Customer Experience Management - Customer Journey Mapping

Explore the foundations of customer journey mapping by defining customer, experience, total experience, and total customer experience, and clarify what a customer journey map is.

Define experience as the personal outcome and transformation customers seek through interactions with products or services, driven by emotions across physical, social, and digital contexts.

Explore what constitutes an experience by examining a customer call about order status and how delays, outcomes, and proactive coordination shape perception.

Clarify how customer experience emerges from the interaction between a customer and a company across pre-purchase, purchase, and post-purchase touchpoints through cognitive, emotional, physical, sensorial, and social elements.

Observe the coffee shop interactions between John and Jacob, noting every experience from ordering and serving to payment to map the customer journey.

Understand the experiential grid for customer journey mapping by pairing five modules—sense, feel, think, relate, act—with providers like communications, product presence, co-branding, and digital media.

Explore the customer journey as the process of experiencing a service through touchpoints from the customer's point of view, and learn the core idea of journey mapping.

Customer journey mapping creates a visual representation of the steps and stages a customer experiences, capturing the perspective, touchpoints, and potential obstacles or barriers at each stage.

Define the customer journey as the process of experiencing a product or service, and describe customer journey mapping and journey map as its visual representation.

Discover the benefits of customer journey mapping, including understanding customer feelings and tasks across stages, identifying touchpoints, silos, and policies, and aligning value with needs for a customer centric organization.

Contrast the customer journey map with the process map to reveal outside-in versus inside-out perspectives, the customer point of view, and key touchpoints.

Compare the outside-in journey map with the inside-out process map, showing customer emotions and KPIs alongside company activities and efficiency indicators, and how outputs tie to customer jobs.

Learn the basic building blocks of a customer journey map, including stages, storyboards, actions, touchpoints, channels, emotions, and the secondary lanes of pain points and KPIs.

Explore the storyboard element of the customer journey map, using a comic-strip format to depict actions from searching destinations to booking and traveling, capturing context, touch points, and insights.

Map the customer steps from triggers to purchase, noting actions that involve or bypass the product or brand, capture contexts and touchpoints, and identify controllable actions and improvement opportunities.

Identify channels as the carriers of touchpoints, with bidirectional and unidirectional types across digital and physical mediums, and learn how channel analysis measures and prioritizes channels to enhance customer experience.

Explore emotion as the fifth element of the customer journey map, capturing touchpoint feelings with emoji on a minus two to plus two Likert scale for quantitative analysis.

Explore secondary lanes in a customer journey map, including pain points, opportunities, and KPIs, to assess customer experience and guide improvements at each touchpoint.

Differentiate customer steps from touchpoints by analyzing initiator, time, channel, and trace, and learn how each attribute shapes authentic customer journey mapping.

Explore touchpoints as interactions between customers and a company, shaped by atmosphere, technology, processes, employee and customer interactions, product use, and promotional messages.

Identify digital and physical touchpoints, from websites and emails to radio ads and store interactions, and build a touchpoints inventory with examples like personal research and word of mouth.

Categorize touchpoints into six categories across the purchasing cycle—pre-purchase, purchase, post-purchase—and anticipation, realization, and reflection stages; include paid, owned, earned, and missing or failing, and customer-initiated vs company-initiated touchpoints.

Explore moments of truth across the customer journey, including zero, first, second, and third moments, as touchpoints that shape experience and turn customers into brand advocates.

Explain how touchpoints differ from channels and devices with a payment on a mobile application example. Show how the interaction varies by device across laptops and wearables.

Distinguish customer journey maps from touchpoint maps: journeys cover all customer actions; touchpoints include only steps where customers interact with the company.

Explore the brand touch point wheel to map customer interactions across pre-purchase, purchase, and post-purchase experiences, revealing critical touchpoints and gaps in the customer journey.

Visualize and optimize the customer journey through path-to-purchase concepts, including loop and linear journey maps, awareness to loyalty, and key steps like research, select, purchase, use, and renewal.

Explore the definition of customer journey management and provide an overview of the customer journey management framework and its key elements in module five.

Align and optimize the customer journey by synchronizing strategy, culture, and technology with customer jobs and moments of truth, prioritizing underperforming journeys and designing the future experience.

Engage in a continuous improvement cycle to enhance the customer journey: understand customers, map the current state, analyze gaps, ideate solutions, design the future state, and implement projects.

Review how customer journey mapping fits the customer journey management framework and relates to leadership, buying, customer experience training and awareness, analytics, design, optimization, and the four KCS enablers.

Explore different types of customer journey maps and how they vary by factors and dimensions in module six of the customer experience management course.

Examine 15 dimensions that categorize journey maps—focus, scope, persona, instance, creation, depth, scale, actor, perspective, state reliability, journey routes, service providers, channels, point of view—and they define map types.

Highlight reliability as the first dimension by contrasting hypothesis-based and research-based journey maps, using dialogue analysis to observe a day in the life of customers from purpose to implementation.

Explore dimension 2 of customer journey mapping by identifying current state gaps, defining target states, and outlining improvement cycles within a customer experience transformation program.

Explore the actor perspective to distinguish between customer journey maps and employee journey maps, highlighting customer actions, front stage and back stage lanes, and lines of external and internal interaction.

Explore macro and micro customer journey maps, end-to-end and silo-spanning blueprints that reveal duration, touchpoints, and actionable insights for improving the customer experience.

Explore how dimension 5 adds depth by displaying all lanes or only primary lanes in a customer journey map, providing context and enabling stakeholder alignment.

Dimension six distinguishes product specific from experience specific journey maps, with product maps showing touchpoints with the company and experience maps showing all touchpoints and the job to be done.

Explore persona perspective in customer journey mapping by contrasting single customer journeys with persona-based journeys, highlighting actions to complete purchases or jobs and stakeholder alignment.

Compare actual instance journey maps, showing real-life, dynamic settings, with dream instance maps, showing hypothetical, static settings, to understand how environment and context influence customer experience.

Explore the 10th dimension of creation by comparing co-created and standalone customer journey maps, highlighting how customer involvement drives insights, faster redesign, and better change management.

Compare customer and management perspectives in journey maps, identifying expectations, gaps, and touchpoint variations. Examine biases and designed experiences that shape the perceived experience and a wow experience.

Explore how single-channel and multi-channel journey maps reveal the customer journey across one or multiple channels, enabling channel-specific analysis, competitor comparison, and identification of experience gaps.

Explore dimension 13, examining single vs multiple service provider journey maps. Learn how single-provider maps capture detailed touchpoints and challenges, while multi-provider maps reflect broader interactions and complexity.

Dimension 14 contrasts planned plant journeys with actual customer journeys, highlighting bias and route variations, including a 4G dongle purchase example that shows paths diverging from the designed route.

Define objectives and scope for the journey mapping project, align sponsor, assemble the team, create a charter, run a pre-kickoff, and gain buy-in ahead of selecting a persona.

A persona is a semi-fictional, data-based representation of the ideal customer used to guide journey design and empathy, distinct from market segments; a persona canvas captures attributes, goals, and habits.

Map macro, meso, and micro journey stages for the selected persona in step three, detailing pre travel, travel, post travel, and sub-stages from awareness to advocacy.

Map the customer journey steps using hypothesis-based and research-based techniques, including role playing, brainstorming, mystery shopping, and surveys, with step back and step ahead approaches.

Map customer emotions at each touch point using a Likert scale from -2 to 2 or the wheels of emotion, and combine surveys, agent conversations, and real-time feedback.

Identify moments of truth across types: person to person, person to system, system to person, system to system, and person to product, and prioritize improvements by customer and company impact.

Capture issues, challenges, and ideas from customers and stakeholders at key moments of truth in the journey to inform resolution and overcome problems.

Map all optional lanes by capturing matrices and key performance indicators, including leading indicators, result matrices, and process KPIs, to assess whether the customer's experience meets expectations.

Verify and validate the customer journey map to ensure correct mapping, complete activity coverage, and accurate handoffs, while learning nine steps and practical techniques for journey mapping.

Navigate the deployer dashboard, create a new project using the customer journey map technique with blank or my templates, and manage ideas, boards, tasks, and sharing.

Add a persona by tapping the plus button, selecting a blank template, and filling mandatory fields like name, age, and location, then customize photo and color to map the persona.

Post ideas anonymously or openly using a submission form with name, description, benefit category, attachments, and tags; view ideas, vote, evaluate impact and effort, and collaborate to maximize benefits.

Select an execution methodology (Six Sigma, Prince2, or custom), build phases and tasks with checklists and due dates, and manage implementation from ideas to the customer journey's future state.

Map the airline customer journey via Kathy’s path from price comparison and mobile booking to lounge, in-flight experiences, and arrival, culminating in a successful business deal.

Outline objectives and scope to map the customer journey at macro and meso levels. Map stages from anticipation to destination and capture actions, touchpoints, emotions, and issues.

Map the meso level customer journey for an airline passenger, detailing six stages across three phases, with expanded actions and touchpoints that flow from macro maps toward micro-level mapping.

Explore micro level mapping of the departure journey by detailing customer actions before, during, and after departure, along with touchpoints and emotions tied to satisfaction data.

Map Mark’s clinic journey from call center and website booking to GP visit, screenings, tests, payment, prescription, and post-care follow-up, noting touchpoints, pain points, and improvement ideas.

Map a cafe customer journey from greeting to payment and follow-up, capturing order details, beverage preferences, and service interactions to improve customer experience as assignment two.