Customer Experience Manual, The

Chapter 6

How to use customer journey mapping

Customer journey mapping (CJM) is now becoming established as a standard component of customer programmes, but:

• What is the best methodology – how do you create maps quickly?
• How do you use what is in effect a customer treasure map and ensure that you actually have some ‘Xs’ that indicate where the treasure is buried in experience terms?
• What is the role of software to capture, share and manipulate maps?

Put simply, customer journey mapping is a structured way to understand and capture your customer’s wants, needs and expectations at each stage of their experience with your company. Then to capture the individual interactions from the customer viewpoint from initial awareness to leave and perhaps ...