Experience Mapping™

Walker Journey Mapping can help. Highly interactive and collaborative, journey mapping is a multi-faceted exercise that documents various touchpoints.
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Depending on the product or service you might have 40—80 objectives. Sitting underneath the objectives should be what people are doing behaviours , positive feelings and negative feelings. Prioritise individual behaviours and feelings on the order that best fits the objective, or the most frequently identified comments in your notes. No one customer will demonstrate all behaviours you identify while experiencing a product or service.

The map represents all behaviours, feelings and thoughts by all customers. Also not all people do these objectives in any given order. Once you have ordered the objectives break them into groups or stages of an experience. Name the stages using a verb in the present continuous i.

Choosing , Buying etc. Getting a representative from each part of the business in a room will help you capture attributes of the product that are supporting or failing to support user behaviours. Capturing what your competitors are doing well across the whole experience is not easy. The best way to achieve this is carrying out a longitudinal study. A longitudinal study is an observational research method in which data and observations are gathered from a number of participants over a period of time.

The Seven Steps Of Highly Effective Journey Mapping

Diary studies are my favoured form of longitudinal research. They can last a course of weeks or months. The most convenient way of collecting these moments is by getting participants to use a mobile app. One app that is worthwhile having a look at is nativeye. An alternative to a diary study is carrying out competitor analysis through desk research. It will however, produce significantly fewer insights of what your competitors are offering to their customers. Name each group with a label that represents all the post-its. These post-its will represent the beliefs people have about the product or service.

These beliefs should sit outside the map for two reasons. Mixing behaviours, feelings and thoughts disrupts the flow of the map. Once the map is complete, run a workshop with product owners to brainstorm ideas for the road map. When you present back your map to people within your company you must tell the stories that you heard in the user research. Gaps will open up showing where the product or service is not meeting the behaviours of customers.


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Strategic projects will also become visible by taking into account the competition. No matter how much evidence you put in front of an organisation, when it comes to making a roadmap, you should expect other factors to come into play.

JOURNEY MAPPING

An experience map is not a solution for internal politics but it does give you the ability to draw on evidence from customers as you work through priorities. The first step in creating a road map is prioritising your list of ideas. I recommend using a set of criteria to help you prioritise potential projects. You can give each project a score based on the set of criteria. Scoring potential projects is a subjective process but using domain experts and any data available will help. Domain expert to set score: The important thing is not HOW it looks, but rather WHAT it does — namely, giving you a quick and easy way to understand how the customer feels at each stage.

Continuing our conversation about the cable customer, a journey map for them would look something like this:. Customer contacts cable company to get the deal and is initially shocked at install fee, but based on monthly rate, agrees to go with company for service. Special rate promotion expires, customer contacts company to check prices and offers, and is shocked to find the price has almost doubled! Customer agrees but is disgruntled and starts to complain to friends and family.

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Customer is now incensed and wants the same deal. Customer does the math again and realizes that by canceling and moving services to another company, he would still be further ahead, even after paying the penalty fee. Customer leaves the company and moves all of his services away — including Internet and Mobile phone services, causing the company to not only lose the cable business but also the other bundled services.

Customer tells many people about the issues and problems he experienced with the company and even writes a blog post about his experience which he shares with the world! The above journey is actually a journey from my own experience… and yes, I did write a blog post about it! As you can see on the map, there are quite a few different touchpoints, even for this simple example. While the journey map provides a simple interface for all of the touchpoints between a customer and a business, it does not really focus on these touchpoints from a specific point of view.

The experience cycle serves to complement the sales cycle. Experience — now the customer pushes the boundaries of the product or service. They test out and use all of the features, especially those that are most useful to them.

Customer Experience Mapping - Strategy Training From leondumoulin.nl

They are also a strong proponent of the service and if their journey has been good, they can help to advocate its use in the industry. Each of the touchpoints of the customer journey can be similarly mapped to a customer experience. The greatest benefits would be when the customer calls for the initial price adjustment, post promotion period. The fact is that they should: Not have had to call in at all.

Alternative strategies could have included offering a reduced discount for increased services. By ensuring that the customer does not have to call in the first place, you are moving in the right direction. This focus on honest and improved service up front is what will move the customer to a true advocate of the service.

A good product package, a good interface, a good support service, and other well-executed touch points enable a similar cycle of experience. While the ideal goal is a lovely graphical representation of all of the steps that a customer takes from Point A to Point V with stops along the way at Points M, Q, and Z , you do not have to start with pretty pictures, videos, and storyboards.

Spreadsheets might not be the sexiest tools out there, but they are really simple, easy to use and they are a tool that everyone is reasonably familiar with. Ensure that the story remains front and center in the mind of everyone viewing it. You can always get a designer to produce graphics afterwards.

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With your stakeholders, focus on collaborative sessions where everyone is involved in the actual data gathering, map building, and analysis process.