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10 WAYS TO USE
CUSTOMER JOURNEY MAPS
May 13, 2015
@kerrybodine
HAPPY CUSTOMERS LEAD TO HAPPY SHAREHOLDERS.
LET’S MAKE HAPPY HAPPEN.
Agenda
What makes a journey map effective?
@kerrybodine
Agenda
What makes a journey map effective?
What types of journey maps can you create?
@kerrybodine
Agenda
What makes a journey map effective?
What types of journey maps can you create?
What are 10 ways you can use journey maps?
@kerrybodine
WHAT MAKES A JOURNEY
MAP EFFECTIVE?
@kerrybodine
Journey maps are:
@kerrybodine
Journey maps are:
Diagrams that visualize
@kerrybodine
Journey maps are:
Diagrams that visualize
the actions, thoughts, and feelings
@kerrybodine
Journey maps are:
Diagrams that visualize
the actions, thoughts, and feelings
of a person or group
@kerrybodine
Journey maps are:
Diagrams that visualize
the actions, thoughts, and feelings
of a person or group
over time.
@kerrybodine
Journey maps are:
Diagrams that visualize
the actions, thoughts, and feelings
of a person or group
over time.
@kerrybodine
Source: 31Volts
Journey maps are:
Diagrams that visualize
the actions, thoughts, and feelings
of a person or group
over time.
@kerrybodine
Source: Intuit
Source: Intuit
Source: Intuit
Journey maps are:
Diagrams that visualize
the actions, thoughts, and feelings
of a person or group
over time.
@kerrybodine
Source: Intuit
Source: Intuit
WHAT TYPES OF JOURNEY
MAPS CAN YOU CREATE?
@kerrybodine
Four types of journey maps
•  Current state
@kerrybodine
Source: Bridgeable
Source: Bridgeable
Source: Bridgeable
Four types of journey maps
•  Current state
@kerrybodine
Four types of journey maps
•  Current state
•  Future state
@kerrybodine
Source: Bridgeable
Source: Bridgeable
Source: Bridgeable
Source: Bridgeable
Source: Bridgeable
Source: Bridgeable
Four types of journey maps
•  Current state
•  Future state
@kerrybodine
Four types of journey maps
•  Current state
•  Future state
•  Blueprint
@kerrybodine
Source: Bridgeable
Source: Bridgeable
Source: Bridgeable
line of visibility
Source: Bridgeable
Source: Bridgeable
Source: Bridgeable
Source: Bridgeable
Source: Bridgeable
Source: Bridgeable
Future-state journey blueprints…
•  Represent the organization
and infrastructure that you
need to build in order to
deliver on your CX vision.
Journey blueprints may come in two flavors…
@kerrybodine
Future-state journey blueprints…
•  Represent the organization
and infrastructure that you
need to build in order to
deliver on your CX vision.
Current-state journey blueprints…
•  Represent the organization
and infrastructure that support
the experience your customers
have today.
Journey blueprints may come in two flavors…
@kerrybodine
Four types of journey maps
•  Current state
•  Future state
•  Blueprint
@kerrybodine
Four types of journey maps
•  Current state
•  Future state
•  Blueprint
•  Day in the life
@kerrybodine
WHAT ARE 10 WAYS YOU
CAN USE JOURNEY MAPS?
@kerrybodine
WHAT ARE 10 WAYS YOU
CAN USE JOURNEY MAPS?
@kerrybodine
12!
Improve your current customer experience
@kerrybodine
Improve your current customer experience
Current-state journey map
1.  Identify pain points and prioritize fixes.
2.  Identify opportunities for feedback or measurement.
3.  Plan content and marketing communications.
@kerrybodine
Improve your current customer experience
Current-state journey map
1.  Identify pain points and prioritize fixes.
2.  Identify opportunities for feedback or measurement.
3.  Plan content and marketing communications.
Current-state journey blueprint
4.  Zero in on the root causes of customer pain.
@kerrybodine
Source: Adaptive Path
Envision your future customer experience
@kerrybodine
Envision your future customer experience
Future-state journey map
5.  Share the vision for your corporate strategy.
6.  Plan the rollout of a future product or service.
@kerrybodine
Envision your future customer experience
Future-state journey map
5.  Share the vision for your corporate strategy.
6.  Plan the rollout of a future product or service.
Day-in-the-life journey map
7.  Identify innovation opportunities.
@kerrybodine
Envision your future customer experience
Future-state journey map
5.  Share the vision for your corporate strategy.
6.  Plan the rollout of a future product or service.
Day-in-the-life journey map
7.  Identify innovation opportunities.
Future-state journey blueprint
8.  Identify the infrastructure and capabilities needed to
deliver on your vision.
@kerrybodine
Drive organizational change
@kerrybodine
Drive organizational change
Current-state journey map
9.  Align your organization around the customer POV.
10.  Help employees and partners develop empathy for customers.
@kerrybodine
Drive organizational change
Current-state journey map
9.  Align your organization around the customer POV.
10.  Help employees and partners develop empathy for customers.
Current-state journey blueprint
11.  Help employees and partners develop discover their own roles in
delivering a remarkable customer experience.
@kerrybodine
Communicate with customers
@kerrybodine
Communicate with customers
Future-state journey map
12.  Get customers comfortable with an upcoming experience.
@kerrybodine
Source: Xplane
WHAT KIND OF JOURNEY
MAP SHOULD YOU CREATE?
@kerrybodine
@kerrybodine
First ask:
What’s our business objective?
Then ask:
What kind of journey map do we need?
HOW ELSE HAVE YOU
USED JOURNEY MAPS?
@kerrybodine
HOW ELSE HAVE YOU
USED JOURNEY MAPS?
LET US KNOW!
@kerrybodine
THANK YOU!
@kerrybodine
kerry@kerrybodine.com
kerrybodine.com/CXWeek15
HAPPY CUSTOMERS LEAD TO HAPPY SHAREHOLDERS.
LET’S MAKE HAPPY HAPPEN.
Q  &  A

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