Customer Journey Map: My Go-to Guide
There are millions of examples for customer journey maps. They one below is a condensed version of essential elements and my go-to example for whenever I design a customer journey.
Source: Choice Hacking using UXPressia
Eight must-have parts
A customer persona: Bring your customer to life through demographic and psychographic details.
Phases of the purchase journey: Details the process customer follow from awareness, to purchase, and beyond.
Touchpoints: A point of contact, interaction, or information gathering.
Verbalized customer thoughts and actions: Capture what customers do, think, and feel - this is what makes journey maps so useful.
Painpoints: Issues customers have when pursuing their mission.
Emotional journey: Helps you identify areas for improvements
Opportunities for improvement: Build on your discoveries from pain points, emotional journeys, and customer feedback.
Moments of truth: Typically occur at first encounter, purchase, usage.
I also find that checklist very valuable once you’ve created your map:
Does your customer journey map focus on just one persona?
Does it follow the purchase/interaction journey across all sales channels?
Does your customer journey map include both mechanical and emotional customer measures (thoughts, feelings, pain points, emotional responses, etc.)?
Did you include Moments of Truth in your map?
Does it contain opportunities for innovation, based off of the pain points and Moments of Truth you identified?
Including the elements above will ensure that your customer journey map is customer-centric, insightful, and useful to your organization.