The Behavioral Economics in Marketing’s Podcast How to Build a Customer Journey Map
Dec 2, 2021
A practical walkthrough of building a customer journey map with a simple step-by-step framework. Topics include setting clear goals, conducting robust research, and defining personas. The conversation covers mapping touchpoints, choosing map types like current state or service blueprint, and testing maps while accounting for resources and measurement.
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Customer Journey As Full Experience
- A customer journey is the full sequence of experiences a person has with your company, product, or service from their perspective.
- Mapping this sequence reveals needs, wishes, concerns, and expectations at each stage to inform better experiences.
Manage Around Customer Objectives
- Journey management aligns the business around each customer's current objective rather than around marketing goals.
- Effective journey work must be dynamic, measurable, and actionable, not a one-off map.
Pick The Right Map Type
- Choose the type of map that fits your goal: current state, day-in-the-life, future state, or service blueprint.
- Use service blueprints alongside other maps to clarify systems needed to deliver the intended experience.