Customer Journey Map: Applying the Top 10 Requirements

A customer journey map is a critical tool to understand your customer experience.  A journey map can help you understand a long-term engagement, such as when a prospect shops for your category, or to find opportunities to improve a specific experience, such as when a customer calls for service.Customer Purchase Map with Criteria

Last week’s post Customer Experience Journey Map – the Top 10 Requirements generated a ton of great dialog through Twitter, LinkedIn, email and even a few phone calls.  To help continue this dialog, this post includes two example customer journey maps that we use with our clients at Heart of the Customer.  Please keep in mind that these are simply our implementations of the journey map criteria.  As a Customer Experience advocate and researcher, I make no pretensions to graphic design skills!  But this may help you apply the criteria to your own customer experience.  You can also download a PDF of the two maps at the end of this post.

Even better, there is now a white paper.

The first customer journey map is a variation of the Home Theater Purchase Journey Map from last week’s post.  The map includes commentary on how it implements the 10+4 criteria.  The second is a deep dive into a specific customer experience, scheduling a physical.

The key difference between the journey maps is what you are trying to understand.  The purchase journey map focuses on identifying touch points, including those outside of the company’s control.  The customer experience journey map focuses instead on the emotions your customer experiences through the journey.  As a result, a different map is placed in the center – touch points for the purchase journey and emotional impact for the experience journey map.

I really enjoyed the conversations (and debates!) generated by the customer journey map criteria, and would love to continue the conversation.  Connect to me via LinkedIn, or go to the Contact page for my email or phone number.

As a reminder, the 10 critical customer journey map criteria are:

  1. Represent your Customer’s perspective.
  2. Use research.
  3. Represent Customer segments.
  4. Include Customer goals.
  5. Focus on emotions.
  6. Represent touch points.
  7. Highlight moments of truth.
  8. Measure your brand promise.
  9. Include time.
  10. Ditch the PowerPoint.

The four optional criteria are:

  1. Break the experience into phases
  2. Bring in Customer Verbatims.
  3. Include Customers and Non-Customers.
  4. Use your other Voice of the Customer components.

I wish you the best of luck implementing these criteria and learning more about your customer experience!

You can download the PDF of the two customer journey maps here.

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Trackbacks & Pingbacks

  1. […] maps had little in common with each other.  There’s still not total agreement as to what makes a great customer journey map, but consolidation is starting to happen.  For example, fewer journey maps are being generated […]

  2. […] By the way, I have included two detailed templates in my follow-up post Customer Experience Journey Map: Applying the Top 10 Requirements […]

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