Customer journey mapping

Prep time:

Variable

Run time:

Variable

People:

2+ (incl. 1 facilitator)

Contributed by:

Digital Service Design Office, Queensland Department of Transport and Main Roads

Stages:

DiscoveryAlphaBeta

A customer journey map is a tool used to understand your customer's experience as they interact with a product or service. It focuses on the customer's perspective and helps you identify pain points in their journey. A customer journey map primarily aims to gain a deeper understanding of their experience, including feelings, while using a product or service.

By creating a visual representation of the customer's experience, journey maps help organisations understand the steps customers take when interacting with their products or services. By considering different types of customers and their needs, journey maps provide a comprehensive understanding of the customer experience. They identify touchpoints, pain points, and needs at each stage of the journey, allowing organisations to identify opportunities for improvement. Journey maps also help map out micro-journeys within each stage, giving a more detailed understanding of the customer experience.

You can use customer journey mapping to:

• Visualise insights around customer needs and expectations
• Identify and address pain points in the customer journey
• Improve customer satisfaction and loyalty
• Increase efficiency and effectiveness in service delivery
• Foster collaboration and communication across teams and departments
• Identify opportunities for innovation and service improvements

Play benefits:

• Enhanced understanding of the customer experience and customer needs
• Increased efficiency and effectiveness in delivering customer service
• Improved communication and collaboration across teams and departments
• Identification of opportunities for innovation

View larger image

Customer Journey Mapping Miro Board