Journey Map

JOURNAY MAP

DEFINITION

A customer journey map is a visual representation of the process a customer or prospect goes through to achieve a goal with your company. With the help of a customer journey map, you can get a sense of your customers’ motivations–theirneedsandpainpoints.

WHY

The best way to visualize how a customer interacts with a business is by mapping it. Most customer journey maps start as excel sheets that outline key events, customer motivations, and areas of friction within the user’s experience. Then, this information is combined into a comprehensive visual that describes an average experiencewithyourbusiness.

By understanding this relationship, you can understand how to structure your touchpoints to create the most effective and efficient process for your customers. A customerjourneymapmapsoutthecurrentprocess,from the first to final touchpoint, to see if your customers are currentlyreachingthegoalsand,ifnot,howtheycan.

HOW YO

1. 2. 3. 4. Setclearobjectivesforthemap. Profileyourpersonasanddefinetheirgoals. Highlightyourtargetcustomerpersonas. Listoutallthetouchpoints.

Actions

List out all of the actions your customers throughouttheirinteractionwithyourbrand. perform

Emotions&Motivations

Customer'semotionswillchangedependingonwhichpart of their journey they're at. The emotional driver of each of your customer's actions is usually caused by a pain point oraproblem.

Obstacles&PainPoints

Get toknowwhat road blocks are stopping your customer from making their desired action. Highlighting these potential obstacles in yourcustomerjourney can helpyou tomitigatethem.

5. 6.

7. 8. Identifytheelementsyouwantyourmaptoshow. Determine the resources you have and the ones you'llneed. Takethecustomerjourneyyourself. Makenecessarychanges.

REFERENCE: “How to Create an Effective Customer Journey Map.” –blog.hubspot.com/service/customer-journey-map