The document provides an overview of customer journey mapping. It discusses the origins and evolution of customer journey mapping, including early concepts like market myopia and jobs-to-be-done theory. It then defines customer journey mapping, explaining that it is a tool used to capture, visualize, and structure data into a story. The document also discusses how customer journey mapping is used, including for research, design, and measuring continuous learning. It emphasizes that customer journey mapping helps align teams, creates a common language, and allows for both internal and external perspectives.

2. Arne van Oosterom
Creative Leadership Coach
Founder DesignThinkers
Advisor HBA & Director HBA Amsterdam

3. WHERE DOES IT
COME FROM?
CUSTOMER JOURNEY MAPPING

4. “People don’t want to buy a
quarter-inch drill. They want a
quarter-inch hole!”
Theodore Levitt/ Marketing Myopia/ 1960
MARKET MYOPIA

5. People don’t simply buy products or
services, they ‘hire’ them to make
progress in speci
fi
c circumstances.
Clayton Christensen / 2005
JOBS-TO-BE-DONE

6. “a company intentionally uses services as the
stage, and goods as props, to engage
individual customers in a way that creates a
memorable event.”
Pine & Gilmore / Welcome to the Experience Economy/ 1998
THE EXPERIENCE ECONOMY

7. All
fi
rms are service
fi
rms; all markets are
centred on the exchange of service, and all
economies and societies are service based.
Vargo & Lusch / 2004
SERVICE DOMINANT LOGIC

8. The
fi
rst authors to write about
‘User Journey Maps’ were Chip Bell and
Ron Zemke in their 1989 book, Service
Wisdome
CUSTOMER JOURNEY MAPPING

9. Horizontal
Timeline / Stages / Chapter / Story

10. Horizontal
Timeline / Stages / Chapter / Story
Zoom in & zoom out
What happens before & after?

11. Zoom in & zoom out
What happens before & after?
Horizontal
Timeline / Stages / Chapter / Story

12. WHAT
IS IT?
CUSTOMER JOURNEY MAPPING

13. Capturing, visualise and structure
data into a story
Research Tool

14. Maps the “cumulative impact of
multiple touchpoints” - Forbes -
Research Tool

15. CONSUMER JOURNEY MAP
PATIENT JOURNEY MAP
EMPLOYEE JOURNEY MAP
ON- AND OFF-BOARDING JOURNEY MAP
STAKEHOLDER JOURNEY MAP

16. B TO B
B TO C

17. HOW DO
YOU USE IT?
CUSTOMER JOURNEY MAPPING

18. INNOVATE OR
IMPROVE?

19. Write your questions
in the chat

20. WHY DO
YOU USE IT?
CUSTOMER JOURNEY MAPPING

21. To understand moments of truth and
unmet needs of customers, patients
and stakeholders
Research Tool

22. O
ff
ers an holistic view
of the user experience
Research Tool

23. To build empathy with
people in the system
Research Tool

24. Interviews, Cultural Probes, Desk
Research, Observation, Ethnography,
Surveys
Research Tool

25. What People do
Big Data
Quantitative Research

26. Why people do what they do
Small Data
Qualitative Research
Design Research

27. Persona
1
NYCMansionPersonasand
CustomerJourneyMap
documentation
Mr. & Mrs. Smith Identity
The 40-60 year old woman, NYC resident, she is a world
traveler, well-cultured, educated and has her days filled
with board meetings, charity events and other business.
Background
Mrs. Smith has not shopped with Cartier and has made a
point not to as she feels Cartier is too commercial and feels
that brands such as Harry Winston are more relevant to
her fashion taste.
She does rely on the opinions of her social group and
often shopping or doing things groups. All while wanting
something special that her friends do not have.
Problem/Needs
Mrs. Smith has a 25th anniversary coming up and would
like to dress for the occasion.
Quote
“I don”t want to see myself coming and going…”
Opportunity
– Need to draw Mrs. Smith into the store either through
special events, windows installation, friend/social group
that can lure her in.

28. Choose a Topic like
Shopping for clothes
Going to the dentist or doctor
Stages

29. Stages

30. Stages
Vertical:
What do we want know?

31. Stages
Question ?
?Question
Vertical:
What happens here?
Swim-lane
Swim-lane

32. Stages
Emotion

33. Stages
Emotion
Why?

34. WHEN DO
YOU USE IT?
CUSTOMER JOURNEY MAPPING

35. The Tool - The Method
The Activity - The Result
Map & Mapping

36. - THE MAPPING ACTIVITY HELPS ALLIGN TEAMS
- IT CREATES A COMMON LANGUAGE AROUND
IMPROVEMENT AND INNOVATION
- INSIDE OUT THINKING & OUTSIDE IN THINKING
- INTERNAL MARKETING
INSIDE

37. BASED ON INTERNAL KNOWLEDGE
ASSUMPTIONS JOURNEY MAP
To make implicit knowledge explicit
Team building & Shared Language
Practice

38. BASED ON RESEARCH:
AS-IS-JOURNEY MAP
To build empathy
Uncover customer needs
To uncover opportunities to improve or
innovate

39. BASED ON IMAGINATION:
FUTURE JOURNEY MAP
Design Tool

40. Service Blueprint
Organisational Process Map
Implementation Tool
CUSTOMER JOURNEY MAP / PART 2

41. Research Tool
Design Tool
Measuring &
Continuous Learning
OUTSIDE

42. EXPLORE (RE)FRAME IMPLEMENT
diverge converge diverge converge
create
choice
make
choice
create
choice
make
choice
DOUBLE DIAMOND

43. Stages
Emotion
Why?
Touchpoints
Touchpoints / Artifacts / Services / Products / Channels
? ? ? ? ? ?

44. CUSTOMER JOURNEY MAPPING

45. CUSTOMER JOURNEY MAPPING

46. CUSTOMER JOURNEY MAPPING

47. Horizontal
Timeline / Stages / Chapter / Story
Emotional Journey
Context: Why this emotion?
Moments Of Truth
Touchpoints / Artifacts / Services / Products / Channels
Stakeholders / Departments / Organisations
Customer Insight / Need + Barrier / Opportunity area
?
?
?
?
?
?

48. VISUALISING DATA

49. CUSTOMER JOURNEY MAPPING

52. CUSTOMER JOURNEY MAPPING

53. CUSTOMER JOURNEY MAPPING

54. CUSTOMER JOURNEY MAPPING

55. CUSTOMER JOURNEY MAPPING

58. Customer Journey Mapping for Hiring and Onboarding Service
MIA
She is a Senior Brand
Manager based in
Luxembourg.
OBJECTIVES
She is extremely focused
on delivering results.
She is sociable and likes
to stay ahead of new
trends’
QUOTE
“THE BEST MOMENT
FOR ME IS DEFINITELY
WHEN I GOT
APPOINTED TO
WORK FOR THE NO. 1
GLOBAL BRAND! I FEEL
PROUD EVERY DAY
TO WORK FOR THIS
BRAND”
CAREER WEBSITE CAREER WEBSITE
HR Services to Support and Delight
Service Scenario 03
CAREER WEBSITE
Service Scenario 04
ON-BOARDING
PLANNING
Manager
ONBOARDING PLAN ONBOARDING PLAN
EXPERIENCESTAGESTOUCHPOINTS
NEW HIRE
An aspirational Customer
Journey of a Newly Hired
Associate.
phoneSocial media
& contacts
Network
events
CONSIDERING/SEARCH NEGOTIATING DECIDING OFFER STARTING JOBFEELINGWELCOME CAREER PLANNING
ACTIONS
The Candidate finds information
on the KO website.
The Candidate completes interviews.
The Candidate
easily submits job
application.
Initial
communication
confirms mutual
interest.
The Candidate gets ready for the
interview.
The Candidate
provides
references for
final process.
The Candidate
receives the final
offer letter.
The Candidate
resigned from the
current job.
The Candidate
receives personalized
feedback via email &
phone.
The Candidate receives
tips for the scheduled
interview.
The offer package
is delivered and
negotiated.
The offer is signed and
returned.
The Welcome
Package is received by
Candidate.
Candidate receives
call from manager.
Candidate is
introduced to
Buddy.
“I AM VERY EXCITED
ABOUT POSSIBLE JOB
OPPORTUNITIES AT KO.”
“THE PROMPT FEEDBACK MADES ME
FEEL VERY CONFIDENT.”
“I FEEL VERY CONFIDENT BECAUSE
THE JOB DESCRIPTIONS WERE
INSPIRING AND CLEAR.”
“I APPRECIATED THE ACCURACY AND
QUALITY OF PACKAGES.”
“I’M EXCITED
AND ANXIOUS ABOUT
JOB INTERVIEWS BUT HAVING
RECEIVED DETAILS FROM THE
T.A.P., I’M FEELING CONFIDENT
& PREPARED FOR MY
INTERVIEWS.”
“I AM DELIGHTED TO START MY
NEW JOB AND I’M THRILLED WHEN I
RECEIVE MY WELCOME PACK.”
“I’M DELIGHTED
TO TALK TO MY NEW
MANAGER & MEET MY ON
BOARDING BUDDY.”
“AWESOME FEELING TO START MY NEW
JOB AT COCA-COLA”
“‘I FEEL REALLY AT HOME AS
EVERYTHING HAS BEEN TAKEN
CARE OF”
“I’M FEELING CONFIDENT AND AT
HOME IN MY NEW ROLE”
“HAPPY FEELING ABOUT ONGOING
CAREER PLANNING WITH MANAGER
AND BUDDY”
“I LIKE THE PROMPT AND
PESONAL CONTACT, IT
MOTIVATED ME A LOT!”
“I HAPPILY ACCEPTED
THIS FANTASTIC OFFER.”
BACKOFFICENARRATIVE
I think it’s time for a new
challenge, in a place where I
can contribute & be creative.
There’s no growth potential
here, it’s time to go online and
see what’s out there.
Mia gets an email from the T.A.P. to say she has
been selected for interview and has scheduled
a time. Mia is delighted when she receives more
information about the role, the type of interview
& a link to the KO website to help her prepare.
Mia receives an email from the T.A.P.
to say the interview went well and they
would like to schedule another.
Mia has now settled into her new job. Her
Manager helps her create her career plan
& explains how she can help her to achieve
her goals by providing the right training
opportunities. She is very happy in her new role
and sees there is room for her career to advance.
Mia gets an email from the
T.A..P. to tell her she has been
successful & KO would like to
offer her the job.
T.A.P. tells her she will send her
the offer letter.
Mia receives the offer letter &
discusses some final negotiations.
She is excited to be starting with
KO & returns the signed offer
letter.
Mia has started her new job and is settling in. She
continues to have meetings with her On Boarding
Buddy & Manager to discuss her progress. Her
Manager begins her career planning discussions.
Mia is thrilled when she
receives a welcome pack
from KO in the post. Along
with some KO goodies she
also receives details about
the Co. & an org chart to
help her see where her role
fits in the Co.
Her Buddy shows her around
the office and sets her up at her
desk. Her Buddy explains the on
boarding plan & how it works.
Mia is glad she has someone to
help her.
Mia gets a welcome call from her Manager to
chat about the new role & tells her she will be
supported by a Buddy while on boarding.
Mia is really excited to start her new job, where is
meets the team & her on boarding Buddy.
Mia tells her friend that she saw
this cool job on KO website and
she tells her how easy it was for
her to apply for the job on the
KO website using her Linked In
profile.
Mia looks for further information about
the role on the KO website and she
finds the video testimonial about the
role provides her with a real sense of
what the new role entails.
T.A.P. T.A.P. Buddy
Buddy
The Talent receives the
application and make it
available for the Talent
Acquisition Partners
The recruitment staff keeps
the communication with
Candidate active and useful
T.A.P. recives the
information about
candidate and
gets ready for
Candidate first
Interview
T.A.P. stays in contact with the
Candidate for feedback and to
schedule further interviews if
required.
planning
T.A.P. prepares the
draft offer package T.A.P. sends the
official offer letter
T.A.P. contacts
S.P.C. to activate
On-Boarding
process
S.P.C. receives
notification about the
successful Candidate
and sends out Welcome
Pack
S.P.C. involves Manager & On
Boarding Buddy in On Boarding
Plan
The On Boarding Process has
been activated and all the
stakeholders can track its progress
using the Case Management Tool
All stakeholders synchronize on
the On Boarding Plan
The P3 Program is discussed and
activated
The Manager develops a Career
plan with the Associate & ensures
a plan for growth
Offer Manager
Manager
Starting job:
Candidate is now
Associate.
Associate meets new
team.
Team
Associate receives the
On Boarding Plan.
Updating onboarding
plan (30 days).
Performance/career planning.
All stakeholders
meet to discuss
the Plan.
Updating
onboarding plan
(90 days).
P3
Program
Buddy P3
Program
C.M.T. C.M.T.Manager Managerphone T.A.P. S.P.C. S.P.C. S.P.C. S.P.C.
S.P.C.
T.A.P. Welcome
Package
email email emailKO website KO website KO website KO website KO website KO website KO website C.M.T.
C.M.T.
CUSTOMER JOURNEY MAPPING

59. CUSTOMER JOURNEY MAPPING

65. Personas Prototyping
Stakeholder Mapping Facilitation