Customer Journey Mapping – manual
In case you haven’t grasped at the graphic image of a customer journey yet, the following steps are here to help you do it.
1. Verify your goals
First what you can begin with is to set clearly the goals for your product, service or brand, and verify them. Make sure they are feasible and viable.
2. Define your target audience and personae
Pick a target group definition and your personas; elaborate on them, if needed at this stage.
3. Bring research findings together
Gather all of the already available data about your customers from the sales talks, interviews, feedbacks, error reports, competitors analysis, social media and so on.
4. Recognize and document all touchpoints
Record all the touchpoints for your target group that arise before, during and after a purchase. Here we are talking about those less conspicuous and easily overlooked contact points.
5. Varify / work on your Customer Empathy Map
Take your Customer Empathy Map (s) and go through all the findings and insights and recheck. If you can’t start on it yet, no problem, - peek into this article, "What do Customers want
6. Nail down your chance to emotionally differentiate yourself
Evaluate and prioritize the recorded touchpoints in order to highlight the most meaningful moments from the customers point of view. In the process make sure to detect painpoints, which can only signify of a soonest failure or, on the other hand, can turn out to be the „moments of truth“. These special moments the effect on your customer is the longest lasting and you simply have to deliver what they want.
7. Involve the actors that affect your customers satisfaction
Who are your potential customers’ contacts, where the delays occur or where you get stuck in the bottleneck? You really should identify these places and these people and, while dealing with your customers, work on their continuous improvement.
8. Evaluate the experiences of your customers
Whenever possible fall back on the customer facts, questionnaire replies, customer reviews, etc.. In some places you could try conducting your own interviews with customers or involved actors from your side. Use a standardized scale, for instance a scale from 1 to 5, where from 1 would mean that the customer expectations were totally failed and where 5 where expectations were definitely excelled, and evaluate each touch point in this way.
9. Draw Customer Journeys
Along with templates and available tools it makes sense to draw the journey of your potential customer that would include all the gathered information and evaluations/reviews.
10. Investigate the insights and outline the course of action
Well, taking a look at the whole customer journey map, in a team or with an unbiased team member, you can now have a deeper and more detailed analysis of the insights. In the outcome you are supposed to lay out a set of measures aimed at the improvement of very particular touchpoints or determining of these very touchpoints.
Here you can find an illustrative video. The UX Mastery
method towards the Map is a little bit different but equally expedient.