DTA Toolcard Customer Journey Map

Customer Journey Map

CUSTOMER JOURNEY MAP

WHY

Creating a customer journey map builds empathy by focusing on the present journey of the customer. At its best, this is a continuous activity to plot information about why your customers do what they do and how they experience interacting with organizations and/or services through different touch points. This enables you to identify opportunities to help customers better attain their goals.

HOW

The Customer Journey Map (CJM) can be used to zoom out and create a complete journey or to zoom in on a specific stage or customer role within this journey. Filling in the map is a team activity and can be done by following these actions: 1. Create Persona: summarize a depiction of your target group from the Persona Canvas; 2. Create Journey Stages: describe the actions your persona needs to take to reach a goal from start to finish; 3. Customer Activities: describe what the persona is trying to get done; 4. Emotional Status: what is your persona feeling at every

specific journey stage?

5. Customer Context: define the environment in which the persona operates; 6. Touch points: list the contact points where your persona interacts with a service; 7. Data: list relevant information that can be used to improve the journey of the customer; 8. Opportunity Areas: describe what you can improve in the journey of your persona.

EXAMPLE For a financial company, the team imagines the journey of a young man buying his first house. This involves everything from starting to orientate on buying or renting to seeking confirmation of the decision after buying the house.