Customer Journey Mapping

Land maps exist to record the actual terrain… not an idealized view of the terrain, the REAL terrain that you will have to traverse- like it or not.

With this real-world understanding of the terrain you can plot the most effective path through it. [Of course, if you fail to identify a cliff or a river on the map, the path you plot may lead to tragedy.]

Customer Journey Maps do the same thing- for the path your customers take.

There are three situations where you need a Customer Journey Map:

Maximizing Existing Product Performance

  • Here you have a product that is already in the market. 
  • A Customer Journey Map can define all the interaction and communication touch-points you have with customers to understand the tripping points and where you can improve. 

Planning a New Product

  • Here, you want to understand the ins & outs of the customer's world, so the product you design and sell can best meet their needs in the ways they need it to.
  • This type of Journey Map plots the workflow and experiences of potential customers, to clarify what problems need solving, and what's in their neighborhood. 

Launching a Product

  • Here, you already have a product that you believe solves customer problems and you are getting ready to launch it.
  • This kind of Journey Map can help you to define the key communication/interaction touch-points so you can plan how you'll influence prospects toward a purchase

Creating a Journey Map is much easier if you start with a proven, core template then modify it as needed to suit your purpose. This template provides the structure to capture all three categories of information needed:  

     Context  -  Goal  -  Influence

Request the Information Product B2B Journey Map template:

A great way to get a jumpstart on Journey Mapping is by conducting a Workshop. [more info]