Customer Journey Mapping

Whenever you are customer journey mapping, it's always good to start with a pen and paper workshop. If possible, add in your clients/customers and departments to your workshop. mTAB has journey map templates you can use for free if you'd like. Now, let us share several important steps to include when building out a journey map for your customers.

1. Choose Your Scope

Journey maps might contain varying scale and scope. Some will contain a high-level map that shows the end-to-end experience. Others will be more detailed maps focusing on one step of a higher-level journey; or detailed and step-by-step descriptions of micro-interactions. Let's take the case of a mortgage loan in this example.

A journey map of a mortgage loan experience could show up to twenty or thirty years of experience, showing everything from what it's like looking for a house, contract signing, occupying the home, and making continuous payments on mortgages. Another journey map can zoom in on just one of these steps and illustrate the experience of searching and comparing mortgage loans.

Yet, another journey map can focus in on even more detail and show an hour-long consultation. The most important thing is to decide just how far you want to zoom in or out at the outset of your customer journey mapping.

2. Choose a Persona

You will need to select the main character for your journey map. Indeed, every good journey map is centered around a single, primary persona, which could be a group of clients/customers or even employees. Some journey maps are more comprehensive than others and incorporate different perspectives into one map.

An example would be comparing different groups of customers and experiences versus those of your employees.

3. Steps

Your steps are the different experiences your main persona has. This can include their interactions with other people or machines or a digital interface. However, steps can be activities too. For example, walking, parking, or waiting. The number of specifics that go into each step will be contingent upon the total scale of your customer journey map.

To begin with your steps, you should consider what the most important part of your experiences is. You will want to think about what happens before the experience and what follows. Doing so will help you to move forward and build out each step.

4. Lanes

It's always possible to add as many journey lanes to your map as you want. Lanes can help to analyze the various parts of the experience.

As an idea; you can add images below each step for the sake of providing a visual depiction of what is happening along the journey map. Otherwise known as a storyboard, these kinds of lanes with images can be very helpful in creating your customer journey map. Other people choose to use additional text to describe each step further.

Another kind of lane that helps the journey map is an emotional journey lane, which helps to analyze the emotional experience.

If you'd like to learn more about customer journey mapping, contact mTAB today.

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