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Customer Journey
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2 hours
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The Customer Journey tool helps you understand your customers’ experience of interacting with your business and specific product or service. You probably interact more with your customers than you realise. Understanding their experiences during these contact moments can help you improve your products or services. It is vital to know when customers are happy, and when they are not. A clear overview of your customers’ journey can go a long way to increasing customer satisfaction.
Use the Customer Journey template to brainstorm the journey that your customers go on when interacting with your business. For inspiration, have a look at the IKEA case study which provides an example of the practical application of the tool.
How to use
The goal of the customer journey is to identify every possible contact moment from the customer’s point of view. This information will help you improve their experience of your business when purchasing or using a product or service.

Select product and customers

If you have a broad range of products or services, it is easier to focus on them individually. Select one for which you want to define the customer journey and describe it in the space provided on the template. Next, choose the specific customer group whose journey you want to map. Be as specific as possible – this will help you empathise with that group and more accurately imagine their thoughts and emotional state.

Contact moments

Think of which contact moments exist between your customer and your business. Try to account for every stage of contact since there may be several, such as:

  • Orientation: when the customer becomes aware of the existence of your product.

  • Comparison: when the customer researches whether or not to buy your product.

  • Purchase: when the customer buys your product.

  • Usage: when the customer uses your product.

  • After sales: when the customer has complaints or questions after buying the product.

To help you identify all of the contact moments, consider the possible channels the customer might use to interact with your business, including:

  • Face-to-face: Does the customer visit the physical store, or meets an employee of your business?

  • Phone: Does the customer call your business or does your business call the customer?

  • Website: Does the customer visit your website?

  • Email: Does the customer receives e-mails from or writes e-mails to your business?

  • Newsletter: Does the customer read your newsletter?

  • Social Media: Does the customer uses social media to interact with your business?

  • Television: Does the customer see your business on television?

  • Radio: Does the customer hear about your business on the radio?

  • News Paper: Does the customer read about your business in a paper?


Answering these questions for each stage, helps to see when and where contact moments exist. Answer these questions for each stage of contact and write down all the contact moments on the template from first to last in chronological order

Customer experience

For each contact moment, place yourself in your customer’s point of view or ask customers about their experiences. What is he or she thinking during the contact moment? Write down the positive or negative thoughts the customer has during the contact moment.

For each contact moment, either ask actual customers about their experiences or place yourself in their shoes and try to imagine. What are or might they be thinking during the contact moments? Are these thoughts positive or negative? Based on these thoughts, try to extrapolate the customers’ emotional state during the various contact moments, e.g. happy, satisfied, annoyed, disappointed, angry or a combination of these.

Improve the customer journey

It may not be possible to improve every aspect of a dissatisfied customer’s experience – nobody enjoys parting with their money at the very least! However, you can now consider what you could change to make the experience of interacting with your business more enjoyable at each contact moment. Start by exploring the reasons for the customer’s emotional state at each point. Is the customer dissatisfied with an employee’s level of expertise, the level of service provided, or the quality of the product itself? Then consider how you could improve each aspect.
Downloads and Examples may currently only be available in English.