10 Ways To Use Customer Journey Maps

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10 WAYS TO USE CUSTOMER JOURNEY MAPS

May 13, 2015 @kerrybodine

HAPPY CUSTOMERS LEAD TO HAPPY SHAREHOLDERS. LET’S MAKE HAPPY HAPPEN.

Agenda

What makes a journey map effective?

@kerrybodine

Agenda

What makes a journey map effective? What types of journey maps can you create?

@kerrybodine

Agenda

What makes a journey map effective? What types of journey maps can you create? What are 10 ways you can use journey maps?

@kerrybodine

WHAT MAKES A JOURNEY MAP EFFECTIVE?

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Journey maps are:

@kerrybodine

Journey maps are:

Diagrams that visualize

@kerrybodine

Journey maps are:

Diagrams that visualize the actions, thoughts, and feelings

@kerrybodine

Journey maps are:

Diagrams that visualize the actions, thoughts, and feelings of a person or group

@kerrybodine

Journey maps are:

Diagrams that visualize the actions, thoughts, and feelings of a person or group over time.

@kerrybodine

Journey maps are:

Diagrams that visualize the actions, thoughts, and feelings of a person or group over time.

@kerrybodine

Source: 31Volts

Journey maps are:

Diagrams that visualize the actions, thoughts, and feelings of a person or group over time.

@kerrybodine

Source: Intuit

Source: Intuit

Source: Intuit

Journey maps are:

Diagrams that visualize the actions, thoughts, and feelings of a person or group over time.

@kerrybodine

Source: Intuit

Source: Intuit

WHAT TYPES OF JOURNEY MAPS CAN YOU CREATE?

@kerrybodine

Four types of journey maps

•  Current state

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Source: Bridgeable

Source: Bridgeable

Source: Bridgeable

Four types of journey maps

•  Current state

@kerrybodine

Four types of journey maps

•  Current state •  Future state

@kerrybodine

Source: Bridgeable

Source: Bridgeable

Source: Bridgeable

Source: Bridgeable

Source: Bridgeable

Source: Bridgeable

Four types of journey maps

•  Current state •  Future state

@kerrybodine

Four types of journey maps

•  Current state •  Future state •  Blueprint

@kerrybodine

Source: Bridgeable

Source: Bridgeable

Source: Bridgeable

line of visibility

Source: Bridgeable

Source: Bridgeable

Source: Bridgeable

Source: Bridgeable

Source: Bridgeable

Source: Bridgeable

Future-state journey blueprints…

•  Represent the organization and infrastructure that you need to build in order to deliver on your CX vision.

Journey blueprints may come in two flavors…

@kerrybodine

Future-state journey blueprints…

•  Represent the organization and infrastructure that you need to build in order to deliver on your CX vision.

Current-state journey blueprints…

•  Represent the organization and infrastructure that support the experience your customers have today.

Journey blueprints may come in two flavors…

@kerrybodine

Four types of journey maps

•  Current state •  Future state •  Blueprint

@kerrybodine

Four types of journey maps

•  Current state •  Future state •  Blueprint •  Day in the life

@kerrybodine

WHAT ARE 10 WAYS YOU CAN USE JOURNEY MAPS?

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WHAT ARE 10 WAYS YOU CAN USE JOURNEY MAPS?

@kerrybodine

12!

Improve your current customer experience

@kerrybodine

Improve your current customer experience

Current-state journey map 1.  Identify pain points and prioritize fixes. 2.  Identify opportunities for feedback or measurement. 3.  Plan content and marketing communications.

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Improve your current customer experience

Current-state journey map 1.  Identify pain points and prioritize fixes. 2.  Identify opportunities for feedback or measurement. 3.  Plan content and marketing communications.

Current-state journey blueprint 4.  Zero in on the root causes of customer pain.

@kerrybodine

Source: Adaptive Path

Envision your future customer experience

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Envision your future customer experience

Future-state journey map 5.  Share the vision for your corporate strategy. 6.  Plan the rollout of a future product or service.

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Envision your future customer experience

Future-state journey map 5.  Share the vision for your corporate strategy. 6.  Plan the rollout of a future product or service.

Day-in-the-life journey map 7.  Identify innovation opportunities.

@kerrybodine

Envision your future customer experience

Future-state journey map 5.  Share the vision for your corporate strategy. 6.  Plan the rollout of a future product or service.

Day-in-the-life journey map 7.  Identify innovation opportunities.

Future-state journey blueprint 8.  Identify the infrastructure and capabilities needed to

deliver on your vision. @kerrybodine

Drive organizational change

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Drive organizational change

Current-state journey map 9.  Align your organization around the customer POV. 10.  Help employees and partners develop empathy for customers.

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Drive organizational change

Current-state journey map 9.  Align your organization around the customer POV. 10.  Help employees and partners develop empathy for customers.

Current-state journey blueprint 11.  Help employees and partners develop discover their own roles in

delivering a remarkable customer experience.

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Communicate with customers

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Communicate with customers

Future-state journey map 12.  Get customers comfortable with an upcoming experience.

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Source: Xplane

WHAT KIND OF JOURNEY MAP SHOULD YOU CREATE?

@kerrybodine

@kerrybodine

First ask: What’s our business objective? Then ask: What kind of journey map do we need?

HOW ELSE HAVE YOU USED JOURNEY MAPS?

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HOW ELSE HAVE YOU USED JOURNEY MAPS? LET US KNOW!

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THANK YOU!

@kerrybodine kerry@kerrybodine.com kerrybodine.com/CXWeek15

HAPPY CUSTOMERS LEAD TO HAPPY SHAREHOLDERS. LET’S MAKE HAPPY HAPPEN.

Q  &  A