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Customer Journey Mapping Research Report
1. Customer
Journey Mapping
Research
Report 2019
A study on software and techniques
used when working with customer
journey mapping.
2. contents
Executive Summary
Study Participants
Survey Results
Data Sources for Customer Journey Maps
Complementary Techniques
Software for Research Findings
Complementary Software
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Highlights from In-Depth Interviews
Digital vs Non-Digital Software
Customer Journey Map as a Living Document
Increasing Journey Map Credibility with Data & Analytics
Connecting Research Findings to the Journey Map
Visualizing Marketing Campaigns
Keeping a Balance Between Design and Content
Communicating Customer Journeys
Putting a Customer Journey Map into Action
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3. This research aims at investigating the software used by organizations for storing and
processing quantitative and qualitative research data, building customer (user, employee)
journey maps, and communicating and implementing research findings.
Note that it is not a comparison of journey mapping software per se. Rather it is an
overview of complementary software within the customer journey map framework.
150 professionals and 14 in-depth interviews.
Executive Summary
The report is based on a global survey of
03UXPRESSIA CJM Research Report 2019 |
5. The survey was sent to 150 customer experience
professionals from the following countries:
Austria, Australia, Bulgaria, Canada, Denmark,
Estonia, France, Germany, Greece, Ireland, Italy,
Latvia, Lithuania, Netherlands, Poland, Romania,
Spain, Sweden, Switzerland, United Kingdom,
United States.
Survey
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6. What is your current role?
UX Professional
CX Professional
Product/Project Manager
Consultant
Research
Sales/Marketing
Student
HR
Business Owner
Non-profit
Other
20.4%
15.6%
13.2%
12.6%
7.2%
5.4%
4.2%
2.4%
1.8%
0.6%
16.8%
0 255 10 15 20
20.4% of respondents were UX professionals,
followed by CX professionals and Product/Project
Managers.
Respondents’ Positions
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7. What industry/project do you create journey maps for?
17%
12%
10%
9%
6% 6% 6%
5%
4% 4%
3% 3%
2%
14%
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* Respondents mentioned working with more than one industry
** ‘Other’ included logistics, medical devices, public sector, utilities, telecommunications products, ICT.
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8. Follow-up Interviews
When recruiting for follow-up interviews, we initially
tried to cover different job roles and industries. Pilot
interviews revealed that the responsibilities and duties
of people with the same job role vary greatly across
different companies. The size of the company influences
the communication style and how insights are shared
with the team. Also, the process of creating a customer
journey map and making changes based on it are
different for product teams and companies that work
for external clients.
Based on these criteria, we selected interviewees from
the pool of survey participants and supplemented this
group with other UXPressia users when no one from
survey participants matched the criteria used in the
survey.
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9. Organization types: Business size:
finance, B2B, healthcare, entertainment,
software development, logistics, multiple
industries (agent), government.
Industries:
7 product teams
5 agencies
1 governmental service
Sizewise, we spoke to people from one-man, small
and mid-sized businesses, as well as corporations
with thousands of employees.
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11. Before asking survey participants to list specific
software, we inquired about the sources where
respondents gather information for their customer
journey maps: brainstorming results, research
findings, support logs, etc.
We assumed that respondents’ preferred data
collection techniques influence the choice of
complementary software.
* Under 'Other' the respondents suggested the following:
information research, return-path data, journey workshops mixing customers and
tech, internal operational data, progress and service blueprints, voice of customer
data and market research documentation
** This was a multiple-choice question and we randomized the answer order.
0 10020 40 60 80
Interviews with users and customers
Your own ideas and hypotheses
Team discussions
Observation
Online surveys
Web analytics
Usability testing
Support requests from customers
Other*
85.9%
71.8%
70.5%
62.4%
49%
47%
37.6%
36.2%
4.7%
Data Sources for Customer
Journey Maps
What data sources do you use for journey mapping?
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12. We also asked the participants to pick other
service design techniques, frameworks, and
methods which they use along with journey
mapping as they also influence the choice of
software. This was a multiple-choice question and
we randomized the answer order.
* Under 'Other' the respondents suggested the following:
Double Diamond, NPS, ecosystem mapping, art of opportunity and blue ocean
strategy mapping Ideation, behavioral groups, jobs to be done, design thinking, and
lean startups as overall methodologies, user research (interviews)
Complementary Techniques
What service design techniques, frameworks,
and methods do you use along with journey mapping?
Mind Mapping
Service Blueprinting
Design Brief
Design Scenarios
Moodboards
User Shadowing
User Diaries
Service Safari
Other*
Experience Prototyping
Personas
Brainstorming
Usability Testing
Business Model Canvas
82.6%
65.8%
43.6%
36.2%
36.2%
30.2%
30.2%
26.8%
24.8%
20.8%
16.8%
15.4%
3.4%
6%
0 10020 40 60 80
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13. Software for Research Findings
11%
10%
6%
4%
4%
3%
3%
3%
3%
3%
0 12102 4 6 8
Microsoft Excel/ Google Sheets
Top 10 software for research according to
47,8% of participants.
The survey included two questions about specific
software. The first question focused on the
software used solely during the research phase
for collecting data and storing and analyzing the
findings.
According to the survey,
52.2% of respondents
do not use any software
for researching, storing and
analyzing their findings.
* This was an open question
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Data available in the full report
14. 0 6010 20 30 40 50
Google Sheets / Excel
Google Docs / Word
Google Slides / Power Point
Notebook and pen
Sticky notes
Slack
Jira
Sketch
InVision
Trello
SurveyMonkey
Dropbox
Adobe XD
Evernote
Hotjar
Miro
Tableau
Asana
Airtable
Zapier
Notion
Usabilla
52%
48%
45%
40%
39%
28%
28%
28%
28%
26%
25%
16%
15%
14%
14%
11%
9%
9%
7%
6%
4%
3%
What other tools do you use when working with CJMs?
Complementary Software
The second software-related question contained
two parts. First, we asked an open question about
the tools that participants used on a regular basis
to elicit unprompted answers. After that, we asked
respondents to select items from the multiple
choice list of industry-standard software in case
they missed some tools when answering the first
part of the question. We also listed a notebook
and pen as an option and this non-digital method
proved quite popular.
The first question did not include UXPressia which
would be an obvious choice since the respondents
were active UXPressia users. So the tool is not
featured in the results on the right.
* Combined answers to the open-ended and multiple-choice questions
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15. About UXPressia
is an online tool for customer journey mapping, creating personas and impact maps. It is an optimal balance
between sticker-and table-based solutions with an intuitive drag and drop interface and plenty of customizable
features.
UXPressia
contact@uxpressia.comFacebook Twitter Linkedin Pinterest
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