How to Build Your First Customer Journey Map

© 2019 SimplyCX Inc. All Rights Reserved. PRIVATE & CONFIDENTIAL© 2019 SimplyCX Inc. All Rights Reserved. PRIVATE & CONFIDENTIAL 1
Charlie Colquhoun
Founder & CEO
Photo from Sergei Akulich on Unsplash
Alessandra Gyben
Marketing Director
WEBINAR
Customer Experience Part II:
How to Build Your First Journey Map
Thursday, February 14th 1:00 PM - 2:00 PM PST

Customer Experience Part II:
§ Introductions
§ Why Customer Experience (CX)?
§ SimplyCX Five Elements for CX Success
§ The Customer Journey
§ How to Build your First Journey Map
§ GreenRope JourneyFlow

Alessandra manages the day-to-day efforts of
the marketing team. She specializes in
content marketing, social media, lead
nurturing and marketing automation process.
Alessandra has been with GreenRope for over
7 years.
She currently lives in the Reno/Tahoe area,
enjoys skiing and other outdoor activities
when she isn't working on new and creative
marketing strategies.
Alessandra Gyben
Marketing Director

Charlie is a Customer Experience Consultant & Journey
Mapping Practitioner. His approach infuses customer journey
mapping, customer-driven design, and customer success data
to prioritize improvements that deliver measurable growth.
Charlie recently moved back to Santa Barbara CA where he
enjoys playing guitar and paddle-boarding.Charlie Colquhoun
Founder & CEO
“We don’t just deliver products or services, we now design, manage and deliver
end-to-end value-driven brand relationships that require companies to organize
more effectively around their customers’ journey."
Photo from Sergei Akulich on Unsplash

CX/UX Global Self-Help Redesign
§ 2012 ASP Top 10 Best Support
Sites Award Winner.
§ Increased self-service, satisfaction
& reduced cost.
Charlie’s Background Highlights
Built Global CX Program, transforming customer
input design processes.
Increased global NPS, lowered support costs +
managed customer co-design product launch.
User Experience Research & Redesign,
migrated PC desktop to web experiences.
Improved c-sat and reduced cost.
User Experience Research & Redesign
1. Simplified SSL ($75M) purchase flow 12 to 6
pages, decreasing abandonment by 7%.
2. Increased global self-help by 20% = $900K cost
decrease per year.
Designed future mobile-first journey, based on
current state, cross-team backstage, consumer
validation, and consumer early prototype testing
Ideal future state “mobile-first” journey design.
Trained cross-functional teams in journey
mapping best practices. Journey-mapped current
state and conducted innovation workshop
practice.
Blue sky future state journey designs.
Conducted customer interviews and journey-
mapped current state flagship product cloud on-
boarding experience to deliver executive report of
insights and prioritized recommendations.
2019 Roadmap prioritization

FUN | SIMPLE | FAST
Photo from Yvette de Wit on Unsplash
OUR MISSION
We use journey mapping to drive transformation across your organization
so that your customers and employees fall in love with you.

Digital Revolution + Speed to Value
• Accelerating digital revolution has changed the way that we
deliver value.
• Smart devices have raised our connected customers’ (and
employees’) expectations to a new level.
• Causing a data explosion and a scramble to leverage that data
more effectively.
• Companies are racing to reinvent themselves to keep up.
• This requires designing experiences that delight customers by
how quickly they achieve their goals (i.e. a focus on speed-to-
value).
Photo by Solaiman Hossen on Unsplash

Start with the Customer Experience
8
“We live in a world where the little things really do matter. Each encounter no matter how brief is a
micro interaction which makes a deposit or withdrawal from our rational and emotional subconscious.
The sum of these interactions and encounters adds to how we feel about a particular product, brand,
or service. Little things. Feelings. They influence our everyday behaviors more than we realize.”
David Armano

Source:Adobe & Econsultancy Digital Intelligence Briefing: 2018 Digital Trends

© 2019 SimplyCX Inc. All Rights Reserved. PRIVATE & CONFIDENTIAL
1. Customer Understanding
2. Brand Experience (Intent)
3. Customer Journey
4. Culture Engagement
5. Measurement + Results
5
elements for
success
Photo by Ant Rozetsky on Unsplash

Personas
Source: Template from Xtensio Source: Strategyzer Canvas Profile
Great
choice of
coffee’s
and styles
Takes too
long to get
coffee
Get food for
breakfast
Not
comfortable
Meet up
with friends
(a.m.)
Quick and
simple, app
order and
payment
• Personas guide the design of products, services, and future-
state journeys.
• We use personas to put ourselves in our “customer’s shoes.”
• You can create working draft personas using a customer
profile/empathy canvas.
Lack of
choice
Get a
special
coffee drink
Get back to
work
Comfortable
environment,
that my
friends like
Clark | Meet friends at Starbucks
They have
the food I
want
No healthy
food
options

3. Customer Journey
5
elements for
success
Photo by Abby0427 Yoga on Unsplash

Starbucks Mission: "To inspire and nurture the human spirit — one person, one
cup and one neighborhood at a time."
• Creating a culture of warmth and belonging, where everyone is welcome.
• Acting with courage, challenging the status quo and finding new ways to
grow our company and each other.
• Being present, connecting with transparency, dignity and respect.
• Delivering our very best in all we do, holding ourselves accountable for
results.
What’s Your Brand Promise?
Photo by hans-vivek on Unsplash

Your Brand is your North Star
CUSTOMER
INTENT
BRAND
PROMISE
Moments
of
Interaction
Customer Experience happens at the intersection
of customer intention and brand promises
Goal - We create
experiences that imprint
memories, representing
our brand
What is our brand, and
why do we exist in the
marketplace?
Photo from Martin Jernberg on Unsplash
The risk? Our actions betray our intentions at the moments of interaction

3. Customer Journey
5
elements for
success

Definition of a Journey Map
Image Credit: www.designingcx.com
A customer journey map is a visual
illustration of the customer’s outside-in
experience with a business.
We use journey maps to align the
organization’s activities around their
customers’ goals, interactions and
perceptions.

Conduct a Workshop
CROSS-FUNCTIONAL INTERNAL WORKSHOPS
• You can journey map by yourself, but it is
much more powerful to collaborate.
• Invite a cross-functional team, especially
those who are closest to the customer (e.g.
sales and customer support).
• You can include customers, but it is better to
conduct an internal workshop first, then
validate those findings with customers later. SALES | MARKETING | SUPPORT
R&D | OPS | HR | FINANCE | LEGAL

Build a Deep Understanding of Your Customers
CUSTOMER SURVEY DATA/INTERVIEWS?
Collect as much customer understanding and
information regarding their current experience.
• Call shadowing (e.g. sales/support)
• Collect survey and any other customer related data
• Visiting customers or conduct phone interviews to
find out about their experience to date:
§ How did you become aware of our company?
§ What were you trying to achieve?
§ Ask about each of the journey phases:
discover, purchase, on-board and using?
§ Ask what is the one thing you would tell the
company as a whole?
• Collect any customer segmentation, profiling or
persona research to date.

Create a Persona/Profile
New Expense Management Solution Buyer
Beth: Aged 37 yrs old, married with two kids
aged 7 and 11
“Filing my expenses is too complicated
taking way too long!”
Less
repetitive
steps,
simpler
Less time
needed to
finish
Takes so
long
Get home
on-timeToo many
steps!
Complete
my
expenses
Beth | Better Expense Solution
Get
reimbursed
Complete
my travel
trips this
month
Delayed
expense
invoice
payment
I’m home
but I have
to finish my
expenses
Thorough
receipt
tracking
Faster
invoicing
and
payment
JOBS
• I have to travel a lot
• I have to get my expenses completed on time
• I want to spend more time with her family and get
reimbursed in a timely manner
PAINS
• Too complicated and time consuming
GAINS (of the new cloud based expensing solution)
• Simple, faster, takes less time
Remember that the aim of the persona, is to literally put ourselves in that customer’s shoe’s

• Easy To Use – Intuitive, easy and simple
• Smart and Efficient – Helps me by simplifying tasks and saving time
• Peace of Mind – Keeps my data safe and secure
• Enjoyable – My experience should be simple, intuitive and fun
Review or Create Your Brand Promise &
Experience Principles
Mission - “We transform the way that customers file their
expenses and simplify their lives so that they can get back
to having more fun”
Snappy
Expense
(Fictitious Example)

© 2019 SimplyCX Inc. All Rights Reserved. PRIVATE & CONFIDENTIAL© 2019 SimplyCX Inc. All Rights Reserved. PRIVATE & CONFIDENTIAL
Buyer’s Journey (Acquisition) Existing Customer (Retention)

© 2019 SimplyCX Inc. All Rights Reserved. PRIVATE & CONFIDENTIAL© 2019 SimplyCX Inc. All Rights Reserved. PRIVATE & CONFIDENTIAL
Buyer’s Journey (Acquisition)

Pick The Journey Scenario
New Buyer Journey
Scenario
• Beth is looking for a better way
to file her expenses
START:
• Research various expense
solutions
STOP:
• Decides to purchase a
subscription
Journey Chapters
• AWARE
• DISCOVER
• EXPLORE
• COMPARE
• CONSIDER
• PURCHASE/SUBSCRIBE

Logistics
• Pick a good room with plenty of wall space to map
and a good projector to kick off the workshop.
• Organize supplies and refreshments, schedule and
send out invitations with an agenda to your team
members.
• Conduct a kick-off introduction prior to the
workshop to set expectations.
• Setup the Room - The night before or early before
the workshop, prepare the room with:
§ A blank journey mapping sheet
§ The persona printed out
§ The journey scenario bookends
§ Brand promises
DETAILED SUPPLY LIST IN THE APPENDIX
Don’t forget a camera to take pictures of the
map, the team and shoot video of the scenarios
read backs in the customer’s voice.

On the Day of the Workshop
WORKSHOP AGENDA
• Do some roundtable ice-breaker introductions
(e.g. what is your best brand experience, or
worst?).
• Introduce CX best practices, and the
objectives, and your brand promises.
• Review and discuss any known customer
data, interviews, analysis that you have to
date.
• Review and get agreement on the journey
scenario(s) and personas that are going to be
used for mapping.

4
THINKING
DOING
THINGS
PEOPLE
PEOPLE
THINGS
DOING
THINKING
HUNCHES
METRICS
FRONT STAGE
BACKSTAGE
Post-it notes are written out by the
team depicting the details of the
customer’s outside-in experience.
4
Journey Mapping Steps
Journey mapping starts internally, focused on the current state.
SCENARIO
3
Scenario:
“I am Beth and I want to find a
solution that helps me do my
expenses more easily”
3
SCREENSHOTS,
ARTIFACTS
& PHOTOS 5
Screenshots, photos, and any
artifacts of the experience.
5
6
Green dots (KMOTS1) & red dots
(pain-points) are applied along the
journey.
6
7
People (cross-functional owners),
processes and systems are also
mapped backstage.
7
8
Any known customer success
metrics that tie to interactions, and
‘hunches’, or ideas around issues.
8
1. KMOTS = ‘Key Moments of Truth”
1
Brand Promise & Experience Principles1
BRAND PROMISES
PERSONA
2
Persona (we become the persona).2

Use Artifacts
Artifact #4) Actual
Invoice
Artifact #3) Purchase
Order email
Artifact #2) Sales
Call Recording
Artifact #1) Price
list download
Every touch point and interaction is captured

Give 5 x green dots and have your team go up to the map and mark up the “good things”. Then follow
up with doing the same with 5 x red dots each to mark up the “pain-points”. Clusters denote impact.
Front of stage (e.g. what the customer is experiencing)
Back of stage (e.g. behind the scenes)
Pain-points
Red Dot/Green Dot Exercise
Moments of Truth
Read back the experience

ROOT CAUSE DRIVEN INSIGHTS
(“5 x WHY’S” EXERCISE)
Identify the Top 5 Pain-Points
• Look at the clusters of red dots, and pick out
the Top 5 Pain-Points.
• Pull a post-it poster for each one and describe
the pain-points in the customer’s voice.
• Examples:
I got too many emails and phone calls1
I need more relative on-boarding content2
I can’t find an answer to my questions3
The pricing is complex4
Onboarding is too complicated5

I got too many emails and phone calls1
Observation
“I got in-undated with email,
phone calls and a truck load
post office mail the first week
I expressed interest!!!”
Beth wanted to get some
preliminary information,
wasn’t ready to purchase yet,
and felt that sales was very
aggressive. Beth was now
worried that she would
continue to be pestered.
Root Cause (‘The Five Why’s”)
1) There isn’t currently a way to set communications
preferences on the system
2) Other service priorities were queued up for the 2018
roadmap
3) We didn’t have a clear understanding that this was
an issue
4) Because no one brought this issue up as a business
requirement
5) Because no one is tasked with or currently focused
on the customer journey and collecting more
detailed feedback, other than from our limited
surveys
Recommendation
• Validate this with customers
• Conduct a deeper analyses trial abandonment, collect more data
• Consider adding this on to the 2019 roadmap
Finding Date: Findings Status:
Team Acceptance:
Measurements (Before/After):
Impact
• Felt that it let down the
original brand promise of
being simple, and putting
the customer in control.
• Beth was now less likely
to sign up for the trial,
impacting a potential sale

GreenRope brings your sales, marketing, customer
service and operations under one roof. As a Complete
CRM, our goal is to streamline your day-to-day
business process, break down the siloes and help
businesses offer better customer experiences.
CRM and the data housed inside it fuel your customer journeys and allow you to gain a
360-degree view of your customer. When you collect and integrate your sales,
marketing, & customer service data, you gain a deeper understanding of your leads &
customers. The result? Better customer experiences.
CRM & Journey Mapping
JourneyFlow – Free Journey Mapping Tool
JourneyFlow is a free tool to help you build out your customer journey maps. Use the
drag-and-drop builder to brainstorm and visualize your journey maps in detail, taking
into account every touch point along the way. www.journeyflow.com
www.greenrope.com

Backstage Management of Sales Nurturing

Visual Journey Maps – Future State
Turning Validated Pain-Points Into Key Moments of Delight

3. Customer Journey
5
elements for
success
Photo by Perry Grone on Unsplash

Marketing Sales Support
• Better campaign targeting and management
• Improved brand reputation
• Better informed digital content strategies
(including Buyer’s Journey)
• Improved nurturing to sale management
• Better insight into what customer success
metrics to track
• Improved alignment of sales resources to
buyers journey
• Improved customer conversion and retention
• Improved nurturing to sale management (plus
buy more later)
• Clearer view of buyer’s journey and lead
conversion
• Reduction of cost per case to support
• Improved alignment of support around the
customer journey to assist customers to get
value rather than deal with brand ‘erosion’
issues.
• Better view of customer journey to drive pro-
active help and learning approaches
IT/Development UX Design HR/Employee Success
• Holistic view of customer front stage journey
and required alignment of backstage people
processes and systems requirements to
support elevated customer and employee
experiences
• More complete business requirements
• A comprehensive journey view to inform AI
and personalization solutions integration
• Improved context for holistic future state
journey design
• Better context of customer goals and issues
to solve for and less UX design re-work
• Improved brand to customer experience
alignment
• Clearer personalization needs for the
customer experience
• Better customer centric and brand driven
employee on-boarding and training
• Improved employee success, contribution and
alignment around customer-centric measures
of success
• Improved employee experience
• Improved employee moral, satisfaction and
referral
Operations Finance C-Suite & Shareholders
• Better alignment and more efficient
deployment of resources
• Improved customer success metrics and
dashboards
• Clearer prioritization and ROI across portfolio
of investments
• Improved customer retention and reduction of
cost to acquire and support expenses
• Better customer success metrics
• Clearer prioritization and ROI across portfolio
• Improved customer success dashboards with
which to make better decisions for customer
growth
• Achievement of strategic vision/mission
Examples
Building Cross-Functional Collaboration – “What’s in it for me?”

3. Customer Journey
5
elements for
success
Photo by Carlos Muza on Unsplash

Journey Analytics
AWARENESS PURCHASE RECEIVE ONBOARD GET HELP USE SHARE
CUSTOMERJOURNEY
Social
Social Traffic
35.4K
85.4K
67.8K
Get Inspired
Call to Action
10.4K
5.4K
37.8K
App Store
Purchases
5.4K
3.2K
7.8K
Download
Installs
5.2K
1.4K
4.8K
Learn
View Content
2.4K
2.1K
2.2K Get Value
Complete
0.6K
2.4K
2.8K
Inquire
Exceptions
0.4K
0.1K
0.8K
Contact Us
Resolve
0.7K
5.4K
7.8K
Promote
Feedback/Shares
0.3K
Mobile App Experience (Illustrative)
COMPANY
BACKSTAGE (PEOPLE PROCESSES & SYSTEMS)
FRONT STAGE
© 2019 SIMPLYCX, INC. AllRights Reserved
MARKETING SALES
DEVELOPMENT UX DESIGN
CUSTOMER SUCCESS CUSTOMER SUPPORT
SOCIALCOMMUNITY R&D
PROD MANAGEMENT
OPS
IT
NPS & Sub-
metrics

Q & A?

Thank You

Appendix

Supplies Check-List

§ Customer Experience Strategy
§ Global CX Program Management
§ Advanced Journey Mapping +
Prioritization Best Practices
§ Building Governance
§ Voice of the Customer Design
§ Employee Experience (EX)
§ Future State Journey Design
§ Customer Co-Creation & Co-Design
§ Customer Success Measurement
§ Backstage/Service Blueprint Design
§ Self-Help Experience Design
§ Mentoring & Training
SimplyCX Services
www.simplycx.com | Contact: charlie@simplycx.com

How to Build Your First Customer Journey Map

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