Customer Journey Mapping: 11 Steps to Creating a Successful Journey Mapping Expereience
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The document outlines an 11-step process for creating effective customer journey maps, focusing on understanding customer needs, emotions, and experiences. It emphasizes identifying impactful moments in the customer's journey and brainstorming desired experiences to improve overall satisfaction. The proposed improvements aim to enhance customer retention by addressing frustrations during the service process.
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Customer Journey Mapping: 11 Steps to Creating a Successful Journey Mapping Expereience
- 1. 11 Steps to Creating a Successful Journey Mapping Experience Journey Mapping noHold, Inc. Copyright © 2015
- 2. Pens (various colors preferred) Post-it notes (various colors preferred) Board (or large sheet of paper) Small Group Tools
- 3. Choose a customer and their journey. Step 1
- 4. Get in the customer’s frame of mind and write a few attributes about them. Step 2 busy tech savvy small business owner budget conscious parent health conscious
- 5. Write each step in the customer’s journey. Step 3 Jim wants a smoothie Jim drinks his smoothie I want a smoothie Smoothie was good! drives to smoothie hut parking lot full parks across street walks to the hut waits in long line …
- 6. Write the emotions the customer might feel at each step. Step 4 Jim wants a smoothie Jim drinks his smoothie I want a smoothie Smoothie was good! drives to smoothie hut parking lot full parks across street walks to the hut waits in long line … happy frustrated anxious frustrated
- 7. Take a moment to look over what has been written and see if you could add extra steps or emotions Pause
- 8. Cast votes for the most impactful moment; negative(red) & positive(green). Step 5 Jim wants a smoothie Jim drinks his smoothie I want a smoothie Smoothie was good! drives to smoothie hut parking lot full parks across street walks to the hut waits in long line … happy frustrated anxious frustrated
- 9. Identify the people and things that are involved with the impactful moment. Step 6 Jim wants a smoothie Jim drinks his smoothie I want a smoothie Smoothie was good! waits in long line frustrated other patrons baristas decor menu special offer building new employee
- 10. Determine a measurable consequence that the impact moment has on the customer Step 7 Jim wants a smoothie Jim drinks his smoothie I want a smoothie Smoothie was good! waits in long line frustrated other patrons baristas decor menu special offer building new employee consequence: decides to try another smoothie shop
- 11. Write out the wins or needs of the customer during the impact moment Step 8 Jim wants a smoothie Jim drinks his smoothie I want a smoothie Smoothie was good! waits in long line frustrated other patrons baristas decor menu special offer building new employee consequence: decides to try another smoothie shop needs: feel taken care of get smoothie quickly return to work
- 12. Take a moment to look over what has been written. See if you could modify people, things, needs, impacts, etc. Pause
- 13. Brainstorm the desired experience: how you want this customer to feel. Step 9 consequence: decides to try another smoothie shop needs: feel taken care of get smoothie quickly return to work desired exp: fast, efficient service desired exp: waiting in line can be productive desired exp: this is worth the wait
- 14. How to get the customer to the desired experience. Step 10 consequence: decides to try another smoothie shop needs: feel taken care of get smoothie quickly return to work desired exp: fast, efficient service desired exp: waiting on line can be productive desired exp: this is worth the wait improve training program for smoothie makers display news updates/ provide wifi organic produce delivered fresh daily
- 15. Propose new experience with a statement. Step 11 This new experience will address Emotions and Impact Moment(steps 4-5) customers feeling frustrated while waiting in line. We can accomplish this through Creating a new Desired Experience(step 10) improvement of training for smoothie makers, displaying news updates/ wifi, and providing fresh organic produce everyday. These changes will impact Measurable Consequence(step 7) improve customer retention by 3%..
- 16. www.noHold.com noHold Inc. builds Virtual Agents that help some of the most successful companies in the world, increase revenue and decrease cost, while increasing customer satisfaction. Smarter Self-Service noHold, Inc. Copyright © 2015