Video tutorial: the why & what of journey maps
Journey maps illustrate experiences. These can be customer, user or employee experiences etc. A customer journey shows the steps a customer takes when in contact with a product or service. This short video provides an overview on what journey maps are, what they are used for and what value they provide for your company.
Journey maps also offer great value for an organization: usually companies realize something is going wrong when numbers are unsatisfying. The reasons are not always easy to identify. This is where journey mapping can help: identifying the moments of truth as well as the opportunities for improving a product or a service.
With the potential to show room for innovation, journey mapping can help trigger product innovations.
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In this video we’re going to talk about what a journey map is, how it can be used in your organization and what value it provides. A journey map is a tool that can help you outline the experience of someone step by step. It can be used in your organization in a couple of different ways.
First it can help you illustrate the overall experience a customer has with a service, a physical or digital product or even a brand. For example an experience could be something like recognizing the need, searching for a specific service, booking and paying for it, using the service as well as maybe complaining if something goes wrong with using the service or perhaps just using the service again. That being said, journey maps don’t always focus on the customer’s experience but can be used to focus on the employee experience as well.
So what value does this provide? A journey map can help you and your team in five different ways. First, it can help you zoom out. It helps you get outside of your organization’s perspective and look at your organization or product from multiple points of view. You can create a journey map from the perspective of your customers, employees or external stakeholders. Regardless of the perspective, taking a moment to zoom out can help you actually understand the problem you’re trying to solve. As a little hint, you can start with a high-level journey map illustrating the end to end customer experience. From there identify problems and opportunities and create detailed journey maps for each of these.
Secondly, journey maps help you understand why. Often organizations know when something is going on through metrics. However they have a hard time figuring out why. Journey mapping helps us get at the why. Take a scenario where a company has been experiencing a significant drop off in the number of customers. Journey mapping the customer experience can help a team understand the small and big moments that influence the experience and can help get at the nature of the problem. Perhaps in this case it’s something connected to the user interface or to the support staff. In any case, journey mapping can help you identify and communicating these problems.
Third, it’s not just about focusing on identifying the problem, but identifying moments of opportunity and intervention. For example with a current state journey map you can discover and communicate aspects that might be going wrong in a customer experience. That being said, it can also help you discover larger market opportunities.
Fourth, it can help you co-create new solutions. With a future state journey map you can illustrate new ideas and concepts and then communicate them or test them with others.
Fith, journey maps help bring teams and organizations together around a problem. A journey map can align different departments or perspectives within a company or even across organizations as they help give common focus to a challenge or problem.
Now from a business perspective customer journey mapping is also useful for four different reasons.
First, it gives you a competitive advantage. 89% of companies expect to compete mostly on the basis of customer experience by 2016 vs. 36% four years ago. Secondly it increases revenue. Poor customer experiences result in an estimated 83 billion dollar loss each year because of defections and abandoned purchases.
Third, customers influence each other. Customer power has grown as 73 % of firms trust recommendations from friends and family while only 19 % trust direct communications. And last, not only do people expect good customer service, they are willing to pay for it. 86% of customers will pay more for a better customer experience.
If you’re curious on how to create a journey map, click on the how to create a journey map video next.