![]() ![]() To make a map, begin by thinking about how customers are introduced to your brand. Finally, the brand has an opportunity to advocate, following up with buyers by emailing a thank you, asking them to leave feedback, or providing opportunities for reviews and ratings, for example.Įach brand will have their own custom journey map it’s not one size fits all. Next customers act, which is when they make their purchases. They may also shop in a physical store, read reviews, or crowdsource to get recommendations. ![]() The appeals are closely tied to the ask, when customers explore the brand and shop for the solution to their needs. That’s when brands have the opportunity to appeal, or make their product pitch. The customer journey starts with awareness, or the moment when new customers discover your brand. The map covers the five “A's” of building a customer journey map: aware, appeal, ask, act, and advocate. It’s one thing to present your entire team with charts, graphs, and trends about your customers, and quite another to put the same team in front of ONE map that highlights what customers think, want, and do at each step of their journey.A customer journey map is a visualization of the customer’s journey. Visualize customer pain points, motivations, and drivers We’ve done a lot of customer journey work here at Hotjar, so we know that the above is true-but don’t just take our word for it: all the people we interviewed for this guide confirmed the benefits of journey mapping. Make improvements and convert more visitors into customers Remove internal silos and clarify areas of ownership Visualize customer pain points, motivations, and driversĬreate cross-team alignment around the business But just how you’re supposed to deliver on the concept and create wow-worthy experiences is often left unsaid, implied, or glossed over.Ĭustomer journey maps help you find answers to this ‘How?’ question, enabling you to: In 2023, it’s almost a given that great customer experience (CX) provides any business or ecommerce site with a competitive advantage. If you’ve identified opportunities for change and improvement, you may want to validate these findings via customer interviews and usability testing. Offer a quick write-up or a 5-minute video introduction of the activity: re-use the description you came up with on Day 1, including who was involved and the top three outcomesĬlearly state the follow-up actions: if you’ve found obvious issues that need fixing, that’s a likely next step. Instead of leaving the map hanging on the wall (or worse: taking it down, folding it, and forgetting about it), the final step is to wrap the process up and communicate the results to the larger team.ĭigitize the map so you can easily update and share it with team members: it may be tempting to use dedicated software or invest time into a beautiful design, but for the first few iterations, it’s enough to add the map to your team’s existing workflows (for example, our team digitized our map and added it straight into Jira, where it’s easily accessible) Once you’ve gone through the entire customer journey mapping workshop, the number one thing you want to avoid is for all this effort to go to waste. Finish the session by thanking your participants and letting them know the next steps. Wrap up Ĭongratulations! Your first customer journey map is complete. Having a cross-functional team means people will naturally start discussing what can, or cannot, immediately be done to address them (35–40 min). ![]() At this point, customer pain points and opportunities should become evident for everybody involved. Looking at the completed map, encourage your team to discuss and align on core observations (and take notes: they’ll come in handy on your final half day). At the end of the process, you should have something like this: Start by filling in the first row together, so everybody understands the process, then do each row individually (15–20 min). Using Post-its, ask each participant to fill in parts of the map grid with available information. Have all participants take turns presenting their empathy mapįacilitate group discussions where interesting points of agreement or disagreement appear Using the personas and data available, have each team member map their observations onto sticky notes and paste them on the relevant section of the empathy mapping canvas Offer a quick summary of the customer persona you’ll be referring to throughout the session Using the one-two sentence description you defined on Day 1, explain the goal and scope of the workshop and the activities it will involve Introduce yourself and your participants to one another Follow the framework below to go from zero to a completed draft of a map in just under 2 hours. This is the most interactive (and fun) part of the process. An example of a customer journey map template with different stages and themes Step 2: run the workshop ![]()
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