Customer Journey Mapping
Customer Journey Map Template
A Customer Journey Map (CJM) is a visual map of a specific job or process that a main user, operator or customer has to do. This tool allows you to visually capture how a ‘job’ is currently done step-by-step. It can provide insight into what works well and fails to work well at each step or touchpoint of the process.
When is Customer Journey Mapping used?
Customer Journey Mapping is used for the documentation of observations relating to users and operators undertaking a selected ‘job-to-be-done’. When a minimum of 5 users’ journeys have been mapped (undertaking the same job-to-be-done), you will start seeing patterns emerging in what works well and what doesn’t.
These can lead you to identify problems and challenges that might be worth addressing, as well as things that work well that could be built upon.
How to develop your Customer Journey Map:-
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Identify who is the main user, operator or customer and what is the ‘job to be done’ by them.
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Capture each step in how the job is currently done. Include any equipment, services or other people they must interact with or side tasks undertaken to complete that ‘job’. Include preparatory activities as well as any follow-on activities, to ensure you take a holistic look at the job or process in question.
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Capture what works well and what fails to work at each step – interviews may be required to gather this information. Make notes on any emotional, functional or technical issues or observations at each step. Make a note of any aspects that may need to be clarified through further research.
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For each step, map the user/operator’s emotional experience, giving it a positive or negative positioning, based on the tone and strength of their observed reactions to each task. Again, interviews may be required to clarify any unknowns or to verify assumptions.
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Explore any problem of need in greater detail at each step. Where there was an issue, or a good experience gather further information. You need to understand the reasons why – these may relate to functional, emotional and / or social aspects.
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Steps 1-5 should be repeated for each user / operator that was observed doing the same job.
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Once you have mapped several of your users’ / operators’ journeys you will start seeing patterns emerge around things that work well and things that don’t. These can lead you to identify problems and challenges that might be worth addressing, as well as things that work well that could be built upon.
Things that work well and issues
Things that work well and issues identified typically fall under three themes:
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Functional Issues: These relate to usability, functionality, and performance. A customer journey map helps identify pain points where customers struggle with specific features or processes. By pinpointing these issues, you can improve functionality, streamline processes, and enhance the overall user experience.
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Emotional Issues: Emotional aspects play a crucial role in customer satisfaction. Customer Journey maps reveal moments when customers feel frustrated, delighted, or indifferent. Understanding these emotions allows you to design interactions that evoke positive feelings and minimise negative ones.
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Technical Issues: Technical glitches or system failures can disrupt the customer journey. A map helps you identify touchpoints where technical issues occur. By addressing these, you can ensure a smoother experience and prevent customer frustration.
Tips: Where observation isn’t possible, ask your main users / customers to keep a detailed diary and review this with them. Or get the users / customers to talk you through their experiences. Ask them to describe the ‘job’ in terms of a good day and a challenging day.
This technique will enable you to map out the job the user / operators have to do step-by-step. It is a useful way to help ensure you understand the steps involved and gain insights into what works well and what fails to work well in a more structured approach.
Notes
• Usability research suggests that a study with 5 participants identifies 85% of usability problems. (Source: Jacob Neilson).
• If you map using tacit knowledge, any unknowns need to be clarified with the users or main operators involved.
• Useful to have KOL walk through the job, process or procedure with you and your team beforehand so aware of the areas with the greatest challenges.