Today, customer experience is at the forefront of company What’s Inside… strategy across industries worldwide. Customer journey mapping is universally seen as an ideal starting point to
understand your business from your customer’s perspective,
collect voice of the customer & other evidence & put it all in
Getting Started with Customer Journey one place. Mapping
It gets stakeholders on the “same page” and helps you prioritize decisions on how and where to invest your company
Map Framework Options & Steps to resources to differentiate your brand through an insanely great customer experience framework. Building a Customer Journey Map
At Touchpoint Dashboard, our goal is to take the guesswork out of journey mapping & put you on the road to success with
Mapping Considerations designing & creating great customer experiences.
We know you have questions & we’re here to help. That’s why
Using Your Map to Design Incredible we’ve created this guide & offer a variety of journey mapping resources on our website. Customer Experiences
About This Guide There are many ways to map… Some maps are more visual (like a storyboard)
Others are more data-driven for the purpose of touchpoints analysis
Some maps are more high level, while others are very granular The bottom line is… There is no right or wrong way to map – we are all learning together. But—depending on how you plan to use and share your map and its findings—some methods work better for you than others.
We will discuss some of the approaches in this guide.
Map Ingredients Mapping Musts
Regardless of the design you use, all maps should include (at a minimum) the elements listed on the checklist to the left. This will provide a solid framework for building a robust customer journey map packed with priceless Checklist of Things to Include in Your insights about your customers, your processes & your Journey Map overall operations.
Customers Segments (Personas) – define & segment them to identify whose journey you
want to map A Point to Ponder…
A Touchpoint Inventory & Customer A map in & of itself is just a pretty picture illustrating Journey – The steps customers take & all the how your customers interact with your business. It’s touchpoints they encounter as they progress what you put into your map that will ultimately determine through your lifecycle stages & channels how valuable it will be & help you truly drive change for
your organization. Quantitative Data & Qualitative Customer
Journey Mapping Should… Be Approached as an Ongoing Discipline, NOT a One-and-Done Project!
Be Collaborative. A cross-functional team from all areas of your organization should be involved in the mapping process & have ongoing access to the map to use it, make updates, & monitor performance & progress.
Be Customer-Focused. A map must be developed from the customer’s perspective, not the organization’s. It should contain both quantitative & qualitative research.
Quantitative: Dig into your existing data—scour web analytics, surveys & other data sources that reveal how customers interact with your organization
Qualitative: Observe & talk to customers & front line employees. Allow them to tell a story of their experience. Document their actions, thoughts & feelings & match them up with touchpoints, channels & lifecycle phases
Journey Mapping Should… Be Multi-Faceted. A good map provides an eagle-eye view of the holistic customer journey and…
Helps you identify your most important touchpoints
Provides a way for you to attach customer research and data to touchpoints
Makes edits & updates easy
Allows you to pull out specific sections of the customer journey that require the most attention and create “micro-journeys” of individual scenarios. These “micro-journeys” can all be rolled up into the master map that encompasses the customer experience from start to end
Be Easy to Understand, Share & Update.
Elements of Journey Mapping Customer experience is complex. Journey mapping can help bring your customer experience to life. As you prepare to start mapping, use this image along with the checklist on page 4, to guide your research & discovery activities & collect & organize all the necessary map elements
Mapping Framework Map/Analyze/Present… Just as there are multiple ways to design a map, there are a variety of ways to approach the mapping process. However, for the most part, all approaches seem to follow some variation of our MAP framework, which we’ve outlined in detail on the following pages.
Mapping Framework: MAP Identify your mapping method, team & ingredients.
Involve key stakeholders: Remember, mapping should always be collaborative. Get everyone on the same page from the very beginning. Here are a few ways to involve key stakeholders:
Host formal journey mapping workshops & involve everyone in the actual data gathering, analyzing & map building process.
Organize an informal meeting or call to discuss the project’s scope, objectives, goals and timelines, & assign roles and responsibilities.
Interview stakeholders on key capabilities – this will surface touchpoints, key interactions (moments of truth) & pain points.
Start building your map. Bring the customer journey to life by adding your touchpoints and related business & customer data.
A Mapping Method to Ponder… Should we skip the post-it notes & input our data directly into Touchpoint Dashboard? We recognize the value that could exist by initially using sticky notes on a wall during a workshop. The decision on whether to bypass this step (and enter content directly into Touchpoint Dashboard) comes down to a few considerations:
1. Familiarity with using Touchpoint Dashboard
2. Speed at which touchpoints are being surfaced (thus dictating time window for entering content)
3. Is there a person dedicated to entering the content?
4. Do the logistics allow for participants to easily see the screen (e.g. quality of computer and projector equipment)
Mapping Framework: ANALYZE
Draw Actionable Insights Out of Your Map Use Touchpoint Dashboard’s Built-in Business Intelligence System to:
Identify what’s most important to your customers and business & what creates or detracts from value and drives loyalty.
Create different views of data.
Use charts to help visualize & understand customer experiences.
Score your touchpoints & develop and prioritize action plans. (i.e. if a touchpoint’s value is high but isn’t effective, you’ll know it requires immediate attention.)
Build a compelling case for change.
Mapping Framework: ANALYZE The mapping method you choose will greatly impact your ability to efficiently and thoroughly analyze your map & data and share your findings. Touchpoint Dashboard makes analysis easy because your data & your map are synched together – there’s no flipping back and forth between your map and separate documents or databases.
Mapping Framework: PRESENT Readout phase. This is where you share your map & findings with stakeholders. Try Using Touchpoint Dashboard’s… A Point to Ponder… Traditional mapping methods (like
the wall of post-it notes or diagrams Presentation layer to create compelling stories to share. made on a white board or
conventional software) limit your Sharing options to share the whole map or custom-tailor specific map views & ability to create and share multi- reports and share only what’s most relevant to your audience. faceted maps. Touchpoint Dashboard
breaks free of these limitations. Notes capability to socialize the map with stakeholders .
Steps to Building a Journey Map If you’re looking for a step-by-step guide to journey map building, you may find this image helpful. We also recommend reading our white paper, “Cooking up a Winning Customer Journey Map ,” which provides a detailed walk-through a map building process.
Mapping Considerations When approaching a Journey Mapping project, there are several considerations that need to be addressed: Types of maps
Maps can be touchpoint-specific, or you can map an ecosystem (where you outline how data, technology, people & processes work together in the phases of the customer journey).
We’ll provide examples of these map types designed in Touchpoint Dashboard on page 16 & 17.
Map Examples Touchpoint-Specific Map Example: Columns represent lifecycle stages, rows represent department (owner), and colors represent channel:
Map Examples Ecosystem Map Example: Rows represent objects “on stage” or “back stage”, and colors represent things like Needs, Attitudes, Behaviors (Actions), People, & Things:
More Mapping Considerations How Do I Define a Touchpoint?
How granular should I get in defining the touchpoint? For example, is each direct mail piece its own touchpoint, or is it sufficient to just have one touchpoint called "direct mail"? There is no right or wrong answer here either, but you should gain consensus before starting the mapping activities.
Which Touchpoint Attributes Should I Capture?
At a bare minimum… Customer Lifecycle Stages Channels Key moments of truth Some method of evaluating or scoring the touchpoints, such as… Emotion, Score, Frequency, Pain Point, etc.
More Mapping Considerations Customer or stakeholder comments Add Depth & Insight Department/Owner to Your Touchpoints Products and Processes supported by Capturing these Back office systems and IT assets supporting touchpoints Additional Attributes: Scenarios where touchpoint is used (based upon customer
Cost, time, and/or impact if pain points are resolved
Root cause of pain point
Do’s and Don’ts (your golden touchpoint standards)
Common Questions & Mapping Tips Should I try to map the entire customer journey up front, or is it better to start with a specific scenario/objective (e.g. applying for loan, filing a claim, activating my phone, visiting the doctor)?
Q We suggest you start out small…
Mapping Tips 1. Start Small 2. Map the Current State First:
Consider picking a specific scenario (application, enrollment, Then, validate the current state map with onboarding, etc.) customer feedback. to get started.
Later you can map the future state. When doing so, it’s a common practice to create a separate
view that uses the columns as the steps in the scenario and the emotions/score for the rows
More Mapping Resources: Place the touchpoints in a certain order in order to represent
Prevent your journey map from becoming a dust Using Your Map to collector!
Design Incredible Have a long-term plan in mind.
Customer Experiences Appoint map “owners” who are committed to keeping projects on track.
Remember, mapping is not a “One & Done” project. Businesses are always evolving & maps Now That I’ve Built My should too to reflect the current state of the customer experience. Map, How Do I Use it to
As you complete your initial assignment, we Drive Change in My challenge you to think beyond the “project.”
A Point to Ponder… Here are a few ways you can expand the use of your map to keep your customer experience initiatives moving forward:
• Measure touchpoint performance and add additional detail
• Use your map for employee training
• Map upcoming product launches or your desired future state
Get More Mileage from Your Map Think beyond your initial project! There are many ways you can expand the use of your map once it’s created. For some ideas, check out our post:
We hope you & your teams find this guide useful as you embark on your journey mapping endeavors. We’d love to hear your success stories. Send us a tweet at @TPDashboard.com or email photos & stories to email@example.com