When you’re creating your first journey map, two questions will likely come up:
- How do I get started?
- Which best practices should I follow?
To help answer these questions for our global customer base of new and existing users, we’ve added a new demo template to our journey management platform.
This new template, referred to as “Swedish Store Demo,” walks you through the journey of a young designer named Mike. Mike is looking to buy a standing desk to help relieve his back pain that has resulted from too many hours spent sitting in his work chair. In the demo, we follow his (sometimes) emotional journey as he starts searching for the right desk, purchases one from the Swedish furniture store, and ultimately, gets the product delivered and put it the test.
How this demo simplifies your journey mapping
In building this demo, we sought to address the 2 questions mentioned above within the context of our unique journey management platform. The demo template is infused with plenty of journey mapping best practices that will get you on your way to building memorable customer journeys.
Here are 3 examples of best practices that you’ll learn from this demo:
1) Always lead with a customer-centric approach
This may seem obvious, but as we pointed out in a previous post, journey mapping is not process mapping.
The new demo template we’ve created focuses on the customer’s emotions, thoughts, and experiences as he shops for the right standup desk.
Regardless of the touchpoint (walking into a store, receiving a marketing email) or the business actors in each touchpoint (in-store salesperson, growth marketing manager), the focus is on presenting the journey from the customer’s point of view.
This ensures that the journey stays focused on what matters most in journey mapping: the customer and their experience. While the customer view is the default view that we present in the journey, our platform offers the ability to switch to other views such as View by Channel, View by Emotion, View by Time/Cost to Fix, and more.
The flexibility provided by the various views in our platform allows you to analyze the journey using various criteria. From this analysis, you can define Action Plans geared toward improving specific aspects of the journey so as to improve your overall business performance.
2) Always identify key stages in the journey
In the new demo, map we divide the customer journey into the following 5 stages:
Awareness – customer is aware of a need or problem (back pain) and the solution (standing desk)
Research – customer researches options for acquiring the solution (standing desk)
Decision – customer makes a choice about which solution to buy and from which vendor (Swedish Store)
Product Delivery – customer receives product and starts interacting with it
Post Delivery – customer has experienced the product and has developed a perception about the product, the brand, and the entire journey
These 5 stages are quite universal and can be applied to a whole host of other brands, not just a furniture retailer. If you’re a health insurance provider, an online bank, or a health counseling practice, these stages still apply. However, as you dig into the details of each stage for your particular customers, you’ll likely feel the need to add more stages, rename them, or even delete some of them entirely. Whatever the case may be for you, taking the time to define these stages will give you more insight into the progression of the journey from start to finish.
3) Always be emotional
Yes, we encourage emotionality. Emotion is what brings a journey map to life. Emotion is what allows you to relate to your customer, be empathic, and ultimately, provide a journey that has customers smiling all the way through.
Each touchpoint in our demo includes an emotion ranking aimed at helping you understand whether that particular touchpoint brings up positive, negative, or neutral feelings for the customer.
By defining these emotions for each touchpoint, you have the ability of using our built-in filters to display the touchpoints that have a specific emotion associated with them.
One of the most popular filters for our customers is the “filter by negative emotions.” This displays only touchpoints that have negative emotions associated with them. Identifying these touchpoints is an excellent opportunity for defining Action Plans and Initiatives for improving them. This will subsequently lead to improvements in metrics (e.g., conversion, acquisition) and, most of all, satisfied customers who will become your brand ambassadors.
We know that journey mapping can sometimes seem overwhelming. By using the new demo template we’ve provided, we’re giving you a simple tool that will help you get started in minutes. Whether you’re a journey mapping newbie or an expert, this demo template allows you to see all the industry best practices applied to a simple, relatable scenario. Go ahead and give it a try for yourself to see just how easy it is to build your journey maps! And be sure to join us on April 21 2016 at 3pm EST for a free online consultative workshop that will show you how to get more action of your journey maps. Reserve your spot here!