1. Using Customer Journey Maps to Improve Your Customer Experience
Aimee Lucas, CCXP
Temkin Group
Boil it down to 5 lessons … 5 big lessons … to help you create and use customer journey maps to improve your customer experience.

2. Q:
Is this a good page?
Customer trying to find a tablet

3. ? Q:
Is this a good page?

4. How about
for a…
Non-techie Grandma who wants to buy a tablet for her 4-year old grandson?

5. X
How about
for a…
Non-techie Grandma who wants to buy a tablet for her 4-year old grandson?

6. How about
for a…
Technology buff who wants to buy an Android tablet and has a $600 budget?
Customer trying to find a digital camera

7. How about
for a…
Technology buff who wants to buy an Android tablet and has a $600 budget?

8. 
How about
for a…
Technology buff who wants to buy an Android tablet and has a $600 budget?
Customer trying to find a digital camera

9. “Consumers are statistics. Customers are people.”
Stanley Marcus
Nieman Marcus President and Chairman of the Board ( )
Customer Journeys are PERSONAL

10. Lesson #1
Start your customer journey mapping by identifying your target customer(s).

11. Companies are from Venus and customers are from Mars
High interest
High knowledge
Mixed understanding of customers
Politics & egos
Needs
Goals
Interests
Knowledge

12. Most companies operate like this
Customers
High interest
High knowledge
Mixed understanding of customers
Politics & egos
Needs
Goals
Interests
Knowledge

13. Companies need to act more like this
Customers
High interest
High knowledge
Mixed understanding of customers
Politics & egos
Needs
Goals
Interests
Knowledge

14. Lesson #2
Customer journey maps identify how the customer views an organization by putting interactions in the context of the customer’s broader goals, objectives, and activities.

15. What is a customer journey map?
A visual representation of the steps and emotional states
a specific customer goes through
over a period of time
to accomplish a specific goal
that may include some interactions with your organization

16. CJMs can come in many shapes and sizes

18. Essential elements of CJMs
Target customer and goal for the journey
Stages of journey with customer’s steps and activities in each stage
Customer’s expectations for what they can accomplish in each stage
Customer’s perceptions of experience based on expectations (success and effort)
Customer’s emotional state

19. Mistakes to avoid when creating your map
Not identifying a persona or target customer for the journey
Using company-centric language
Mapping company touchpoints that don’t include customer
Starting / stopping journey with company touchpoint
Skipping stages that don’t include company

20. Journey: Upgrading smart phone with current service provider
Not so great:
Who is trying to do what?
Upgrade campaign
Visit store
Close sale with customer
Cross-sell accessories
Update customer record
Activate new device
Getting better:
Marie: married, 60-something, semi-retired, active but not expert smart phone user, first time upgrading her phone
Journey: Upgrading smart phone with current service provider
Receive upgrade
Explore my options
Buy new phone
Set-up new phone
Use new phone
Pay 1st bill after upgrade

21. Make sure your customer journey map can pass the “I” test.
Lesson #3
Make sure your customer journey map can pass the “I” test.

22. Journeys have an underlying structure
a journey
A stage
a moment
Some moments mean more than all the others!

23. Drive action using Moments of Truth
The individual interactions that have
the biggest impact on customer loyalty.
Can be positive or negative or part of the “white space”
Impact customer’s memory of the experience
May be found at high and low points, transitions, endings
If neutralized, may no longer be a Moment of Truth
MOTs can change as customer expectations change

24. Why focus on Moments of Truth?
Shape initial hypotheses on the importance of stages and touchpoints to validate with customers
Identify potential areas of improvement or CX innovation
Adjust customer listening posts:
To prioritize monitoring of MOTs
To gauge impact of changes deployed in MOTs over time

25. Focus on the customers and interactions that make a difference.
Lesson #4
Focus on the customers and interactions that make a difference.

26. CJMs are one component of larger effort
Communicate
Measure and Monitor
Ongoing
customer experience operations
CX Governance
Training and Coaching Employees
Innovate and Improve
Designing Interactions / Experiences

27. CJMs are one component of larger effort
Understand, diagnose experiences
Ongoing
customer experience operations
Customer Journey Mapping
CJM Action Planning
CX Governance
Establish baseline of experience
Hypothesize future experiences

28. To raise your chances of success
Don’t do Do
Rely on internal analysis
Assume customers view their journey differently than you do

29. To raise your chances of success
Don’t do Do
Rely on internal analysis
Assume customers view their journey differently than you do
Create the map in isolation
Involve stakeholders early and often

30. To raise your chances of success
Don’t do Do
Rely on internal analysis
Assume customers view their journey differently than you do
Create the map in isolation
Involve stakeholders early and often
Just use CJMs to identify problems
Use for innovations and to define “Detect” strategies
Are CJMs good for finding mistakes to fix or for designing future state experiences? Yes and yes. CJMs can be used to identify gaps in the current state of experiences as well as helping to identify the opportunities for better future state experiences. Depending on your goal, you will likely want to adjust your customer research approach.
How much detail do we need? It depends on what you are trying to accomplish. The maps shown above are at a level that would help point a company into specific areas for improvement. If you wanted to redesign an area such as rebooking a flight, then you would really want to get much more granular information about the customer journey in that area.

31. To raise your chances of success
Don’t do Do
Rely on internal analysis
Assume customers view their journey differently than you do
Create the map in isolation
Involve stakeholders early and often
Just use CJMs to identify problems
Use for innovations and to define VoC strategies
Use CJMs only to develop initial recommendations
Use as lasting framework for ongoing design and training

32. Lesson #5
Remember: the “real” work begins once the customer journey map is finished.

33. Five Key Lessons
Start your journey mapping by identifying your target customer(s).
Customer journey maps identify how the customer views an organization by putting interactions in the context of the customer’s broader goals, objectives, and activities.
Put on your customer hat and make sure your customer journey map can pass the “I” test.
Focus on the customers and interactions that make a difference.
Remember: the “real” work begins once the customer journey map is finished.

34. Thank you! Aimee Lucas, CCXP www.TemkinGroup.com
CX Transformist & Vice President