Customer Journey Mapping
A Customer Journey Map is a visual representation that depicts the steps a customer goes through when interacting with a product or service. This process can cover everything from initial research to long-term engagement, detailing the customer's emotions, touchpoints, pain points, and moments of delight.
Purpose
The purpose of creating a customer journey map is to gain a holistic view of the user experience, identify areas for improvement, and optimise interactions to enhance satisfaction and engagement. In addition the map helps to align product development with user needs, enabling targeted improvements.
ZeroBlockers Format
| Format | Description | Benefits | Considerations | Best Suited For |
|---|---|---|---|---|
| Linear | A straightforward timeline depicting the chronological order of touchpoints. |
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| Service Blueprint | Detailed map outlining all touchpoints, stakeholders, and processes involved. |
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Other Formats
| Format | Description | ZeroBlockers Opinion |
|---|---|---|
| Empathy Map | Focuses on customer emotions, thoughts, and pain points at each stage. | We feel that empathy maps have far too many assumptions communicated as fact which can lead to incorrect conclusions. |
Anti-Patterns
- Making Assumptions: Building the map based on assumptions instead of real customer data or feedback can lead to inaccuracies.
- Overcomplication: While it's essential to be thorough, an overly detailed map can become confusing and less actionable.
- Static Maps: Treating the journey map as a one-time activity. Customer behaviours and preferences evolve, and maps should be updated.
- Not Involving Cross-functional Teams: Only involving one team (e.g., marketing) can lead to a narrow perspective. It's beneficial to include multiple teams to get a comprehensive view.