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Daugherty UX COE

Customer Journey Mapping2018

Confidential & Proprietary to Daugherty Business Solutions. 2

Purpose and Objective

Purpose:

To provide Daugherty employees with a working knowledge of Customer

Journey Mapping

Objectives:

At the end of the course the participants should be able to:

• Explain the benefit of Journey Mapping to a client

• Define the basic components of a map

• Understand how to build a basic Customer Journey Map

• Facilitate a Journey Mapping Session and provide next steps to respond to

findings


Agenda

01

02

2018| Customer Journey Map Training

Preparing to Build a Customer Journey Map

What is a Customer Journey Map

03

Customer Journey Map Examples

04 Building CJM - Stages

05

06 Building CJM – Needs / Expectations

Building CJM - Touchpoints

07 Building CJM – Ownership and Completion

AP Appendix


What is a Customer Journey Map

01


Journey Mapping: Where does it fit in to Product Management?

Generate & Manage Ideas

Expand & Understand

Prioritize

Roadmap

Define & Deliver

Test / Improve

Obtain Feedback

Expand

Focus

“Here’s an idea”

“It would include…”

“We’ll do this 2nd…”

“We’ll do this by…”

“We’re building…”

“We’re evaluating…”

“We’re listening…”

Product

Ownership

Epic

Personas,

Journey Maps,

Features

Features &

Story Titles

Stories

(Detailed)

Releases

Releases

Introduction to Customer Journey Mapping

Companies create Customer Journey Maps to help them understand and

address customer needs and pain points. Maps can be helpful prior to

initiating a product / brand launch or refinement later in the product lifecycle.

These Maps can take various forms but generally include two powerful

elements that help companies identify and make necessary changes to their

products / brands to become more successful:

01

4


Customer Journey Map Defined01

…tells the story of the customer’s experience: from

initial contact, through the process of engagement

and into a long-term relationship.

A field guide to user research, Smashing Magazine 2015

…is an oriented graph that describes the journey of a

user by representing the different touchpoints that

characterize his/her interaction with the service.

www.servicedesigntools.org

…customer journey mapping is a structured way to

understand and capture your customer’s wants, needs

and expectations at each stage of their experience with

your company.

The Customer Experience Book

A 2015 research study

conducted by IBM

showed that 81% of

customer brands feel

they have a holistic

view of their

customers while only

37% of customers

believe their favorite

retailer understands

them.

Why a Customer Journey Map

A surprising gap exists between

what companies believe their

product / brand delivers and what

customers actually experience

This gap can negatively impact

customer satisfaction, overall sales

and product / brand reputation.

01

?6


Why a Customer Journey Map01

Can be used by different departments

(different channels) in an organization to

answer different types of questions.

It is important to consider the complete

customer life cycle.

www.worketc.com

The goal of a customer journey map is to teach organizations

about their customers. It may be the first time a company see

the complete customer experience.


Customer Journey Map Examples

02


02 Example 1 – Simple Map

Emotions are

incorporated

Shows key

interactions

Focus is on

home visit,

not the call

Could be a

sub-map of

a larger map

Indicates

customer

expectations


02 Example 2 – Comprehensive Map

Interactions

are not

always linear

Customer is

analyzed by

what they think,

feel & do

Guiding

principles

instead of

objectives or

goals

Opportunities

don’t have to

tie to stages

View customer

needs first, then

interactions with

the company


02 Example 3 – Focused Map

Thoroughly

illustrates

customer

interactions

More of a process

map from a

customer’s point

of view – doesn’t

explore feelings or

needs


Differences from a Process Map02

CJM is from the customer’s perspective, not the organization’s view point

…captures the customers feelings or emotions at a point in time

…captures what the customer expects, not what actually is

…captures interactions that may be outside of the company’s control

…can be a large endeavor, requiring executive sponsorship/buy-in

The Customer Journey Map (CJM) is quite different from a typical Process Map.


Preparing to Build a

Customer Journey Map

03


03 Setting the Goals and Defining the Scenario

What business issues are we currently having and wish to address?

Define a customer scenario.

Define who is the customer. May be more than one type of customer.

Where does the issue seem to occur?

What will we do with the customer journey map when complete?

• Post it up?

• Educate employees?

• Rework in X period of time?

Don’t just jump to visualizations.

At the beginning of building a customer journey map, time must be spent

thinking of “Why”. Why are time and resources being spent.


03 Scope and Boundaries

There often is more than one type of customer experience so focus on

one journey. Think about:

Frustrated customers

Extreme users

Remember the Hobbits (in the Lord of the Rings) journey!

You may have to choose a sub-journey or scenario. For example, in large

Fortune 500 organizations, a complete journey may cover too many

touchpoints.

You are building your map based on the current situation, not “to-be”.

Remember, this is not utopia.

The goals and objectives of the customer journey map will go a long way

toward setting the boundaries of the map. However, you need to take time

to specifically describe the boundaries.


03 Organize a Team

Below are guidelines:

As often is the case, time and resources (costs) often determine what

type of team you will need to build a customer journey map.

Have a core team of 3 to 5 members.

The User Experience (UX) department should drive the development

of the customer journey map. The Marketing department may engage

in the process.

Instead of crafting the map with input from a large number of

stakeholders, consider meeting with small stakeholder groups,

individually.

Ideally, allow for plenty of time, so that you can have multiple

iterations.


03 Customer Journey Map Template for the Activity

Stage 1 Stage 2 Stage 3

Touchpoint 1

Touchpoint 2

Touchpoint 3

Customer

TouchpointsExperience Rating

Experience Rating

Experience Rating

Stage 4 Stage 5

Needs and

Expectations

at each Stage

Ownership

Notes

Stages

Touchpoint 4

Experience Rating

Stages: Basic level of interaction with the customer

Touchpoints: Activities engaged in during each stage

Expectations: Customer needs and emotions

Ownership: Who is responsible for the interaction


Halfway through cutting your large yard, the lawn mowers dies

and you have no other options than to purchase a new mower.

There is a party at your home tonight and the lawn must be cut

today. You visit a local retailer to buy a new mower but you have

no idea what to buy or how to get it home.

Activity One

Create groups of 3 – 5 for the Activities.

Based on the above information, discuss the following question to

agree on your team’s scenario that you will map:

What is the primary objective in your scenario (the need/issue)?

03

5 minutes


Building a


Stages

04


04 Building the Map – Stages


Touchpoint 1

Touchpoint 2

Touchpoint 3

Customer


Experience Rating

Experience Rating

Stage 4 Stage 5

Needs and

Expectations

at each Stage

Ownership

Notes

Stages

Touchpoint 4

Experience Rating

Stages: Basic level of interaction with the customer


Start with Stages04

The first step in constructing a Customer Journey Map is to brainstorm

stages in the customer journey.

Start with a basic level of interactions (the backbone).

Brainstorm roughly four to six stages.

Consider the complete customer lifecycle.

Later, you will add details and expand the map.

Life Cycle

StagesPlan

DinnerArrive Dine

Pay &

Leave

Example:


Stages in other Organizations04

The customer journey for a restaurant will be different than the journey for

an automobile service shop. But in each case, it must be from the

customer’s perspective.

Life Cycle

StagesPlan

DinnerArrive Dine

Pay &

Leave

ResearchBook

Appointment

Arrive and

Check-in

Wait During

ServicingCheck-out Follow-up

Research

Planning

Product

Discovery

Ordering

Process

Product

DeliveryReturns Refunds

Inquiry Comparison Purchase Installation

Automobile

Service

Online Retail

Cable TV

Stages


Imagine back to your earlier scenario to replace your

broken mower. You are now a consultant asked to build

a customer journey map.

Activity Two

Assignment:

• As a team, define roughly four to six stages of the

customer journey

04

5 minutes


Building a


Touchpoints

05


05 Building the Map – Touchpoints


Touchpoint 1

Touchpoint 2

Touchpoint 3

Customer


Experience Rating

Experience Rating

Stage 4 Stage 5

Needs and

Expectations

at each Stage

Ownership

Notes

Stages

Touchpoint 4

Experience Rating

Touchpoints: Activities engaged in during each stage


Customer Touchpoints within Stages05

The next step in building a customer journey map is to brainstorm the

various customer touchpoints for each stage.

Brainstorm up to four touchpoints per stage

Touchpoints may be linear, or may be concurrent

Example:

Ask Friends

Search Google

Visit Travel Site

Reviews

Visit Web Site

Call Customer

Care

Visit Mobile App

Chat with

Customer Care

Research Comparison Book TravelAirline Travel

Touchpoints


Examples of showing Customer Touchpoints within Stages05

A common next step is to graph the touchpoints.

Graphs will differ based on the nature of the touchpoint.

Rate the customer’s expectations for each touchpoint.

Determine if there is a gap between expectations and typical outcomes.

Pleased,

Trending up Just Okay,

Trending Down

Disappointed

Exasperated

Excited,

Tell a Friend

Ordering Installation Promotion Ends Service/Support

Different ways to visualize customer expectations and outcomes.


In your role as a consultant, continue building the

customer journey map for the scenario to replace your

broken mower.

Activity Three

1. Add touchpoints to the stages in your broken lawn

mower scenario.

2. Incorporate emojis into each stage to represent the

overall emotions for that stage.

3. Using the emojis, graph the highs and lows that

appear from stage to stage.

05

Assignment:

Pleased,

Trendin

g up

Just Okay,

Trending

Down Disappoi

nted

Exasperat

ed

Excited,

Tell a

Friend

Orderin

g

Installati

on

Promotion

Ends

Service/Su

pport

15 minutes


Building a


Customer Needs / Expectations

06


06 Building the Map – Customer Needs / Expectations


Touchpoint 1

Touchpoint 2

Touchpoint 3

Customer


Experience Rating

Experience Rating

Stage 4 Stage 5

Needs and

Expectations

at each Stage

Ownership

Notes

Stages

Touchpoint 4

Experience Rating

Expectations: Customer needs and emotions

Obtain Customer’s Feelings and Emotions06

Up until this point, much of the components of the customer journey map can

be constructed by interviewing organizational stakeholders and SME’s.

But to truly understand the customer’s feelings and emotions, you should talk

to the customer.

Consider more than just the customer’s actions. Consider what they think,

feel, say and what they do.

What is the data showing you?

Brainstorm reasons for your issues

based on the data.

Consider tools such as 5 Y’s, Fish Bone

diagram, Affinity diagrams, etc.

31


In your role as a consultant, continue building the

customer journey map for the scenario to replace your

broken mower.

Activity Four

1. Add any additional customer feelings and actions to

your customer journey map that you might obtain

through the research done when you engage the

customer

2. Discuss negative customer emotions

3. Note where the gaps are between what the

customer feels and how the organization handles the

situation

06

Assignment: 5 minutes


Building a


Ownership and Completion

07


07 Building the Map – Ownership


Touchpoint 1

Touchpoint 2

Touchpoint 3

Customer


Experience Rating

Experience Rating

Stage 4 Stage 5

Needs and

Expectations

at each Stage

Ownership

Notes

Stages

Touchpoint 4

Experience Rating

Ownership: Who is responsible for the interaction


Determine Touchpoint Ownership07

Next, look back to your touchpoints and revisit the customer’s feelings towards

those touchpoints. Ask the questions:

Do we own this touchpoint?

Who in the company is responsible for this touchpoint?

Are multiple departments responsible for one touchpoint?

Is one department responsible for multiple touchpoints?

Assignment:

• Now add ownership notes to your journey map

5 minutes


Finally, some design aspects to consider:

Finalize and Polish

Add your organization’s branding, i.e. colors, logo, fonts, graphics, etc.

Use common terms familiar to the relevant departments and to the

organization

Consider aesthetics that the organization has seen before to make the

map more familiar

The final map should be consistent with the company’s culture, while

always focusing on the needs and expectations of the customer

07

Next, add other elements that your stakeholders agree are important.

Remember, there is no one way to create a Customer Journey Map.


Questions07

Congratulations on building your first Customer Journey Map!

For additional information contact:

Xxxxx (Phil Delanty?)

Xxxx (Ralph Lord?)

Xxxxx (….


Appendix

AP


AP Construction Template

Stage 1 2 3 4 5

Inte

ract

ion

sEm

oti

on

sA

ctio

ns

Guiding Principles


Common IconsAP


AP Additional Examples


Researching for the Customer Journey MapAP

Website Analytics tools such as Google Analytics, Usabilla,

AppDynamics, AWS Reports

You should consider using various tools to aide in your research.

Social Media such as Facebook

Analytics

Cameras and Tracking technology

for tracking customer flow such as

traffic patterns

Surveys such as Survey Monkey


More ways to ResearchAP

Conducting Interviews with Customers

Reading comments and mentions (e.g. likes) in Social

Media

Speaking to front line employees about their interactions

with customers

Perhaps even asking some Internal Stakeholders

Other types of research involve getting the “voice of the customer”. This

can be speaking directly to the customer, or getting their thoughts and

comments in other ways.


SK Customer Journey Map – Activity

Mower Broke Research Verify

Mad at mower

Mad at myself –

knew it was coming

Call Stores

Get

models/delivery

Need mower asap

to complete lawn

before party

Customer

Touchpoints

Purchase Deliver

Needs and

Expectations

at each Stage

-Provide ratings

/research

website

-Provide availability

-”Click to deliver”

-”Chat to buy”

-”Phone center

-Financing options

-Email receipt

-Tracking

-Updates

-Alerts

-Disposal of old

mower

-Drop off & verify

-Take back if issue

Ownership

Notes

-Website

management

-Phone center-Customer service

-Customer service

-Sales

Stages

Research online

Models / reviews

Test

View YouTube

videos

Bank - Check

balance/transfer

funds

Called bank

Call selected store –

verify price/

availability

Confirm delivery

price / time

Understand return

policy

Wait

Call to verify

delivery

Don’t arrive when

discussed

Delivered

Provide credit card

Receive e-mail

receipt

Purchase online

Provide delivery

address

Start

It works

Cut lawn

Satisfied / happy

Need mower asap

to complete lawn

before party


SK Customer Journey Map – Emotional Journey - Activity

Mad

• at mower

• at myself

Concerned

• Risk that I

can’t find a

mower in time

Cautious

• In stock & can

deliver

• This could

happen

• Will it actually

deliver today

as scheduled

Hopeful

• Card accepted

• Financing

offered

Anxious

• Will it deliver on

time

• If I don’t like it

will they take it

back immediately

Emotional

Journey

Expectations

Mower Broke Research Verify Purchase DeliverStages Test

Interactions

Relieved/Happy

• Concern until it

worked when

delivered

• Working in

time to finish

yard before

party

Need mower

asap to

complete lawn

before party

• Provide ratings /

research website

• Provide availability

• ”click to deliver”

• ”chat to buy”

• Phone center

• Internet

• Phone center

Need mower

asap to

complete lawn

before party

• Internet

• Phone center

• Financing

options

• -Email receipt

• Customer service

• Sales

• Tracking

• Updates

• Alerts

• Internet

• Delivery guy

• Disposal of old

mower

• Drop off &

verify

• Take back if

issue

• Delivery guy

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