This is a brief overview of customer journey mapping - how and why to use it, with some dos and don'ts, example map and mapping template

1. Customer Journey Mapping
Bruce Levitan
Manchester Metropolitan University

2. What is Customer Journey Mapping?
• A visual representation of the “touch points” a
customer has with a particular service or
organisation.
• It shows the highs and lows of customer
experience, relating these to the stages of the
journey and providing detail on what caused
the high or low experience (levers).
• Key points are highlighted as “moments of
truth”.

3. Potential full time
Looking for a potential Type of University: recruitment
Objectives Part 1 of student journey Scope Customer undergraduate
course at university Journey process
student
Overview of
Moments
of truth what’s being
mapped
Key journey Initial Initial Get course Get Get more Speak to a
steps problem research information prospectus information tutor Key points in
the journey
Main stages
14 of the journey
4
3 13
2
5
The journey:
aUps and
downs of 1 7 numbered
10
the points refer to
customer
experience 6 “Levers”.
12 Above the
8 dashed line =
9 good
experience, b
11
elow = poor
2. Go to 5. 10. Used
7. Ordered
MMU Information email 13. Spoke to Levers –
prospectus
website – on each address in a computing
online
1. Wants looks course not v.
8. Took 10
prospectus tutor who describe the
Levers for to do a interesting detailed & to ask for answered all
days to customer’s
solution hunting degree in 3. Course “being more info my questions
arrive
computing search box updated” 11. No reply! 14. Found a
easy to use 6. Nowhere
9. Info not
12. Rang-up course I experiences in
detailed
4. List of to go for for more liked detail
enough
courses OK further info info

4. Why do Customer Journey Mapping?
• Often it’s the only time an organisation sees
how its customers feel right across the service.
• It helps us focus on customer experience
rather than functional (silo) provision.
• It helps pin-point areas for improvement and
also areas of good practice.
• You can use it alongside process mapping.

5. Journey maps can be compared with Process maps to see which
processes are resulting in good and poor customer experience
Potential full time
Looking for a potential Type of University: recruitment
Objectives Part 1 of student journey Scope Customer undergraduate
course at MMU Journey process
student
Moments
of truth
Get Initial Get course
Key journey Initial Initial Get course Get Get more Speak to a The next
prospectus problem information
steps problem research information prospectus information tutor stage
here now
4
5
13
14
15
Students have a
2
aUps and
1
6
7 16
good experience
downs of
the
customer
experience
here – is this
17 18 19
8
12
22 something we
9
11
20
21
can do in other
2. Go to
MMU
5.
Information
7. Ordered
10. Used
email 13. Spoke to
tasks?
prospectus 15.
website – on each address in a computing
online Something 17. Then this 21. Getting
1. Wants looks course not v. prospectus tutor who 19. This one
8. Took 10 else thing fed up
Levers for to do a interesting detailed & to ask for answered all was not good
days to happened happened 22. But in
solution hunting degree in 3. Course “being more info my questions 20. But this
arrive 16. And also 18. Followed the end a
computing search box updated” 11. No reply! 14. Found a was worse
9. Info not another by this one little better
easy to use 6. Nowhere 12. Rang-up course I
detailed thing
4. List of to go for for more liked
enough
courses OK further info info
Is this a value
adding task or is
it non-value
adding
(something we
do that doesn’t
actually serve
customer need)?

6. How many maps do we need?
• Unless your service is very simple, you need
multiple maps to account for:
– Long, complex end-to-end journeys = horizontal
– Different types of customer (with different
variations on the service provided) = vertical