Tool 2
Customer Journey Map
A customer journey map is a tool that journey maps are best done as a group PRO TIP – Consider step 2 below and create a touchpoint inventory for your
captures and communicates a customer’s activity that captures knowledge from various journey. From there, pick out key touchpoints that may highlight the most
journey through a specific product or service customer-facing employees within your important interactions from your customer’s perspective. Rule of thumb: a good
experience, such as signing up for a loan or organization, such as sales agents or call customer journey map reveals opportunities; too many touchpoints and it may
making payments throughout the lifetime of a center staff. By creating a customer journey lose focus, too few and you may not have enough data points to work with.
product. Customer journey maps are typically map, you’ll gain clarity on what your customers
generated for each user persona you create do, how they think, and what they feel when
for your target customers. Like personas, they interact with your product or service.
STEPS
1a 1b 2 3 4
CONTEXT STAGES TOUCHPOINTS QUALITATIVE CUSTOMER MOMENTS OF TRUTH
SUGGESTED TIME (Highs and lows)
Consider the journey you want Once you’ve established the Identify customer touchpoints DATA
2-8 hours Finally, once you’ve mapped
to characterize with your journey overall journey, define distinct along the journey and map them Describe your customer’s
out the journey, identify key
map (e.g., purchasing a product stages of the process. If it’s through each stage. Describe thoughts and feelings at each
ROLES interactions that may provide
or service), and the customer purchasing a new financial what your customer is doing at touchpoint along the journey. opportunity for intervention.
2-4 collaborators
personas you wish to target. The service, for example, stages each touchpoint.
journey should be unique to a might include: What concerns, considerations, What are important points
MATERIALS NEEDED At which points does your customer and emotional responses does along the journey that most
specific customer segment.
template, pages 18-19 1. Awareness of need interact with your organization? your customer feel at every step affect your relationship with
pens 2. Research Which channels do they come of the journey? What would you the customer? Are there any
Who are your customers and what’s
paper the context of their engagement with 3. Selection through? What happens each like them to feel? significant gaps in their journey?
you? What do you do for them and 4. Purchase / Onboarding time they interact? Who in your Bright spots?
sticky notes
what can they do for you? What are 5. Use organization delivers the service –
they trying to achieve? 6. Product upgrade and how?
PRO TIP – When does the customer journey really start, and when does it end?
How can you know what your customer feels at each touchpoint along the way?
If you’re feeling stuck, a customer journey map may be a good opportunity to
work with a design facilitator.
1 2
Tool 2
Customer Journey Map (1/1)
1a. CONTEXT:
1b. STAGES
What are the stages of the journey?
1. 2. 3. 4. 5. 6.
2. TOUCHPOINTS
What is your customer doing at each
touchpoint throughout the journey?
3a. CUSTOMER THOUGHTS
What is your customer thinking at each
touchpoint?
3b. CUSTOMER FEELINGS
How does your customer feel at each
touchpoint?
4. MOMENTS OF TRUTH
What positive and negative experiences occur
throughout the journey?
3 4
