The 5 Competencies of
Customer Journey Mapping
Léonie Brown
CX STRATEGIST SME // QUALTRICS
@LeonieBrownCX
without data, IT’S JUST A STORY
without a story, IT’S JUST DATA
JOURNEY
MEASURE
MAPPING
PERSONA INNOVATE
getting started with BUILD A CUSTOMER PERSONA
journey mapping BUILD A CUSTOMER JOURNEY
RECRUIT YOUR MAPPING TEAM
FIND THE MOMENT THAT MATTERS
INNOVATE & MEASURE
4
5
customer JOURNEY
CUSTOMER JOURNEY MAPPING
…visually illustrates customers’ processes,
needs & perceptions throughout their interaction
and relationship with an organization
CUSTOMER JOURNEY MAPPING
…visually illustrates customers’ PROCESSES,
needs & perceptions throughout their interaction
and relationship with an organization
CUSTOMER JOURNEY MAPPING
…visually illustrates customers’ PROCESSES,
NEEDS & perceptions throughout their interaction
and relationship with an organization
CUSTOMER JOURNEY MAPPING
…visually illustrates customers’ PROCESSES,
NEEDS & PERCEPTIONS throughout their interaction
and relationship with an organization
the four “i”s of INSIGHTS
journey mapping IMPACT
ISSUES/OPPORTUNITIES
INNOVATION
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CUSTOMER PERSONAS
Who are they really…
• Name
• Age
• Job Role
• Family Status
• Professional Goals
• Personal Goals
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CUSTOMER PERSONAS
• Help you build a deeper
understanding of your customer
• Derive from insights,
demographic data, interviews…
• May have 1, 5, even 20 or more
• B2B may have multiple
customers (and hence
personas) for each opportunity
and for relationship surveys
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Diana
• Early thirties, living in London,
in a stable relationship, no children.
• Working for DSS (Insurance Company)
as an analyst
• Seeking excitement and multicultural
experiences, like to build relationships
and passionate about foreign cultures.
• Wants to spend less time juggling data
and more time putting together useful
insights
Choosing a customer journey for mapping
CUSTOMER
ONBOARDING MAINTAIN USE/OWN RENEWAL
Taking out insurance Taking the car to the Buying a ticket Insurance
dealership for service
Buying a car Making a claim Magazine subscription
A support call for
Applying for a loan technical help Using my phone Buying a new car
handset
Setting up a loyalty Changing address Upgrading service
card account
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MULTIPLE MAPPING
one persona, many journeys
• When you want to focus on highly
valuable customers to your business
or when you want to focus on your
largest base of customers
• When you want to map the entire
‘lifecycle’ of the customer
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MULTIPLE MAPPING
buy one journey, many personas
When the journey itself is more
important than the individual customers
passing through it (i.e.: complete
compliance required)
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Building a ROLES
FRONTLINE STAFF
mapping team
DAY-TO-DAY MANAGEMENT
CORPORATE TEAMS
HR
BUSINESS SUPPORT FUNCTIONS
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the moment MAXIMUM IMPACT DURING THE
EXPERIENCE – NEGATIVE OR POSITIVE
that matters
IN THAT MOMENT, WHAT ARE THE
PEOPLE/THINGS/PROCESSES INVOLVED
AND WHAT METRICS ARE IMPACTED –
NPS, CSAT, CLV
WHAT DATA DO WE ALREADY HAVE?
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innovation BRAINSTORM
FILTER
ASSESS
TEST…IS IT FEASIBLE, VIABLE, DESIRABLE?
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JOURNEY
MEASURE
MAPPING
PERSONA INNOVATE
getting started with BUILD A CUSTOMER PERSONA
journey mapping BUILD A CUSTOMER JOURNEY
RECRUIT YOUR MAPPING TEAM
FIND THE MOMENT THAT MATTERS
INNOVATE & MEASURE
25
without data, IT’S JUST A STORY
without a story, IT’S JUST DATA
