A Customer Experience Journey Map is a very useful tool to understand and improve customer experience. It allows organizations to develop a user experience mindset and gain better insights into customer’s needs. It helps identify key Moments of Truth and drive actionable priorities to improve a product or innovate on creating new products. When you involve stakeholders in creating a Journey Map, they “walk in the customer’s shoes” and know the story of customer experience. They start telling this story to themselves and others in the organization. The customer stories and insights gained from the Journey Map lead to identifying actionable items aligned with organizational strategy prioritizing initiatives uniting the cross-functional team to take action on the findings creating better user experiences In this presentation, you learn What Customer Journey Mapping is Why it is important What is the process for conducting it How to create a user experience mindset within your organization

1. Customer Journey Mapping,
Create a UX Mindset
within Your Organization
Shima Kazerooni
Principal User Researcher, Informatica
UXPA 2015
@shkazerooni #UXPA2015

2. About me
• Over a decade of experience as a user researcher
• BS, Software Engineering
• MS, Human-Computer Interaction

3. 82%
of consumers in the U.S.
said they stopped doing
business with a
company due to poor
customer experience.
Source: RightNow
One Bad Experience Can Cost You

4. UX versus CX
CX
Customer Experience
Responses at all touch
points with a company
Competency at
corporate level
UX
User Experience
Responses from
user of product &
services
Competency at
product & service
level

5. Customer Journey Map (CJM) Projects
• What is Customer Journey Mapping?
• Why did we use it?
• What was the process?
• What were the results & what did we learn?

6. A Customer Experience Journey Map is an
illustration that represents your customers’
end-to-end journey in distinct stages.

7. Why did we conduct CJM?
• End-to-end customer
perspective
• Cross-functional
involvement
• Identify key Moments
of Truth to discover
actionable insights

8. Thoseinteractionswiththecompanythatcreate
anemotionalconnectionandinfluenceadecision

9. Your coffee journey

10. Your coffee journey (example)
Entry Selection Waitingin Line Ordering Service Quality/Goods

11. Entry Selection Waitingin Line Ordering Service Quality/Goods
Your coffee journey (example)

12. Entry Selection Waitingin Line Ordering Service Quality/Goods
Easyaccess,
goodsignage
Your coffee journey (example)

13. Entry Selection Waitingin Line Ordering Service Quality/Goods
Easyaccess,
goodsignage
Difficulttoreadthe
menu
Your coffee journey (example)

14. Entry Selection Waitingin Line Ordering Service Quality/Goods
Easyaccess,
goodsignage
Difficulttoreadthe
menu
Thelinemoved
alongquickly
Your coffee journey (example)

15. Entry Selection Waitingin Line Ordering Service Quality/Goods
Easyaccess,
goodsignage
Difficulttoreadthe
menu
Thelinemoved
alongquickly
Confusionat the
register
Your coffee journey (example)

16. Entry Selection Waitingin Line Ordering Service Quality/Goods
Easyaccess,
goodsignage
Difficulttoreadthe
menu
Thelinemoved
alongquickly
Confusionat the
register
Friendlyandhelpful
staff
Your coffee journey (example)

17. Entry Selection Waitingin Line Ordering Service Quality/Goods
Easyaccess,
goodsignage
Difficulttoreadthe
menu
Thelinemoved
alongquickly
Confusionat the
register
Friendlyandhelpful
staff
Somethingwasoff
Your coffee journey (example)

18. Journey Mapping
Process

19. Inside-Out & Outside-In Views
INSIDE OUT OUTSIDE IN
• Market intelligence
• Internal assessment
• Current in-flight projects
• Intellectual property
• Employee/supplier ideas
• Primary research
• Real-time analytics
• Customer feedback
• Partner /community input
Gaining a new perspective from
two views.
1 2
3

20. OUTPUTPROCESS
IAmAware IBuy IUse IRenewICompare
Customer Experience
Journey Map
& Moments of Truth
OUTPUT
PROCESS
•Identify Initiative
•Identify & Engage
Cross-Functional
Team
•Develop Customer
Mindset
INPUT
•Identify Action
Items Aligned with
Strategy
•Identify Metrics to
Monitor and
Measure Action
Items
Customer Journey Mapping Steps

21. Customer Experience Journey Map
START
HERE
Job
I Use I RenewI Am Aware I Compare I Buy
THEN GO
HERE
Customer Job:
Toprotectmy
information

22. Customer Experience Journey Map
START
HERE
I Use I RenewI Am Aware I Compare I Buy
THEN GO
HERE
Moments of Truth
Difficulttofind
productsonthe
mainpage.
Igotmy product
quickly.
Idon’tknow
howtoget
support.
Idon’tget
renewalemails.
WhydoIneedthis
product?
MOMENTSOF
TRUTH
Customer Job:
Toprotectmy
information

23. Customer Experience Journey Map
START
HERE
I Use I RenewI Am Aware I Compare I Buy
Difficulttofind
productsonthe
mainpage.
Igotmy product
quickly.
Idon’tknow
howtoget
support.
Idon’tget
renewalemails.
WhydoIneedthis
product?
MOMENTSOF
TRUTH
 Market statistics
 Industry reports
 Partner loyalty
 Web analytics
Awareness & Compare
 User interviews
 Surveys
 Social monitoring
Use
THEN GO
HERE
Listening Posts
Customer Job:
Toprotectmy
information

24. Customer Experience Journey Map
START
HERE
I Use I RenewI Am Aware I Compare I Buy
Customer Job:
Toprotectmy
information
Difficulttofind
productsonthe
mainpage.
Igotmy product
quickly.
Idon’tknow
howtoget
support.
Idon’tget
renewalemails.
WhydoIneedthis
product?
MOMENTSOF
TRUTH
 Market statistics
 Industry reports
 Partner loyalty
 Web analytics
Awareness & Compare
 User interviews
 Transactional surveys
 Social monitoring
Use
THEN GO
HERE
Poor Ok Good
POTENTIAL LISTENING POSTS

25. 2 Customer Journey Mapping Projects

26. Get Executive Buy-in
• Gain attention
• Outline CX
activities
• Use persuasion
and repetition

27. Involve Cross-Functional Teams
• UX
• Product Management
• Engineering
• QA
• Customer Support
• Marketing
• Sales
• Operations

28. CX is Not a Destination. It is a Mindset.

29. Plan & Be Flexible

30. Timeline
Feb March April May June July Aug
Kickoff Inside-out
Workshop 1
Inside-out
Workshop 2
Outside-in
Workshop
CX Action
Plan
Project 1
Aug Sep Oct Nov Dec
Kickoff Inside-out
Workshop
Outside-in
Workshop
CX Action
Plan
Project 2

31. Debrief and Identify MOTs with the Team

32. Identify a few Solutions

33. Inside-out View vs. Outside-in View
I Use I RenewI Am Aware I Compare I Buy
This is what WE thought (inside out)
And this is what we heard from customers (outside in)
I Use I RenewI Am Aware I Compare I Buy

34. The Map is Not the Treasure

35. Publicize the CJM Findings

36. Summary
• Customer Journey Mapping
• Why we used it
• Customer Journey Mapping process
• Lessons learned

37. Find Gold in Your CustomerJourney Map!

38. Shima Kazerooni
shkazerooni@yahoo.com
@shkazerooni