Customer journey mapping involves diagramming a customer's experience and interactions with a company from their perspective. It identifies touchpoints, channels, goals, frustrations, and links internal processes. While similar to process modeling, journey mapping emphasizes storytelling around customer personas. Creating journey maps helps improve customer experience and satisfaction by highlighting pain points and prioritizing improvements. The process involves determining goals, researching customers, validating scenarios, and assessing changes needed to optimize the customer journey.

1. Customer Journey Mapping
Increasing customer satisfaction while improving processes
Sandy Kemsley · sandy@kemsleydesign.com · @skemsley
Copyright Kemsley Design Ltd., 2018 1

2. What is a customer journey map?
• A diagram of a customer’s steps when interacting with a company
• Activities
• Communication channels
• Touchpoints
• From the customer perspective
• Persona
• Goals
• Friction
• Linked to internal processes and resources
Copyright Kemsley Design Ltd., 2018 2

3. Isn’t that just outside-in process modeling?
Yes…
• The customer journey is part of your end-to end business process
• A key component to outside-in architecture and strategy
• Can use existing process modeling tools
…but
• Includes storytelling linked to personas
• May include customer experience design
• Fully buzzword-compliant
Copyright Kemsley Design Ltd., 2018 3

4. Why is customer journey mapping important?
• Improve customer experience
• Higher conversion rate
• Higher customer satisfaction
• Improve business knowledge
• Customer pathways/interactions
• Specific personas and channels
• Customer progress metrics
• Prioritize improvement
initiatives
• Balance customer and internal
needs
• Determine if your customer
journey is the right one
• Potential for business model
disruption
Copyright Kemsley Design Ltd., 2018 4

5. How do I start customer journey mapping?
• Determine business goals
• Customer satisfaction
• Process improvement
• Use a realistic persona and scenario
• Quantitative data about customers and processes
• Qualitative research and anecdotes
• Collaborate with internal and external stakeholders
• Validate customer scenario
• Assess internal change requirements
Copyright Kemsley Design Ltd., 2018 5

6. What’s in a customer journey map?
• Persona
• Goals
• Stages and timeline
• Actions and touchpoints
• Online (UX)
• Offline/physical
• Channel stickiness
• Motivations and sentiment
• Obstacles
• Metrics
Copyright Kemsley Design Ltd., 2018 6

7. How do I put my customer journey map into
action?
• Optimize end-to-end processes for customer needs
• Customer self-service and capture
• Automation of processes and decisions
• Internet of things
• Channel integration
• Personalization based on past interactions
• Contextual interactions
• Continuous innovation in response to customer choices
Copyright Kemsley Design Ltd., 2018 7

8. How can customer journey maps make my
organization more customer-centric?
• Understand customer viewpoint, goals and pain points
• “We make them do what?!”
• Understand personal contribution
• Sense of ownership
• Empowerment for innovation
• Understand business benefit to improving customer journey
• Customer satisfaction and retention = higher revenues
• Improved processes and self-service = lower costs
Copyright Kemsley Design Ltd., 2018 8

9. Questions?
Sandy Kemsley
sandy@kemsleydesign.com
Read my blog at column2.com
Find me on Twitter @skemsley
Copyright Kemsley Design Ltd., 2018 9