It can be engagement with another person, a machine, or a digital interface. Now it’s time to map out the customer's journey. You do so by adding touchpoints to your journey mapĪ touchpoint is any experience the main actor or persona has throughout the process. – Marc Stickdorn, Co-Founder & CEO of Smaply It’s also interesting to see how two personas interact with each other. You can use this to compare different experiences, to understand pain points of different customer groups, of different segments. For example, you can compare the experiences of different customer groups or map out employee experience while at the same time mapping the customer’s experience. Sometimes it makes sense to combine various perspectives into one map – this is where multi-persona maps come into the game. For example, usually elderly people experience digital services much different from young folks. Marc Stickdorn recommends to pick a persona as the main actor of a journey map, such as a group of customers or employees.īecause different sets of skills and expectations will have high impact on the actual experience. Using personas provides a deeper understanding of your customers and helps create a realistic journey map. Personas are fictional characters that represent groups of people with similar behavioral patterns, needs, interests, and goals. Just ask yourself: What happens in step X? How does the persona actually get there? – Marc Stickdorn, Co-Founder & CEO of SmaplyĪfter that, it’s easier to zoom in on single steps of a journey. If you’re unsure how detailed a journey map should be and how many steps it should include, start with a high-level journey map to get an overview of the entire journey. In other words, the first step to making an effective customer journey map is to decide how far you want to zoom in or out of the experience you are illustrating. If your goal is to work on a specific idea or a challenge, concentrate on customer needs and how your idea connects with them. If you want to focus on one step of a higher-level journey, build a more detailed journey map. You can use them to plan your research, manage multiple projects and teams, or to align different detailed journeys. When you’re creating a customer journey map, the first and most important step is to define its scale and scope based on your journey challenge.įor example, high-level journey maps provide an overview of an end-to-end experience. Step 1: Define the scope of your journey map
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