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Customer journey map – example from a coffee company
Lisa LISA’S DETAILED DESCRIPTION
Lisa LISA’S STORYBOARD
Lisa CHANNEL OVERVIEW
Lisa EMOTIONAL JOURNEY
Lisa DRAMATIC ARC
Lisa BACKSTAGE LANE
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Lisa and her internet provider
Example journey map: Telecommunications (Shared)
27 January 2017
Pre-Service Stage Service Stage Post-Service Stage
Lisa is tired of the bad online services of her internet providerLisa searchs for an internet provider that fits her needsLisa finds an internet provider who fits her needs Lisa checks the conditions Lisa signs up Lisa gets a call from the company. The technical support installs the device The device does not work Lisa contacts customer service Lisa explains her issues in a foreign language Lisa contacts the company via email Lisa quits the contract Lisa warns her friends against the provider
As an extensive user of online services -
does not matter if university, banking, or
shopping - Lisa is not satisfied with the
online services her internet provider
Lisa wants a provider
▸ offers modern online services
▸ she can communicate with in her
mother tongue - German
The website is available in English and
▸ written in German
▸ makes Lisa aware of the modern online
Prices are reasonable, the quality of the
connection looks promising .
Lisa needs to fill out a form online and
gets a confirmation via email.
A technical support man asks her for an
appointment to instal the device at her
home. Lisa can choose from office hours.
It takes longer than expected and the
technical support tells Lisa what else she
has to buy and to instal on her own so the
device can work.
Lisa bought additional features and
asked friends to help to finalize installing
the device. However it does not work
properly. No internet connection at all.
Customer service does not speak German Lisa has difficulties to find the right words
for the device. Customer service talks very
Lisa tries it via email because she hopes
the email is forwarded to a German-
speaking support person. The answer is
not satisfying. They write a German email
but Lisa could nearly not understand
what they want to express because of
insufficient German skills.
She has to buy 3 months of service even
thought she could not use the device. She
also has to pay a high service
Whenever she is asked for an internet
provider she starts grumbling about the
Face to face
The website shows Lisa all the
information she needs in German
The website guides Lisa through the
Technical support gets a notification
with Lisa's telephone number so he
can call her.
Technical support gets Lisas address
from her signup form
Customer service uses internal
software to make suggestions on
what to do.
Customer service normally uses
predefined templates, but they do not
have any in German and need to
Retailer consults Lisa
Friends consult Lisa
Friends get the warning and opt for a