What is a Customer Journey Map

In its most basic form a Customer Journey Map is a visual representation of the steps your customers goes though in your service and the emotions they feel during that journey.

You might know a #CustomerJourneyMap by different names as #UserJourney, Employee Journey, Patient Journey or even a #ServiceBlueprint but whatever name you use the fundamental concept is always the same.

In this video I explain what a Customer Journey Map is and how it's structured. We also talk about the 4 information layers that you'll find in most maps. The Customer Experience layer, the frontstage, the backstage and the layer with supporting systems and processes.

We also dive into the world of theatre as that's a great metaphor to show what Customer Journey Maps are and how they work.

By the end of the video you should have a better understanding what a Customer Journey Map and be able to explain it to people around you as well!

Also want create better Customer Journey Maps in less time?

Check out this free masterclass:

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[sarahhoffman]

So helpful! Journey Mapping can be confusing because there are so many options. I love the way you spell things out here; very clear and to the point. THANK YOU!

[mty]

0:15 Start
0:54 Introduction
1:38 Definition Customer Journey Map
2:47 Elements of customer journey map
3:00 General overview
3:42 (1) Customer experience - the chronology, the stages
6:26 (2) Front-stage - How is the customers interacting with front-stage (your service); channel, web, mobil apps. How are the consuming the service.
8:18 Summary (1) and (2)
8:56 Describe 2 bottom layers
9:24 (3) Backstage - employees activities
10:13 (4) System and process
11:23 Example

[chieduagain]

Nice thumbnail but it does not feature ie the diagram

[shashwatkant]

should have included the visual of example journey map being explained, would have made the video much clearer

[gillianthompson]

Perfect explanation of CX and a super easy way to explain to staff... especially the sceptics. Thank you

[garangdchutdeng]

Fantastic explanation, clear and succinct with everyday life examples, Theatre and Flying. I tried to wrap my head around this but always found it confusing until now. You could literally make rocket science sounds like everyday science. Cheers mate.

[arshaady]

I love the analogy of the theatre. Great observation. Take care!

[zaphenath]

Thank you for explaining everything. I have to create a Ridership Journey map for my leadership project and your explanation was right on.

[run_frictionless]

Great video Marc. I like the emotional part of the experience you talk about. Ties nicely to 'wow moments' we have with a customer. Like you, I design customer experiences. I found a consideration when designing a customer journey, is understanding customer expiry.


Customer expiry works like this. Each time we enter into a buying decision, we consciously or unconsciously decide how much time we will spend before we make a buy decision.


Customer expiry varies. I've seen some customer profiles make buying decisions in 11 minutes and others can take several months.


If a customer's buying experience expires in 3 days, then the customer journey must be achieved in three days.


How many times have we as customers been contacted by organizations to conduct a demonstration of the product after we made a buying decision? It's too late - we already bought.


The timing of when each interaction is delivered is an essential layer.

[bjewel]

Thank you so much! Can't believe we get this info for free. Subscribed :)

[annaklaus]

Thank you very much, that was a great reminder about the most important principles, and I will definitely use the "theatre" comparison to engage our "backstage" colleagues in customer service.

[gulzila]

Seems to me that what you've described is a Service Blueprint? Are these interchangeable or is there a difference? Thanks

[josh_ux]

The theatre analogy was awesome, but wish you had brought it up earlier in the video and then talked about the granular points of customer journey as well as included supporting visuals. Overall a decent video though. Thanks for explaining! :)

[ericamburroughs]

THANK YOU! I will try to do some now. Thank you for the examples.

[pratikshyasinghthakurithap]

very informative.thank u for all these.

[thelastjess]

Could you go more in-depth about what touch points are?

[TheMagicSauce]

HOLY MACARONI, 25K VIEWS! WELL DONE, MARC.

[stigenulf]

Nice video! I also downloaded the "Masterclass" video. But I did not figure out how you actually do the mapping? Observations? Focus groups? Asking the customer? And are you making different maps for each personas or target groups?

[stephdesan]

Hello! I'm starting my studies in UX and I have read about journey maps and seen some videos but I'm still not clear about where does a UX designer would use this? What is it applied to? It's supposed to be applied to the website or app is being designed? or to my customer's product? and how would it benefit my design? and in what moment is it supposed to be used?. You would really help me if you clear my doubt. Thank you very much!

[franksolleveld]

This is way clearer than the lecture I got at uni. Thanks! (En ik denk groetjes?)