What is a Customer Journey Map
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- เผยแพร่เมื่อ 31 พ.ค. 2024
- In its most basic form a Customer Journey Map is a visual representation of the steps your customers goes though in your service and the emotions they feel during that journey.
You might know a #CustomerJourneyMap by different names as #UserJourney, Employee Journey, Patient Journey or even a #ServiceBlueprint but whatever name you use the fundamental concept is always the same.
In this video I explain what a Customer Journey Map is and how it's structured. We also talk about the 4 information layers that you'll find in most maps. The Customer Experience layer, the frontstage, the backstage and the layer with supporting systems and processes.
We also dive into the world of theatre as that's a great metaphor to show what Customer Journey Maps are and how they work.
By the end of the video you should have a better understanding what a Customer Journey Map and be able to explain it to people around you as well!
Also want create better Customer Journey Maps in less time?
Check out this free masterclass:
go.servicedesignshow.com/d0iyw
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0:15 Start
0:54 Introduction
1:38 Definition Customer Journey Map
2:47 Elements of customer journey map
3:00 General overview
3:42 (1) Customer experience - the chronology, the stages
6:26 (2) Front-stage - How is the customers interacting with front-stage (your service); channel, web, mobil apps. How are the consuming the service.
8:18 Summary (1) and (2)
8:56 Describe 2 bottom layers
9:24 (3) Backstage - employees activities
10:13 (4) System and process
11:23 Example
should have included the visual of example journey map being explained, would have made the video much clearer
So creative! I have seen the confusing images for the journey maps. This is a great way to describe - the four layers as a theater! Love it!!
Great video Marc. I like the emotional part of the experience you talk about. Ties nicely to 'wow moments' we have with a customer. Like you, I design customer experiences. I found a consideration when designing a customer journey, is understanding customer expiry.
Customer expiry works like this. Each time we enter into a buying decision, we consciously or unconsciously decide how much time we will spend before we make a buy decision.
Customer expiry varies. I've seen some customer profiles make buying decisions in 11 minutes and others can take several months.
If a customer's buying experience expires in 3 days, then the customer journey must be achieved in three days.
How many times have we as customers been contacted by organizations to conduct a demonstration of the product after we made a buying decision? It's too late - we already bought.
The timing of when each interaction is delivered is an essential layer.
Thank you very much, that was a great reminder about the most important principles, and I will definitely use the "theatre" comparison to engage our "backstage" colleagues in customer service.
I love the analogy of the theatre. Great observation. Take care!
Perfect explanation of CX and a super easy way to explain to staff... especially the sceptics. Thank you
Awesome! Feel free to share the video around :)
The theatre analogy was awesome, but wish you had brought it up earlier in the video and then talked about the granular points of customer journey as well as included supporting visuals. Overall a decent video though. Thanks for explaining! :)
Thank you for explaining everything. I have to create a Ridership Journey map for my leadership project and your explanation was right on.
Fantastic explanation, clear and succinct with everyday life examples, Theatre and Flying. I tried to wrap my head around this but always found it confusing until now. You could literally make rocket science sounds like everyday science. Cheers mate.
Awesome, happy to hear it was helpful!
Thank you so much! Can't believe we get this info for free. Subscribed :)
Thanks for the sub!
THANK YOU! I will try to do some now. Thank you for the examples.
Happy to hear you found it helpful! Don't forget to check out the other videos on customer journey mapping!
Thank you! Well said!
Seems to me that what you've described is a Service Blueprint? Are these interchangeable or is there a difference? Thanks
Yes, you are right Tomek. What I describe is more of a Service Blueprint. I have an article on the difference over here: www.servicedesignshow.com/customer-journey/guide/#tab-con-48
HOLY MACARONI, 25K VIEWS! WELL DONE, MARC.
Well said
Great Explanation! :)
Excellent. Thankyou
very informative.thank u for all these.
Thanks for amazing explanation
Happy to hear you found it helpful!
Nice video! I also downloaded the "Masterclass" video. But I did not figure out how you actually do the mapping? Observations? Focus groups? Asking the customer? And are you making different maps for each personas or target groups?
There are many ways to do user research and get the raw data needed to fill the map. There is no single formula for which research method you need. It depends on many aspects like the goal of your map and the context you're in. How to handle multiple target groups and personas is something that we discuss in-depth in The Perfect Map (www.servicedesignshow.com/courses/the-perfect-map/) so check that out if you'd like to learn more.
Could you go more in-depth about what touch points are?
it is perfect
Thank you very much!!!
Our pleasure David.
this is an amazing explanation thx so much!!!!!
Happy that you found it helpful!
very good presentation
I like you mention "touchpoints", clarify what's not a touchpoint and that you're going to explain them in a minute ... and never mention them again. ;)
Hi Marc. this seems more like a service blueprint with customer journey map included in the top 2 layers. I understand a blueprint to include the front stage and back stage actions and experiences. Do you agree?
Yes, I would agree.
This is way clearer than the lecture I got at uni. Thanks! (En ik denk groetjes?)
Hello! I'm starting my studies in UX and I have read about journey maps and seen some videos but I'm still not clear about where does a UX designer would use this? What is it applied to? It's supposed to be applied to the website or app is being designed? or to my customer's product? and how would it benefit my design? and in what moment is it supposed to be used?. You would really help me if you clear my doubt. Thank you very much!
Journeys help you to understand the life of your customers. The things they go through. The needs and desires they have. By starting there you have a much better shot at creating solutions that you're customers will use and love. So if you're building a grocery shopping app you want to understand at which moments in the life of a shopper this app will be useful. And what problem the app needs to solve at that moment. Does this make sense?
@@Servicedesignshow yes, it is clearer for me now. Thanks!!
Fundamental elements of a customer journey map: 2:48
I’m curious why you did not mention showing in the map whose journey it represents.
Who the specific customer is should be inseparable from the map. Whether an actual person, a segment, a persona, but it should be part of the document. In your theater example: is it an art critique, a frequent theater-goer, or a teacher with a class of students. All different journeys. Without this element the map becomes unclear for people using it later on (i.e. beyond its creators). Many public examples on the web are missing this vital element.
This also helps keep the journey relatively simple, as it does not need to show every possible path, just the specific one.
This also distinguishes a service blueprint (showing all backstage processes) from a user journey (showing only processes relevant to the journey).
You are absolutely right that any usefulJourney Map always needs a lead character! I even talk about this in my video on the 5 biggest journey mapping mistakes... I think I called it the anonymous map :) th-cam.com/video/kPhqAlzh1BU/w-d-xo.html There is a lot to say about journey maps and I had scope this video and explaining this specific part didn't make the cut. Luckly youtube allows to create playlist :)
I'd recommend exploring Job Stories [ a new updated version of Use Case's based on the Persona ] The Persona focus on the WHO, the Job Story focuses on the WHAT [ is happening / context or situations, the events that are happening ] and the Customer Journey can then map out the HOW someone interacts with your brand / solution and what activities and situations are compelling them. #JTBD Jobs-to-be-done should really help drive this stage of the game. jtbd.info/replacing-the-user-story-with-the-job-story-af7cdee10c27
#nJOY :)
Nice thumbnail but it does not feature ie the diagram
Exce llent!
👌
Good video. It would be even more helpful, if you showed the theatre example you talked though mapped out using the temple you described
Great idea for a future video. Thanks!
i wish u use cinema as an example just thought about now but good explanation
Can I create a customer journey map on word ?
Very good video! very instructive!
I read somewhere about the tools needed for Enterprise design thinking:
-Journey mapping (this one I guess!)
-Co-creation design tool
-Visualization tool
Where I can found the last two?
Thank you
Can you explain what you mean with the last two?
@@Servicedesignshow Thanks for answering.Sorry, I'm speaking about:
-Co-creation design tool
-Visualization tool
Thank you
@@higiniofuentes2551 Can you explain what you mean with "co-creation design tool" and "visualization tool".?
@@Servicedesignshow Thank you for follow up! My questions are based in the th-cam.com/video/_gxBBVDzQO8/w-d-xo.html&ab_channel=Sandbox video, where is mentioned the tools I'm speaking of. And with the youtube finder I landed in your nice video!
India want to start a saas to create own food and order online.
User is a health conscious person he wanted to get is own food.he will give all ingredients and number of person the recipes stored in data base will emerge so click and order chefs will serve the food as ordered.if we can build rollyroce cars customers made why not this please join all who is intersted.
where are the sticky notes man?
too long repetitive explanation, but we thank you for this informations
What do you feel was repetitive and how could the expansion be made more clear?
TLTW Really
You don't show the resulting map at all, which makes this video quite unhelpful, since the wording in those contexts is always vague and leaves room for interpretation
Hi Brian, there are many other videos on this channel where you'll find a journey map from start to finish.
So a customer journey map is basically a business process flow (like BPMN) but with emotions involved ? Sorry this is completely new to me and i come from a waterfall experience 🥲