

 

Attendees also learned about service blueprinting. Kerry explained that future-state journey blueprints represent the organization and infrastructure that you need to build to deliver on your CX vision. Current-state journey blueprints represent the organization and infrastructure that support the experience your customers have today.

Journey mapping and service blueprinting are insightful resources that can be used to drive experience improvements and organizational change and to help your employees discover their own roles in delivering a remarkable customer experience.

Stay connected with TCXL15:
- twitter.com/#TCXL15
- linkedin.com/Total Customer Experience Leaders
- facebook.com/Total Customer Experience Leaders

Peggy L. Bieniek, ABC is an Accredited Business Communicator specializing in corporate communication best practices. Connect with Peggy on LinkedIn, Twitter, Google+, and on her website at www.starrybluebrilliance.com.

Idea Gathering: Customer Experience & Customer Journey Mapping


Not just hearing, but translating innovations and insights is a huge part of the value of the Total Customer Experience Leaders. Our unique idea gathering wrap-ups between sessions facilitate alignment of customer strategy inspiration with business relevant actions and have been one of our most highly rated features in the past.


Here on the blog, we’ll be presenting weekly idea gathering wrap ups of some of our favorite customer experience strategy, design and alignment news and views.  

This week our focus is on Customer Journey Maps.

Customer Journey Maps are one of the most underrated parts of a good Customer Experience Strategy and are all too often under utilized or not used at all. Imagine a general who made battle strategies without a map or a contractor trying to build something without blueprints. 

These examples are exactly as absurd as trying to create a customer experience strategy without a customer journey map. Customer Journey maps track customer engagement with a business every step of the way from the first interaction, or thoughts of potential interaction, to after the sale, and every possible step in between. 

Customer Journey Mapping is about understanding the wants, needs, interactions, and emotions of the customer in relation to your business. How does walking into one of your stores make a customer feel? What is a customer thinking when they search for your product online? These are examples of questions that a good customer map should answer. Taking the time out to actually relate to the emotions of customers is an invaluable effort that will reflect greatly on actual customer experience. PeopleMetrics describes this kind of customer empathy as ‘mak[ing] it easier to shift out of internal process mode and into thinking about how the company could be doing a better job of delivering value to customers.’
Customer Journey Maps should not be taken lightly and to create a truly effective map takes a lot of time and research to determine actual customer experiences and emotions. You also might not like what your first map looks like but that’s part of the process.
UXmatters.com explains that Customer Journey Mapping is all about very subtly selling service design. They define service design as ‘the design of the overall experience of a service, as well as the design of the process and strategy for providing that service’ . 

This means that customers should enjoy the experience of doing business with a company every step of the way despite the fact that the experience is not something which can physically be capitalized on. So while making a Customer Journey Maps wont instantly give you business,  when properly used, they will significantly improve the experience of the customer.

About the Author

Jeffrey Marino is a contributing writer concentrating his focus on Business Administration, Management Information Systems, and Tech Innovations. He blogs at Fordham Nights and can bereached at JMarino@iirusa.com.