The document provides an overview of customer journey mapping. It discusses the purpose of customer journey mapping, key statistics around customer journeys, elements to include in a customer journey map such as touchpoints and stages. It also outlines the steps to take in customer journey mapping such as planning, data gathering, map creation, and analysis. Various templates and an example are provided to illustrate how to capture a customer's experience across different touchpoints and stages of their journey. The document aims to help optimize stakeholders' understanding of the customer journey through visualization and analysis of the customer experience.

1. Buyer
Journey
Analysis
Your Company Name

2. Customer Journey Mapping Outline2
Understanding Customer
Mapping Purpose
Objectives, Needs, Feelings
& Barriers of Customer
Journey Mapping
Key Statistics of
Customer Mapping Journey
Elements of Customer
Journey mapping
Customer Journey
Mapping Steps
Information Required
in each stage of
Customer Journey
Customer Mapping
Journey Cycle
Customer Journey
Analysis at each Stage
Customer
Journey Layers
Channels in each
stage of journey
Customer Journey
Map Table
Customer Journey
Mapping Templates
Capturing Customer
Perception based on
their Experience
Illustrating Customers
Journey across
Multiple Touchpoints
Incorporate
Performance Indicators
Customer Journey
Mapping Tools
Customer Journey
Map Example Slide
Optimize Stakeholders’ understanding,
Engagement, &Decision-Making based
on the Journey map Story
Customer Journey
detailed Process
Customer
Satisfaction Metrics

3. Understanding Customer Mapping Purpose3
Purpose:
Establish a common
understanding of the current
journey & ID key insights for
creating anew journey
Review
Current State
Purpose:
Use new learnings to
create near term &
longer term solutions
Ideate
Future State
Purpose:
Understand from multiple
approaches the
experience a customer has
with your company
Customer Listening
& Learning
Project Scoping
Meeting
Purpose:
Review relevant research
branding & company
promises. Jointly define the
scope & success.
Purpose:
Build a map of the
company perspective of
the customer journey to
guide customer interviews
Create the
Company View

4. Objectives, Needs, Feelings & Barriers of Customer Journey Mapping4
Attract Interact Engage Convert
Objectives Trigger a Need Understand the Need Provide Solutions Act
Needs
• Remind or trigger a need
• Recognize I have a problem
• Address a pain point
• I don’t know what I don’t
know
• Draw me a scenario
• I have questions
• Deal with the immediate need
• Be relevant
• Personalize
• Partnership
• Privacy / Trust
• Clarify
• Validate
• Satisfaction
• Reality
Feelings
• Anxious
• Defensive
• Distracted
• Hopeful
• Ambivalent
• Curious
• Guarded
• Open
• Interested
• Frustrated
• Excited
• Feel good
• Resolved
• Loyal
• Confident
Barriers
Relevance, Trust, Fear, Acknowledgement,
time, Convenience, Distraction
Style, Approach, Language, Expectations,
time, Knowledge of Client
Literacy, risk tolerance, Convenience, time,
Commitment

5. Key Statistics of Customer Mapping Journey5
Of companies have a
process to map
customer journeys
Of senior level
marketers say it’s
critical or very important
to create a cohesive
customer journey
Of customers have
switched providers in the
past year due to poor
customer service
Trillion the estimated cost in
the U.S of customers switching
due to poor service$1.2 Average number of touches it
takes to create a viable sale lead5to8
46% 76% 63%

6. Elements of Customer Journey Mapping6
Quantitative & Quantitative Research
Key Findings & Actionable insights
Touch points, Channels & lifecycle stages
Actions
What steps do your customers take
to meet their needs?
Thoughts
How do customers perceive & evaluate
their experience? What do they expect?
Feelings
What emotions do your customers show in their customer
journey? Where do the heights & lows occur?
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Your
Customers

7. Customer Journey Mapping Steps7
Planning
• Identify your map’s scope & scale & your
mapping method & team
Data Gathering
• Schedule & conduct any new customer
research/ interviews
Map Creation
• Create a framework
• Synch metrics, customer data & collateral with touch points
Present your findings & plan for continuous Improvement
• Develop recommendations 7 create roadmap for change
Investigate Issue & Opportunities
• Your text here
• Your text here
Identify & Analyze key findings & Actionable Insights
• Collaborate with the mapping team & analyze map
• Score, rank & prioritize opportunities

8. Information Required in each stage of Customer Journey8
Pre - Trigger Trigger Consideration Purchase Experience Loyalty
InformationNeeds
• Brand name
• Brand value prop
• Brand reputation
• Timely & relevant content
• Peer Opinions
• Expert Opinions
• Product comparisons
• Product claims & side effects
• Product pricing & coupons
• Product locator
• Shopping list
guides
• Coupon availability
• Step - by –
instructions
• Associated
content
• Detailed efficacy
• expectations
• Preventative
information
• Seasonal content
• Complimentary
product
• New savings
• Exclusive access
Define Refine Purchase

9. Customer Mapping Journey Cycle9
Usage
• Proactive Maintenance
• Follow up on trouble
ticket
Delivery/
Installation
• Training
• Testing
• Invoice raise
Moment of Purchase
• Signs contract
• Final presentation
Engagement
• First Interaction
• Subsequent
Interactions
Evaluation
• Studies Proposal
Need Generation
• Searches Internet
Initial
Consideration
• Calls contact center
Before
During
After

10. Customer Journey Analysis at Each Stage10
Buyer Stage Awareness Conversion Loyalty
Time Frame
Day 1 – 2
Report: time to transaction
Day 3
Report: time to transaction
Day 21
Report: time to review
Buyer’s Goal Find lasting motivation to live a healthier life
Start an exercise plan & feel comfortable in
gym clothes
See improvements, buy danced workout gear
Brand’s Goal Educate, build trust, opt into email newsletter Inform on production, add to cart, purchase Product review, repeat purchase, feedback
Channels
• Facebook
• Instagram Pinterest
• Google
• Direct
• Email
• Google
• Direct
• Email
• Facebook group
Pages
/Home
/Blogs/ Motivation
/Blogs/ fitness – research
/Blogs/ Workout - ebook
/Home
/Products/ Shorts
/Products/ sizing – chart
/Cart
/Checkout
/Blogs/ fitness – research
/Product/ rings
/Products/ Kettleblls
/Blogs/fitness - Challenge

11. Customer Journey Layers11
Customer Journey
Steps
Customer Journey
Stages
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Customer Journey
Touchpoints
Customer Journey
Departments
Awareness Consideration Acquisition Service Loyalty

12. Channels in Each Stage of Journey12
Online Ads
Email
PPC
Social Ads
Reviews
Blog
Media Website
Community Forum
Blog
Social Networks
Newsletter
Promotions
FAQ Knowledge BaseStore
Ecommerce
Direct Mail Email
Word of Mouth
Radio TV Print
PR
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Awareness Consideration Purchase Retention
Advocacy

13. Customer Journey Map Table13
Stages Research
Evaluate &
Compare
Commit
Use &
Monitor
Refine &
Review
Goals
Decide on a service
which works best
Decide on a service
which works best
Decide on a service
which works best
Decide on a service
which works best
Decide on a service
which works best
Activities/
Touchpoints
Text Here Text Here Text Here Text Here Text Here
Text Here Text Here Text Here Text Here Text Here
Text Here Text Here Text Here Text Here Text Here
Opportunities
Text Here Text Here Text Here Text Here Text Here
Text Here Text Here Text Here Text Here Text Here

14. Customer Journey Across Various Touchpoints14
Aware Query/ PoS Pricing Purchase
Post Sales
Support
Complaint Upgrade Renew
Website Text Here Text Here Text Here Text Here Text Here Text Here Text Here Text Here
Phone
Text Here
Text Here Text Here Text Here Text Here Text Here Text Here Text Here
Face to face Text Here Text Here Text Here Text Here Text Here Text Here Text Here Text Here
Word of mouth Text Here Text Here Text Here Text Here Text Here Text Here Text Here Text Here
Email Text Here Text Here Text Here Text Here Text Here Text Here Text Here Text Here
Post Text Here Text Here Text Here Text Here Text Here Text Here Text Here Text Here

15. Customer Journey Mapping Template 115
Stage Awareness Consideration Decision Delight
Touch Point
Facebook
Posts
Facebook
page
Website Email enquiry Phone call School Tour Sign up Referral
Customer
Process
Browsed
Facebook &
stumbled upon
your Facebook
posts
Browsed
through the
photos &
albums
Searched and
arrived
through the
website
Signed up
email enquiry
Scheduled a
phone call to
enquiry more
Asked about
School
curriculum
Decided to
enroll after
pricing
Referred a
friend after 2 months
Experience

16. Customer Journey Mapping Template 216
Explore
Promotion items on website
Showing different prices
Shop
Mobile purchased using promotion
Size availability
Buy
Recognised for loyalty
Long wait at cash register
Try
Touch screen advantage
Cant provide feedback
Use & Share
Tags store in Pinterest
Complains on Facebook

17. Capturing Customer Perception based on their Experience17
Research Comparison Purchase Support
Product 01
Product 02
Product 03
Product 04
SP - 1 SP - 2 SP - 3 SP - 4
SP - 2 SP - 3 SP - 4
Stress
Points
SP - 1
Experience
Terrible
Poor
Generic
Exceptional
Good

18. Illustrating Customers Journey Across Multiple Touchpoints18
FY' 15 FY' 16 FY' 17 FY' 18
Customer Experience Expectations & Perception Map
Negative Neutral Positive
Your Text Here
Your Text Here
Your Text Here
Your Text Here
Your Text Here
Your Text Here
Your Text Here
Your Text Here
Your Text Here
Your Text Here
Your Text Here
Your Text Here
G

19. Incorporate Performance Indicators19
EXCITED About Regional Airline With
Great Options & Prices
CONFIDENT About Trying Little Wing
IMPRESSED
Unsure
APPREHENSIVE About Trying New
Airline Know Nothing About
Feeling
Below
Meets
Exceeds
Expectation Ratings
33% 33%
50%

20. Optimize Stakeholders’ Understanding, Engagement, and Decision-making Based on the Journey Map Story20
Actions Thinking Feeling Opportunities
Touch Point 1 Text Here Text Here Text Here Text Here
Touch Point 2 Text Here Text Here Text Here Text Here
Touch Point 3 Text Here Text Here Text Here Text Here
Touch Point 4 Text Here Text Here Text Here Text Here

21. Customer Journey Detailed Process21
Attract & Welcome
Convenience
• Single phone number to interact
with the whole pf organisation
• Calls answered by agents within
30seconds.
Wait
Better Queuing
• Update on wait time
throughout with call
back option repeated
Wrap-Up
Education
• Informed of other service
offerings
• Offer to complete
transactions
Select
Choice
• Customer given choice of key
pay (IVR) payment or agent
assisted service
Serve
Range of Transactions
• Simple & easy
payment gateway
Feedback & Exit
Feedback
• Intuitive & simple feedback.
• Customer thanked at time of
service completion
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22. Customer Journey Map Example Slide22
Navigate
Website
Visit FAQ
Section
Submit a
Request
Follow up from
Customer Service
Resolution
Customer Process
• Arrive at website
• Navigate for help
section
• Look for relevant
section & answers
• Search contact numbers
• Find query form
• Submit Query
• Wait for call back
• Can it be dealt or
referred ?
• Problem is solved by
customer
Internal Process
• Internal process
example
• Internal process
example
• Internal process
example
• Internal process
example
• Internal process
example
Experience
• Example of positive
experience
• Example of negative
experience
• Example of negative
experience
• Example of average
experience
• Example of positive
experience
Improvements & Key
Learnings
• Improvement or learning
to maintain high
performance
• Improvement or learning
to maintain high
performance
• Improvement or learning
to maintain high
performance
• Improvement or learning
to maintain high
performance
• Improvement or learning
to maintain high
performance

23. Customer Journey Mapping Tools23
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Prime Features: Add Text Here
Price: Add Text Here
Tools
Prime Features: Add Text Here
Price: Add Text Here
Prime Features: Add Text Here
Price: Add Text Here
Prime Features: Add Text Here
Price: Add Text Here

24. Customer Satisfaction Metrics24
24
Hours
12
4
min
15
min
Customer
satisfaction
Average Reply Time
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Replies Per Ticket
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Average Handle Time
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Average First Reply Time
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25. Icons Slide25

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Additional
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30. Our Team
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Designation
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