Contents
How to create a customer journey map
นอกจากการดูบทความนี้แล้ว คุณยังสามารถดูข้อมูลที่เป็นประโยชน์อื่นๆ อีกมากมายที่เราให้ไว้ที่นี่: ดูเพิ่มเติม
About learning to create a journey map in a workshop setting. This video quickly explains how to create a customer journey map, what steps to take in the journey mapping process and what basic aspects to include in a journey map.
More useful resources
Free journey mapping toolkit | https://www.smaply.com/blog/toolkitjourneymapping
Tool used on the video | https://www.smaply.com (14 days free)
More learning resources on journey mapping | https://www.smaply.com/blogjourneymaps
Video credits | Illustrations from https://www.vecteezy.com
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HOW TO CREATE A JOURNEY MAP
It’s always good to start with a pen and paper workshop and if you can, include your customers or multiple departments in these workshops.
If you like, we have workshop templates for journey maps on our website for free.
So here are the steps to follow when building out a basic journey map.
1. Choose a Scope
Journey maps can have various scales and scopes: from a highlevel map showing an endtoend experience, to a more detailed maps focusing on one step of a higherlevel journey, to very detailed stepbystep descriptions of microinteractions.
For an example, let’s take the case of a mortgageloan. A journey map for a mortgageloan experience could show 30 years of that experience including everything from searching for a house, signing contracts, living in the house, signing contracts, living in the house and making loan payments until the loan is paid off. Or another journey map can zoom in just one of these steps to illustrate only the experience of searching and comparing mortgage loans. Another journey map can zoom in even further and only illustrate a onehour consultation.
First decide how far you want to zoom in or out of an experience.
2. Choosing a Persona
You have to choose a main actor for your journey. A journey map always focuses on the experiences of one main actor, such as a group of customers or employees. Some journey maps also combine various perspectives in one map — for example, comparing different customer groups or comparing customer experiences with those of employees. At any way, to get started, choose a persona you want to follow in your journey.
3. Steps
A step is any experience the main actor has, such as an interaction with another person, a machine, or a digital interface; but steps can also be activities, such as walking or waiting. The level of detail of each step depends on the overall scale of a journey map.
As a little hint: To get started with steps, decide what is the the crucial part of the experience and then ask yourself what happens before this? What happens after? This will help you get going and building out each step.
4. Lanes:
You can add more lanes to your journey map to show or analyze different parts of the experience. For example, you can add a row of images below each step to show visually what is happening. This kind of lane with images is called a storyboard. Or you can expand on each step with more text descriptions. We call this a text lane. If you’d like to look at the emotional journey of an experience you can add an emotional journey lane as well. Or, if you want to start to create a list of ideas or jobs to be done for your organization you can also do this with a text lane. Check out our cheat sheet on the different types of lanes you can add to a journey map. Of course, lanes can always be customized to the type of project you are working on.
5. Save and Edit: Smaply can help you to quickly transfer the journey that you created during a workshop with pen and paper into a polished PDF or PowerPoint presentation.
If you’re curious on how to create stakeholder maps, personas or
even get started working with Smaply, check out our learning resources.
What is a Customer Journey Map
In its most basic form a Customer Journey Map is a visual representation of the steps your customers goes though in your service and the emotions they feel during that journey.
You might know a CustomerJourneyMap by different names as UserJourney, Employee Journey, Patient Journey or even a ServiceBlueprint but whatever name you use the fundamental concept is always the same.
In this video I explain what a Customer Journey Map is and how it’s structured. We also talk about the 4 information layers that you’ll find in most maps. The Customer Experience layer, the frontstage, the backstage and the layer with supporting systems and processes.
We also dive into the world of theatre as that’s a great metaphor to show what Customer Journey Maps are and how they work.
By the end of the video you should have a better understanding what a Customer Journey Map and be able to explain it to people around you as well!
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The 8 Steps To Creating A Customer Journey Map
Need more sales? Clicks? Engagement? If you want to improve your digital marketing, you need to understand the Customer Value Journey (CVJ).
This video will take you through the 8 steps to create a customer journey map, so you can turn strangers into raving fans of your business.
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นอกจากการดูหัวข้อนี้แล้ว คุณยังสามารถเข้าถึงบทวิจารณ์ดีๆ อื่นๆ อีกมากมายได้ที่นี่: ดูวิธีอื่นๆOUTDOOR
