Presentation on how and why to map customer journeys to improve your customer experience.

1. Mapping the Customer Journey
By Jennifer Ursich
Senior User Experience Researcher
jenniferwilmer@gmail.com

2.  13 years experience as a UX Researcher at AT&T, Amazon,
Microsoft, with prior user research on automated phone
systems and speech recognition.
 B2B and consumer, mobile and web experiences since 2006.
 Passionate about actionable results for the customer and the
business.
 Free time….
About Me

3.  Why create Journey Maps?
 What is a Journey Map?
 Journey Mapping Process
Agenda

4. Why?

7.  SaaS
 Ensuring customer value = Renewal = $$$$
 Customer Experience
 Day One…Day 31…Day 124…Day 350…Year 2…Year 3?
 Onstage v. Backstage?
 Not really sure?
 Can’t gain consensus?
Why?

8. Customer Delight, Loyalty, and Stickiness
Ultimate Goal

9. Customer in Context

10. Customer Journey Mapping

11.  Documents that map the customers’ experience related to your
product including
 All Touch points…Onstage…as well as Backstage
 Need arises
 Awareness
 Onboarding
 Use
 Quit or renew
 Painpoints
 Emotions
 Behaviors
What is it?

12. *Tony Costa, “Journey Mapping Best Practices,” Forrester, May 21, 2014, 4.

13.  What customers say they do is often different from what they do
 Shed new or different light
 Take a step back and see complete big picture
 Identify new opportunities for improvement
 Encourage a different way for looking at the software design
 Show gaps between product and other “channels”
 Uncover unknown barriers to adoption
 Create a common reference point for everyone
 Increase customer value = renewals = $$$$
Value

14. How

15.  Planning – 2 weeks
 Recruiting – 2 weeks
 Site Visits – 4 to 8 weeks
 Analysis and Journey Mapping– 4 weeks
Process

16.  Brainstorming and planning session(s) with:
 Product Management
 Design
 Engineering
 Sales
 Customer Support
 All included throughout entire process
Planning

17. Recruiting
*Sales assist and have a say in who is recruited
 CROSS SECTION OF USERS

18.  Field Research ensures customers are well represented
 NDA’s and Informed Consent signed in advance
 2 to 3 hours per visit – max
 Researcher and note taker/observer
 Max of 2 to 3 people from team
 In background as much as possible
 Researcher ensures key questions answered
 Researcher does her best to remain unbiased
 Record sessions via video recording, audio recording, and/or photos
Site Visits

19.  What is their work environment like?
 Goals? Aspirations? Challenges?
 Actions? Behaviors?
 PRODUCT being used and how?
 Other Tools? Apps?
 What is working well? What isn’t?
High Level Questions

20.  Research conducts analysis
 Creates new or refreshes existing personas
 Share results
 Outcomes
 Touchpoints
 Delights
 Painpoints
Analysis

21.  Each persona – 1 map per persona
 Stakeholders must be involved
Journey Mapping Workshops

22.  Utilize Journey Maps
 Display in open areas
 Hold product “hackathons” that target a specific journey map
 Incentivize employees to act
 Embed maps in decision making processes
 Measure success and KPI’s as iterative improvements made
 Establish new KPI’s in addition to Sales such as CSAT
 Establish a group of employees to ensure changes happen
Continuous Improvement

23. Q & A

24. Thank you
Jennifer Ursich
Senior User Experience Researcher
jenniferursich@gmail.com

25. Tony Costa, John Dalton, Cory Stearns, “Brief: How Journey Maps Unify Customer Experience and Business
Technology Efforts,” Forrester, September 9, 2014.
Tony Costa, “Journey Mapping Best Practices,” Forrester, May 21, 2014, 4.
Paul Hagen, “How B2B Firms Improve Customer and Partner Experience,” Forrester, March 4, 2012.
Sam Ladner, Practical Ethnography: A Guide to Doing Ethnography in the Private Sector (Left Coast Press),
103-155.
Rick Parish, “How to Map Your Customer Experience Ecosystyem,” Forrester, January 5, 2015.
Ben Reason, Andy Polaine, Lavrans Lovlie, Service Design: From Insight to Implementation (New York:
Rosenfeld Media, 2003), 48-95.
http://www.uxmatters.com/mt/archives/2011/09/the-value-of-customer-journey-maps-a-ux-designers-
personal-journey.php
References