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Flow, process and networks

Customer journey map

Describes customer actions, touchpoints and experience across a journey.

  • Diagram
  • Journey understanding
  • Experience analysis

What it answers

How does the customer experience the journey?

Shape
Stages with action and experience rows
What it shows
Pain points, needs and opportunities.

Example

The question

Where do customers struggle when they buy from us online?

Customer journey for an online purchase, actions and feelings by stage

Customer journey for an online purchase, actions and feelings by stageFive stages with the customer action and a feeling score out of 5: Discover: sees an ad, 4 of 5; Compare: reads reviews, 3 of 5; Buy: checks out, 1 of 5; Receive: gets parcel, 4 of 5; Use: sets it up, 2 of 5. The low point is checkout, where shipping costs appear late.StageActionFeelingDiscoverSees an adCompareReads reviewsBuyChecks outReceiveGets parcelUseSets it up4/53/51/54/52/5Shipping costs shown late
Customer journey for an online purchase, actions and feelings by stageFive stages with the customer action and a feeling score out of 5: Discover: sees an ad, 4 of 5; Compare: reads reviews, 3 of 5; Buy: checks out, 1 of 5; Receive: gets parcel, 4 of 5; Use: sets it up, 2 of 5. The low point is checkout.DiscoverSees an adCompareReads reviewsBuyChecks outReceiveGets parcelUseSets it up
Five stages with the customer action and a feeling score out of 5: Discover: sees an ad, 4 of 5; Compare: reads reviews, 3 of 5; Buy: checks out, 1 of 5; Receive: gets parcel, 4 of 5; Use: sets it up, 2 of 5. The low point is checkout, where shipping costs appear late.

Illustrative data. It belongs to no company.

When to use it

Use it when

Experience research and improvement planning.

Avoid it when

Unsupported personas or qualitative assumptions presented as measured facts.

How to read it

Read stage order and associated actions, touchpoints and evidence.

Note

Identify evidence and inferred content.

The data you need

Layout
Structured qualitative table
Fields
JourneyID: text; StageOrder: integer; Stage,Action,Touchpoint: text
One row is
One action or touchpoint within an ordered customer stage. What is the grain?
Rules
Keep stage order, persona and scenario explicit. Distinguish evidence from inference.
Optional
Emotion,PainPoint,Opportunity,EvidenceSource.
Preparation
Validate the input grain and missing values. Keep stage order, persona and scenario explicit. Distinguish evidence from inference.
Units
Relationships and positions have no numeric unit by default. Label any counts, durations, probabilities or weights separately.
Example of the input layout: Structured qualitative tableA long table: one row per observation, few columns. New data adds rows.JourneyIDStageOrderStageActionAABBC
A long table: one row per observation, few columns. New data adds rows.

Worked example

StagesDiscover at Website, Buy at Checkout. Evidence saysCheckout isconfusing. Mark that painpoint at Buy; do not invent its frequency.

JourneyIDStageOrderStageActionTouchpoint
J11DiscoverSearch optionsWebsite
J12BuyPlace orderCheckout
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