Mapping Customer Journeys
Mapping Customer Journeys** is the process of visually depicting the steps a customer goes through in interacting with a product or service, from initial awareness to post-purchase actions. This map includes touchpoints, user feelings, and pain points throughout their journey.
Goal
The goal of mapping customer journeys is to gain a holistic view of the user experience, identify areas for improvement, and optimise interactions to enhance satisfaction and engagement.
Context
Teams can get focused in on the details of a product and lose sight of the overall user experience. By mapping customer journeys, teams can gain a deeper understanding of the user's experience, identify pain points, and optimise interactions to enhance satisfaction and engagement.
Inputs
| Artifact | Description |
|---|---|
| Research Repository | A centralised database or repository of all the outputs of the primary and secondary research. |
Outputs
| Artifact | Description | Benefits |
|---|---|---|
| Customer Journey Map | Visual representations of the entire customer journey, identifying all touchpoints and transitions. | Enhances understanding of the user experience, guiding targeted improvements. |
Anti-patterns
- Overgeneralisation: Creating a map based on assumptions or limited data that does not accurately reflect the customer's experience.
- Assuming a Single Path: Ignoring the variety of paths users may take, leading to a narrow understanding of the user journey.
- Failure to Update Maps: Not revisiting customer journey maps to reflect changes in the product or user behaviour over time.
- Lack of Cross-functional Involvement: Creating journey maps in isolation without input from across the organisation, missing out on valuable insights.