The Usability Blog
A Practical Guide to User Experience Insights

Perspectives on Customer Journey Mapping: Part 1

Would your enterprise benefit from developing omni-brand as well as omni-channel journey maps?

This is a two-part blog that looks at how customer journeys evolve and how brand perspectives must adapt if they are to extract all the potential value from any journey mapping exercise.

Every journey should be specific to a persona.  In this case, it is that of an existing customer whose phone contract has expired and has become eligible for an upgrade.

The case study starts with a straightforward omni-channel journey map, but eventually morphs into a omni-brand roller-coaster ride.  The journey mapping techniques follow certain basic principles, but reinforce the need to define and confine journey scope and to maintain a single, disciplined viewpoint.  In this case, the viewpoint is that of the smartphone consumer.

Journey maps developed at this level do not try to identify causality.  That is for internal brand teams to investigate and resolve.  The current exercise is descriptive, not analytical. The description includes sarcasm and irony, as well as frustration and moments of surprise or delight, since these are authentic aspects of the experience and important emotions for the brand  team to hear, see, and feel.  The customer experience unfolds as a series of “effects,” some of which indicate a well-oiled purchase process.  Others reveal serious underlying problems, which the customer might experience as wasted time, unclear messaging, contradictory instructions, or incomprehensible policies.

The initial omni-channel journey is depicted as a long-form graphic.  The later omni-brand journey is shown as a high-level graphic, but requires deeper textual support, since the points of emphasis differ from that of the omni-channel journey.  Any map’s depiction, however, should be dictated by the purpose behind the mapping exercise, as well as the scope and nature of the journey itself.  Form follows function.  In other words, answer these questions before you embark:

1. Whose journey do we want to map?

2. From which viewpoint do we want to map it?

3. Where do we want it to start and expect it to end?

4. Who will be using the map and for what purposes will they use it?

Part1: The Omni-channel Customer Journey

journey map imbed (1)

Roger Beynon, CSO, Usability Sciences


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