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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?
@kerrybodine
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
@kerrybodine
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?
@kerrybodine
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.
@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.
Current-state journey blueprint 4. Zero in on the root causes of customer pain.
@kerrybodine
Source: Adaptive Path
Envision your future customer experience
@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.
@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.
@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
@kerrybodine
Drive organizational change
Current-state journey map 9. Align your organization around the customer POV. 10. Help employees and partners develop empathy for customers.
@kerrybodine
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.
@kerrybodine
Communicate with customers
@kerrybodine
Communicate with customers
Future-state journey map 12. Get customers comfortable with an upcoming experience.
@kerrybodine
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?
@kerrybodine
HOW ELSE HAVE YOU USED JOURNEY MAPS? LET US KNOW!
@kerrybodine
THANK YOU!
@kerrybodine [email protected] kerrybodine.com/CXWeek15
HAPPY CUSTOMERS LEAD TO HAPPY SHAREHOLDERS. LET’S MAKE HAPPY HAPPEN.
Q & A
