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Idea Implementation

Customer Journey Map

2–6 peopleExploratoryCombinationalTransformational

Overview

The customer journey map is a graph that describes the journey of a user by representing the different touchpoints – any point of contact (physical, virtual or human) between a customer and the service provider – where s/he interacts with the service. Each touchpoint is described according to the information exchanged and the physical devices involved. It is best used for 2–6 people who should represent all stakeholders. It is recommended to use post-its or any changeable artefact so that the map can be easily modified.

What to do

Undertake Customer Journey Map in the following 6 steps:

  1. The facilitator asks the stakeholders to sketch out in post-it notes all of the important touchpoints that the service consumer will interact with during a service, and what forms these interactions are likely to take.
  2. Then the facilitator asks stakeholders to organize these post its in a flipchart to construct a first version of the customer journey map, describing the sequence of consumer interactions with different touchpoints, and the nature of these interactions. The focus is on designing the service, without critiquing.
  3. The stakeholders critique and reflect on the first version of the service design described in the customer journey map. The facilitator can lead a structured review of each step, asking predefined questions about the types of touchpoint, quality of service interaction and granularity of the service stage (can it be decomposed or aggregated). Possible changes to the customer journey are briefly documented.
  4. A new version of the customer journey map is produced from the agreed changes, then the service is walked through again.
  5. Again, the stakeholders critique and reflect on the latest version of the service design described in the map using a structured walkthrough. Possible changes to the customer journey are once again briefly documented.
  6. Stages 4 and 5 are repeated until a complete and agreed customer journey through the service is documented in the map.

People

Works best with 2–6 people.

Problem solving characteristics

This technique is useful in the first stages of a design to better understand the service from the user perspective.

Creative phases

Customer Journey Map is useful if you want to generate ideas closer to the user experiences with the service.

Location

Any quiet space in which 2–6 people can sit around a table or stand around a flipchart.

Equipment

Chairs for all participants (optional), post-it notes, pens, a table (optional) and a flipchart.