{"id":76,"date":"2019-05-06T11:40:58","date_gmt":"2019-05-06T08:40:58","guid":{"rendered":"https:\/\/sherpa.digital\/?p=76"},"modified":"2021-10-25T17:21:55","modified_gmt":"2021-10-25T16:21:55","slug":"the-9-key-steps-of-customer-experience-cx-journey-mapping","status":"publish","type":"post","link":"https:\/\/sherpa.digital\/en\/thoughts\/the-9-key-steps-of-customer-experience-cx-journey-mapping\/","title":{"rendered":"The 9 key steps of customer experience (CX) journey mapping"},"content":{"rendered":"\n<p>A customer experience (CX) journey map can be created by predicting the respective behaviours of different personas, based on data collected by research, and it\u2019s one of the most effective tools in UX design. In this post, we&#8217;ll take a look at the CX journey mapping process in 9 steps by using basic concepts.<\/p>\n\n\n\n<p>While mapping customers&#8217; relationships with a brand or its products and services, it is necessary to define the milestones of a CX journey &#8211; that is, to identify some specific constants. These touchpoints can be scaled up to accommodate various needs, but any and every customer experience journey map must include the five assessment criteria shown below as a base.<\/p>\n\n\n\n<p class=\"has-white-color has-text-color\">a<\/p>\n\n\n\n<div class=\"wp-block-image is-style-default\"><figure class=\"aligncenter size-large\"><img decoding=\"async\" width=\"1024\" height=\"457\" src=\"https:\/\/sherpa.digital\/en\/wp-content\/uploads\/sites\/2\/2020\/09\/customer-journey-map-1024x457.jpeg\" alt=\"\" class=\"wp-image-425\" srcset=\"https:\/\/sherpa.digital\/en\/wp-content\/uploads\/sites\/2\/2020\/09\/customer-journey-map-1024x457.jpeg 1024w, https:\/\/sherpa.digital\/en\/wp-content\/uploads\/sites\/2\/2020\/09\/customer-journey-map-300x134.jpeg 300w, https:\/\/sherpa.digital\/en\/wp-content\/uploads\/sites\/2\/2020\/09\/customer-journey-map-768x343.jpeg 768w, https:\/\/sherpa.digital\/en\/wp-content\/uploads\/sites\/2\/2020\/09\/customer-journey-map.jpeg 1400w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/div>\n\n\n\n<p class=\"has-text-align-center has-small-font-size\"><a href=\"https:\/\/medium.com\/@ColumbiaRoadCom\/why-and-how-to-create-a-customer-journey-map-download-free-template-b832a614cbe0\" target=\"_blank\" rel=\"noreferrer noopener\"><sub>Example of a customer experience journey map<\/sub><\/a><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">What is the difference between customer experience (CX) and customer journey?<\/h3>\n\n\n\n<p><strong>Customer experience (CX) <\/strong>can be either pointing out the whole lifecycle of the user or in regards to just one touchpoint with a product\/service. However, <strong>the customer journey<\/strong> is a presentment of the touchpoints a customer engage with a brand. Then, what are the five steps to map the customer journey?<\/p>\n\n\n\n<p class=\"has-white-color has-text-color\">a<\/p>\n\n\n\n<figure class=\"wp-block-embed aligncenter is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe title=\"Customer Journey Mapping 101\" width=\"640\" height=\"360\" src=\"https:\/\/www.youtube.com\/embed\/2W13ext26kQ?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p class=\"has-text-align-center has-small-font-size\"><a href=\"https:\/\/www.youtube.com\/watch?v=2W13ext26kQ\" target=\"_blank\" rel=\"noreferrer noopener\">Nielsen Norman Group: Customer journey mapping<\/a><\/p>\n\n\n\n<ol class=\"wp-block-list\"><li><strong>Timeline:<\/strong> Important turning points that map the changes in customer relations with the brand over time. <\/li><li><strong>Personas: <\/strong>Half-imaginary characters, typifying basic personal features of a wider customer group, based on data collected from user research, combined with web analytics.<\/li><li><strong>Emotion:<\/strong> Symbolic representation on the mood line of a customer\u2019s emotional landscape at the moment of interaction.<\/li><li><strong>Channels:<\/strong> Entire vehicles of customer interaction and touchpoints with the brand.<\/li><li><strong>Touchpoints<\/strong>: Any and every moment of customer actions and interactions with the organisation or its products.<\/li><\/ol>\n\n\n\n<p>After defining the basics, it&#8217;s time to observe the customer experience flow and illustrate it as a roadmap. Megan\u200b Grocki\u200b, Experience Strategy Director at \u200bMad*Pow,\u200b explains the nine key steps of designing a CX journey map in a video she prepared for UX Mastery\u200b\u200b.<\/p>\n\n\n\n<p class=\"has-white-color has-text-color\">a<\/p>\n\n\n\n<figure class=\"wp-block-embed aligncenter is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe title=\"How To Create A Customer Journey Map\" width=\"640\" height=\"360\" src=\"https:\/\/www.youtube.com\/embed\/mSxpVRo3BLg?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p class=\"has-text-align-center has-small-font-size\"><a href=\"https:\/\/www.youtube.com\/watch?v=mSxpVRo3BLg&amp;feature=emb_title\" target=\"_blank\" rel=\"noreferrer noopener\">How to create a customer journey map<\/a><\/p>\n\n\n\n<p>In summary, here&#8217;s how we can repeat these nine steps, which visually form the crest of a wave.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">So, how to create a customer journey map?<\/h3>\n\n\n\n<p><strong>1. Review the goals<\/strong><\/p>\n\n\n\n<p>Consider the goals of the CX journey mapping process, as well as the goals of the organisation and its product or service.<\/p>\n\n\n\n<p><strong>2. Gather research<\/strong><\/p>\n\n\n\n<p>Conduct research based on relevant resources, including both qualitative and quantitative findings, and gather the results together. <\/p>\n\n\n\n<p><strong>3. Define channels and touchpoints<\/strong><\/p>\n\n\n\n<p>Work on determining channels and touchpoints where your customer will interact with your organisation, product or service.<\/p>\n\n\n\n<p><strong>4. Create an empathy map<\/strong><\/p>\n\n\n\n<p>To understand your customer\u2019s emotional landscape, focus on what s\/he is thinking, feeling, seeing, hearing, saying and doing.<\/p>\n\n\n\n<p><strong>5. Look at it from different perspectives<\/strong><\/p>\n\n\n\n<p>Practise generating ideas quickly by looking at problems and scenarios from different perspectives.<\/p>\n\n\n\n<p><strong>6. Create an affinity diagram<\/strong><\/p>\n\n\n\n<p>Organise your ideas visually, and classify and categorise them cohesively.<\/p>\n\n\n\n<p><strong>7. Sketch the customer journey<\/strong><\/p>\n\n\n\n<p>Draw a sketch of the CX journey map to make it comprehensible for your team. <\/p>\n\n\n\n<p><strong>8. Refine and digitalise<\/strong><\/p>\n\n\n\n<p>Create a digital map to help clarify any confusing details from the sketch.<\/p>\n\n\n\n<p><strong>9. Share and put in use<\/strong><\/p>\n\n\n\n<p>Now you are ready to take a journey through the eyes of your customer.<\/p>\n\n\n\n<p>Lastly, it would help if you remember that customer journey maps need to be updated as conditions change since they are based on existing data and personal experiences. For this very reason, no CX journey map can be accurate forever and applied in different instances in different stages of a project. In other words, each CX journey map is as unique as each customer of an organization. Therefore, you should \u2013not only today but always\u2013 keep your data and data processing up-to-date to know your customers better.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Customer journey maps examples<\/h3>\n\n\n\n<p>An example of a B2C customer journey map.<\/p>\n\n\n\n<p class=\"has-white-color has-text-color\">a<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><img decoding=\"async\" width=\"1024\" height=\"830\" src=\"https:\/\/sherpa.digital\/en\/wp-content\/uploads\/sites\/2\/2020\/09\/Futurecustomerjourneymap-1024x830.png\" alt=\"\" class=\"wp-image-426\" srcset=\"https:\/\/sherpa.digital\/en\/wp-content\/uploads\/sites\/2\/2020\/09\/Futurecustomerjourneymap-1024x830.png 1024w, https:\/\/sherpa.digital\/en\/wp-content\/uploads\/sites\/2\/2020\/09\/Futurecustomerjourneymap-300x243.png 300w, https:\/\/sherpa.digital\/en\/wp-content\/uploads\/sites\/2\/2020\/09\/Futurecustomerjourneymap-768x623.png 768w, https:\/\/sherpa.digital\/en\/wp-content\/uploads\/sites\/2\/2020\/09\/Futurecustomerjourneymap-1536x1245.png 1536w, https:\/\/sherpa.digital\/en\/wp-content\/uploads\/sites\/2\/2020\/09\/Futurecustomerjourneymap-2048x1661.png 2048w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/div>\n\n\n\n<p class=\"has-text-align-center has-small-font-size\"><a href=\"http:\/\/iristongwu.com\/travel-mate\/\" target=\"_blank\" rel=\"noreferrer noopener\"><sub>Customer journey map example <\/sub><\/a><a href=\"https:\/\/uxpressia.com\/blog\/create-service-blueprint-uxpressia\" target=\"_blank\" rel=\"noreferrer noopener\"><sub>(Source: Iris Tong Wu)<\/sub><\/a><\/p>\n\n\n\n<p>An example of a retail customer journey map.<\/p>\n\n\n\n<p class=\"has-white-color has-text-color\">a<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><img decoding=\"async\" width=\"1024\" height=\"503\" src=\"https:\/\/sherpa.digital\/en\/wp-content\/uploads\/sites\/2\/2020\/09\/cjm_pizza_blueprint.png\" alt=\"\" class=\"wp-image-427\" srcset=\"https:\/\/sherpa.digital\/en\/wp-content\/uploads\/sites\/2\/2020\/09\/cjm_pizza_blueprint.png 1024w, https:\/\/sherpa.digital\/en\/wp-content\/uploads\/sites\/2\/2020\/09\/cjm_pizza_blueprint-300x147.png 300w, https:\/\/sherpa.digital\/en\/wp-content\/uploads\/sites\/2\/2020\/09\/cjm_pizza_blueprint-768x377.png 768w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/div>\n\n\n\n<p class=\"has-text-align-center has-small-font-size\"><a href=\"https:\/\/uxpressia.com\/blog\/create-service-blueprint-uxpressia\" target=\"_blank\" rel=\"noreferrer noopener\"><sup>Customer journey map example (Source: UXPressia)<\/sup><\/a><\/p>\n\n\n\n<p><br><\/p>\n","protected":false},"excerpt":{"rendered":"<p>A customer experience journey map is created by predicting customers&#8217; journeys on different touchpoints based on data collected by research.<\/p>\n","protected":false},"author":10,"featured_media":248,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-76","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorised"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.13 - 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