Creating a customer journey map can help an entire project team or organization better understand what the end-to-end experience of a product is for customers or users.
What is a customer journey map?
A customer journey map is a document which attempts to map all of the interactions points a customer has with your organization when purchasing and using your product.
It can be comprised by a number of things —
- Personas – who are the customers and what are their characteristics
- Feelings – how might the customer feel when they just completed a purchase…. Or vice-versa when they canceled
- Digital or physical communication – how is the customer being communicated with: email, mail, phone, chat, etc.
- Time of journey (pre-purchase, active-use, completion of use), etc.
Journey maps are important because often times only one person or department is looking at portion of the experience, and not the entire experience. This leads to potential gaps in the customer experience.
An example of a gap in a customer journey might be after a potential customer signs up for a trial for a new application. Then they drop off the face of the planet. Are they having technical trouble, is the app to difficult to use, or maybe the trial period was to short – all problems that might affect the customers’ journey.
The department who might handle the customer signing up might not be tracking if the prospects are converting to a paying customer. The growth team might think the product team is handling the issue, when the product team might think the opposite. This is a gap.
Why is a customer journey map useful?
Getting a common understanding between team members is often a challenge for many product development teams. Developing a common agreement on how or what a customer might experience during their journey, helps build empathy for the team, and also helps with other critical points in a customer journey.
In the example given above, the gap that was identified could have been resolved had teams been working together to identify the customer journey.
How customer journey map templates for ppt can help
Using a template for creating a customer journey map can drastically reduce the amount of time you spend planning for the areas you will have in your map, and give you more time to focus on the important part – your customer and their interactions with your company or product.
Download the customer journey map templates below: