Let’s try to understand the concept of Customer Journey Mapping
What is Customer Journey Mapping?
Customer Journey Mapping is the right thing to do when we want to know how exactly user interact with our product or service—their emotion and their thought about it. It tells you about their customer experience. Mostly, Customer Journey Mapping are defined as a whole journey or processes of their customers experience — before, during and after they used the product.
Why should a company use Customer Journey Map?
The main goal of customer journey mapping is to tells a companies about their customer experience and they want to create or improve their product to the point that are very useful and needed by their customer, then they should consider their customer experience as a powerful tools to make it happen.
And how exactly they know about it? Customer Journey Mapping is one of the answer.
Not only that, but they will also gain more benefit like these :
- Higher customer satisfaction
- Easily identify about the problem in their product or service
- Reduces cost and improved sales process
- Have a better insight about the customer expectation
What do you need to know before making a customer journey?
Before we start to create this things out, we need to make some preparation first. So, what do we need to prepare?
- User persona. Without a well understanding of your user persona, how will you capture their whole journey?
- Scenario. What do you want to plan? This could be a scenario from an existing journey where its process will uncover the positive and negative from the product, or it could be a “to-be” scenario where the designer are making a scenario which product doesn’t exist yet.
- Clear understanding about customer touch points. To put it simply, it’s a point that clearly show what are users doing and how are they doing it?
- Clear understanding about channels in every users action. Channels are the places where the user interact with the product or service, in every single action they do.
- Understanding of any other actors who might alter the customer experience. Their beliefs might come from their closest circle whether it’s a friend, family, colleagues etc. And it might affect their given interaction that related to the product.
- A plan for “moments of truth”. It’s a moment where you can give the customer a space about being honest where they can give whether its a good or bad feeling in their action which is related to the product. This will tells you about the customer insight.
So, how to create ?
It’s better to read this article for your knowledge. There’s a lot of template and type of Customer Journey Map based on the goal. But I present you the best way to approach this method and here’s a few example of it
Here’s simple example from my colleague theses, basically my goal is I want to mapping out their emotion when they use my prototyping apps for ordering food and booking a place “beforehand”. From making this customer journey, I know what problem that I need to solve from the customer perspective.
This is another example of customer journey mapping that i used to mapping their activity and know what exactly they felt about that. With the user experience, I try to visualize the opportunity that could be a guide to make a new system for the restaurant.
Thanks for reading! If you enjoyed this article or if you have some discussion with me let me know in the comments.
