Source: Similar exercise introduced at General Assembly “Branding in the Digital Age” with Rachel Gadiel
Customer journey maps help organizations understand how customer’s make decisions. The journey maps provide a mechanism to evaluate all touch points with the customer (face-to-face, email, digital engagement, phone, text, etc.), and identify weak points or areas of opportunity. Customer Decision Process summary slide.
For this task you will work in teams to journey map your decision to attend WSU. Each team has been given a large sheet of butcher paper to recreate the graphic below. You have also been given markers and post-it notes.
Things to include on the map:
- Triggers: Events that happen that impact your customer (e.g. need new furniture, favorite product broken and needs to be replaced)
- Touchpoints: Interactions between the organization and the customer (e.g. visiting your site, making a purchase on your site, liking a post, perusal of customer reviews)
- Actions: What your customer does along the way (e.g. organic search, visits store, submits a customer review)
- Internal Dialogue: What the customer thinks and feels throughout (e.g. worries, excitement, impatient, anxiety)
- Highs & Lows: Use of emoji’s and pictures to indicate the good stuff, challenging moments, or negative experiences
This is a guided activity – wait for prompts from the instructor!
Example: Uber First Ride Experience
Infographic: Customer Journey Layers
Graphic Source: Bright Vessel
Example: Customer Decision Process