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2.1 What Exactly Is Customer Journey Mapping?

In the first part of this three-part course series, I’ll explain exactly what the customer journey map is and why it is such a valuable tool.

I’ll examine how a customer journey map can expose weaknesses in how an organisation serves its customers. I’ll also show how such a map helps you better understand the questions, feelings and tasks a user has at different stages in their journey.

2.1 What Exactly Is Customer Journey Mapping?

Hello, and welcome to my first video in this introduction to Customer Journey Mapping. My name is Paul Boag, and over the next three videos, I'm going to explain the benefits of Customer Journey Mapping. I'm going to introduce you to running a Customer Journey Mapping workshop, and I'm going to explain how to get the most out of the maps you create. But let's begin by defining what we mean when we talk about a Customer Journey Map. A Customer Journey Map tells the story of the customer's experience, from the initial contact, through the process of engagement and into the long term relationship. It may focus on a particular part of the story or give an overview of the entire experience. What it always does is identify key interactions that the customer has with your organization. It talks about the user's feelings, the tasks that they want to complete, and the questions that they have at each stage. It also looks at the touch points they encounter. For example, the web site would be a touch point, and it will look at any weaknesses in the journey. It often provides a sense of the customer's greater motivations too. What do they want to achieve? What are their expectations of your organization? A Customer Journey Map takes many forms but typically appears as some type of infographic. Whatever its form, the goal is the same, to teach your organization more about their customers. It will come as no surprise that marketers often use Customer Journey Maps, but more and more, digital professionals are adopting them too. Now, there are a lot of reasons why Customer Journey Mapping is so a popular amongst digital professionals, but there are five which make it particularly valuable, and I want to explore those now. First, a Customer Journey Map is a great way of raising the profile of the customer within your organization. Typically, few people within your organization are as focused on the needs of customers as you are as a digital professional. Most of our colleagues are more focused on meeting internal targets, or delivering against our own job description than they are to the needs of users. We can use a Customer Journey Map as a way of refocusing them on the importance of the user experience. Second, a Customer Journey Map helps us to deepen our understanding of the user. It helps us to better understand the context of the user's interaction, allowing us to see where the customer has been and where they're going. It also allows us to understand the thought processes of users. How are they feeling? What are they trying to achieve, and what questions do they have along the way? This is particularly helpful for those of us who are producing content for customers. It allows us to focus on the customer's needs rather than simply on promoting our own products. Third, understanding the entire customer journey gives us a broader context within which a specific interaction happens. For example, we understand how something like a website sits alongside other digital channels such as LiveChat or social media. But more than that, it allows us to see how digital fits into the broader context of offline touch points. For example, it's not uncommon for a user to move from a digital channel such as the website, to an offline channel such as telephone support or a physical store. These transition between channels are often a point of weakness in the user experience, because channels are typically managed by different groups of people, and the user can fall between the gaps, as the transition points are not maybe as smooth as they could be. But when you can see the entire experience laid out in a single map, it's easier to identify these weaknesses and plug the gaps. This broader context is becoming particularly important as users not only move between channels and departments, but also between devices. It's common for customers to start an interaction on one device and end on another. Customer Journey Mapping will highlight these kinds of transitions and help you design a better experience. All of these benefits come together to enable you to build better digital services. A Customer Journey Map gives us everything we need to tailor the best experience possible. When we can see the questions the user has, we can better tailor content for them. When we understand the tasks that a user wants to complete, we can ensure that we build the correct functionality. And when we understand where the user is in the journey, we can make sure our calls to action are appropriate for that particular context. A Customer Journey Map also gives us a sense of how the user is feeling at each step in that journey. And this enables us to strike the right tone of voice and ensure we address any concerns that they may have. Finally, we can't underestimate the importance of a Customer Journey Map as a sales tool. A tool capable of helping us to sell digital services and organizational change to management and colleagues. A Customer Journey Map lays out the experience of the user and makes it easy for management and colleagues to understand those interactions. It highlights weaknesses in the process and makes it apparent where changes have to be made. Sometimes that means a new digital service, but on other occasions it may involve some kind of internal process. In short, a Customer Journey Map is a tool that benefits the entire organization and enables us to highlight the issues that lay outside of our normal area of responsibility. So hopefully now you can see why creating a Customer Journey Map is so worthwhile. In my next video, we'll delve into the specifics surrounding how to create a Customer Journey Map, but until then, thanks for watching.

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