![]() That could be a short interval, for example a day in the life of the customer, or a longer duration. ![]() While you are defining moments for the customer, try to place them in an order. What end is that? How do they experience the problem you are trying to solve? And do they really experience it? What do they currently do to deal with that problem? His or her goal in life is not to buy your product or use your service, that is (usually) a means to an end. With the team, come up with moments in the journey of your customer. What are the questions customers have at each point? What is the timespan? What is the step-by-step experience for the customer? How much time has passed in the journey? Don’t overcomplicate: test with customers to see what to adapt.Ĭustomer Needs What is the job the customer wants to get done in each of the stages? For example, if your customer seeks to identify the company they want to work with, we need to understand the various touch points. Timeline and Stages Define at least 5 moments in the journey. Mood What is the customer’s mood at that very moment? Are they happy, frustrated, angry? What in the moment makes it so? Touch Points What are the different moments of interaction with the customer (e.g., in a shop, online, via webinar, by phone, mail, or in contracts)? Some moments may be important to the customer, but are currently not touch points: map these moments as well! The customer is the primary focus. Be specific (e.g., name, age, occupation, skills, interests). Persona Start with defining the Customer Personas that you are creating the journey for. The underlying goal: to solve our customers’ problems and make them happy. Everyone on the team, and in your company, must understand what your customers experience, how they feel, what they struggle with, and how you can improve the experience. The customer journey is relevant for everyone. ![]() This will enable you to make informed decisions based on reality. Once you have co-created and assembled the customer journey maps, you can add real customer data gathered through customer safaris, interviews, and feedback. One outcome of using this tool with your team will be the so-called low hanging fruit that you can deliver on immediately. Through the mapping exercise you can identify where customers get stuck, where they have great experiences, and why. The customer journey canvas helps make things real. This tool simply helps you understand and explore from the customer’s point of view. Mapping the customer journey is based on the knowledge and insights of your team. Of course, no customer journey is totally complete or made without assumptions. This tool helps in looking at your products and services through the lens of the customers. It is your job, as a designer, to understand the moments when customers engage so that you can design better experiences for them in the future. They interact with some touchpoints and miss out others. A customer can jump from one phase to another depending on many factors. What are the circumstances? How do customers feel throughout? What are the moments when the experience can best be improved?Ĭustomer journeys are not linear. This is especially true when co-creating the journey together with your customers or when validating your assumptions with them. Mapping this journey will provide you with insights into how customers experience a product or service, as well as how they might be better served or even delighted.
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