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Five Essential
Components of Effective
Customer Journey Maps
By Anna Tol, Alessandra Villano, Shi Yan & Coco Ye
Journey Ma...
Journey Map | Team Presentation Team 5
Basic Principles of a Journey Map
● Compressed visualization of a thorough CX
● Eas...
Journey Map | Team Presentation Team 5
Key 1: Shape Customer’s Point of View
● Use customer evidence as the basis for jour...
Journey Map | Team Presentation Team 5
First Step to Start a Journey Map
● Create a hypothesis with pre-researched data
on...
Key 2: Perception of Experiences
Journey Map | Team Presentation Team 5
● Goals, needs and expectation
● Purpose
● Actiona...
Journey Map | Team Presentation Team 5
Example
● Pain points
● Optimal level
of ongoing
investment
● Qualitative and
quant...
Key 3: current or future journey
across multiple touchpoints
● Silo: optimizing channels, touchpoint and UX
● Customers se...
Key 3: current or future journey across
multiple touchpoints
Journey Map | Team Presentation Team 5
● Tool vizualizing UX ...
Key 3: current or future journey
across multiple touchpoints
● More talking points
Journey Map | Team Presentation Team 5
Key 4: Incorporate performance
indicators
● Many customer journey maps leverage qualitative insights
to visualize customer...
Key 4: Incorporate performance indicators
● Net Promoter Score
● Customer Satisfaction Measures
● Measures of effort
● Mea...
Key 5: Visualized the customer journey
Journey Map | Team Presentation Team 5
● Journey elements and the ability to visual...
Journey Map | Team Presentation Team 5
Key 5: Visualized the customer journey
Conclusion
● Place yourself in customer’s shoes
● Capture all feelings
● Connect everything
● Quantitative research tells ...
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  1. 1. Five Essential Components of Effective Customer Journey Maps By Anna Tol, Alessandra Villano, Shi Yan & Coco Ye Journey Map | Team Presentation Team 5
  2. 2. Journey Map | Team Presentation Team 5 Basic Principles of a Journey Map ● Compressed visualization of a thorough CX ● Easy to visualize ● Intended further comprehend customer’s thoughts / actions ● Enforces thoughtful / valuable business decisions
  3. 3. Journey Map | Team Presentation Team 5 Key 1: Shape Customer’s Point of View ● Use customer evidence as the basis for journey map ● Conduct specified research to create impartial understandings of customer’s journey ● Maps should be created for specific target customers
  4. 4. Journey Map | Team Presentation Team 5 First Step to Start a Journey Map ● Create a hypothesis with pre-researched data on employee knowledge ● If information is very in depth / rich, a hypothesis journey map may be everything you need.
  5. 5. Key 2: Perception of Experiences Journey Map | Team Presentation Team 5 ● Goals, needs and expectation ● Purpose ● Actionable journey ○ Positive and Negative emotions ○ Context customer behaviors, goals and expectations ● Businesses use data to identify opportunity areas
  6. 6. Journey Map | Team Presentation Team 5 Example ● Pain points ● Optimal level of ongoing investment ● Qualitative and quantitative research
  7. 7. Key 3: current or future journey across multiple touchpoints ● Silo: optimizing channels, touchpoint and UX ● Customers see all interactions as connected ● Effective customer journeys maps help: ○ Gaps in UX between touchpoints ○ Impact of gaps ○ Provide insights Journey Map | Team Presentation Team 5
  8. 8. Key 3: current or future journey across multiple touchpoints Journey Map | Team Presentation Team 5 ● Tool vizualizing UX across channels and touchpoints ● Key strategic CX planning tools
  9. 9. Key 3: current or future journey across multiple touchpoints ● More talking points Journey Map | Team Presentation Team 5
  10. 10. Key 4: Incorporate performance indicators ● Many customer journey maps leverage qualitative insights to visualize customers’ emotional highs and lows. Journey Map | Team Presentation Team 5
  11. 11. Key 4: Incorporate performance indicators ● Net Promoter Score ● Customer Satisfaction Measures ● Measures of effort ● Measures of importance, helpfulness Journey Map | Team Presentation Team 5
  12. 12. Key 5: Visualized the customer journey Journey Map | Team Presentation Team 5 ● Journey elements and the ability to visualize your map in a way that will inform and engage your target audience.
  13. 13. Journey Map | Team Presentation Team 5 Key 5: Visualized the customer journey
  14. 14. Conclusion ● Place yourself in customer’s shoes ● Capture all feelings ● Connect everything ● Quantitative research tells truth ● Use Feasible deliverables Journey Map | Team Presentation Team 5

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