Customer Journey Mapping (CJM)
Reimagining and creating new experiences.
Reimagine & Create New Experiences
Walk in your customers' shoes to re-imagine and create compelling end-to-end customer experiences.
Customer Journey Mapping (CJM) is the process of capturing and communicating complex interactions in order to illuminate the complete experience a person may have with your company, whether it be a product, a service, online experience, call center, in-store, or any combination.
Every customer is on an experience journey, yet many organizations treat each customer interaction as if it is an isolated experience. Satisfactory touchpoints may not add up to a satisfactory customer journey. In fact, customers derive value and meaning from the total experience. To improve the quality of customer experience, organizations must have a better understanding of customers, gaining greater customer insight and cater to their customer's end-to-end journey.
The CJM process is based on proven design thinking principles. It can be used as part of a business improvement process – with potential for both improving the customer experience and reducing the costs of producing a product or providing a service.
Industry practitioners of CJM include IDEO, Starbucks, AirBnB, Singapore Airlines, Nike, Procter & Gamble, IBM and DBS Bank.
Why Create a Customer Journey Map?
Understand Customer Experience
Understand your Customer Experience (CX) across touchpoints, channels and relationship stages.
Create Visibility and Accountability
Map people and processes to the distinct elements of the CX to show which internal groups are accountable.
Measure and Govern
Define methods to measure progress and govern changes to CX. Use map as a CX dashboard to track and monitor improvement efforts.
Communicate and Align the Organization
The map provides an efficient document for communicating and aligning the customer’s perceptions of the experience.
Strategize and Activate
Identify and prioritize CX issues and pinpoint opportunities to improve the collective experience of your product or service.
Visualize the Future
Create a future state journey map to generate ideas. Then, create a vision for the future and implement action plan to make it happen.
“You’ve got to start with the customer experience and work back toward the technology – not the other way around.”
Some Highlights of our CJM Workshop Activities
Developing the Persona and Empathy Map for the target customer.
Identifying the pain points experienced along the customer journey.
Storyboarding the moments of truth and the emotional impacts of the customer experience.
Applying ideation techniques to eliminate pain points in the customer journey.
Making a quick UI flow sketch to visualize the future state customer experience.
Prototyping, testing and refining the solution through customer feedback.
Gain deep, accurate insights into your customers’ collective experiences with your business.
To re-imagine and create a unique customer experience that enables your organization to differentiate from your competitors, our design consultants will train and guide your management and/or project teams to implement the CJM methodology and set up the appropriate infrastructure.
The CJM training and consultancy scope includes:
Exploring, documenting and understanding the personal and emotional parts of the customer experience that quantitative measures alone often miss;
Creating a detailed visual representation that places specific customer touch points and interactions in the larger context of the end-to-end customer journey;
Identifying the key moments of truth that impact customer perceptions and satisfaction the most, so that you can monitor and improve them over time;
Building a common, shared, and accurate inside view of what your customers' actual experiences, so that you can develop a strong culture of understanding and CX improvement across your whole organization;
Revealing gaps and weaknesses in your existing "Voice of Customer" (VoC) program that may be limiting your ability to turn customer feedback into business results.
To discuss how we can help your organization, please contact us.