Customer Journey Mapping Workshop Guide for Understanding Customer Experiences
This guide outlines a structured approach for conducting a Customer Journey Mapping workshop to understand how customers interact with products or services. It provides detailed steps, tools, key stakeholders, and goals for mapping the customer journey effectively. The workshop aims to gain insights from the customer's perspective and improve the overall customer experience.
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LS3.2.2 CUSTOMER JOURNEY MAP DESIGNED FOR: CORE 3.0 DESIGNED BY: Gar Mac Cr osta DATE: 2018 VERSION: CORE 3.0 GOAL: What do we want to get out of it? Customer Journey Maps allow us to understand how a customer experiences a product of service we offer. Long journeys will be broken into phases and stages. The goal is to understand from a customers perspective SITUATION: What situation are we facing? IASA Core Architect Customer Development DURATION: 30 Mins # PEOPLE: 1-25 STEPS: Setup Using the customer empathy map you created in the previous workshop Map the Customer Journey Choose a starting point, make sure this is selected from the customer perspective Start with Persona (Empathy Map Customer), Scenario, Goals & Expectations Next describe the Stage of the Journey (is it the beginning, middle, end, search, buy, use, replace) Next describe what the customer is doing, where they are and what they are using or interacting with or via? o Positive experience above the line, Negative experience below the line Next describe what (you think) they are thinking as they go through the journey o Positive experience above the line, Negative experience below the line Next describe what (you think) they are feeling as they go through the journey o Positive experience above the line, Negative experience below the line TOOL(S): What tools will we use? Journey Stage Map Customer Empathy Map Visual Alphabet Reminder Card Small Post-its Sharpies KEY STAKEHOLDERS(S): Who needs to be there? Who cares about the result? ALL KEY CONCERN(S): What are the stakeholders key concerns? Customers Experience of our Product/Service - full/stage/phase Last updated on 21 April 2018 Download a copy of this canvas at http://www.iasaglobal.org/tools/workshopdesigncard Workshop Design Card Version: 0.1 Designed By: Gar Mac Cr osta Agent for IASA Global This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License. http://creativecommons.org/licenses/by-sa/4.0
EXPERIMENT CARD DESIGNED FOR: DESIGNED BY: DATE: VERSION: PROBLEM/OBSERVATION: We don t fully understand our customer and how they engage with us. SELECTED OPTION: Use personas and customer journey canvas to describe the customer. POSSIBLE EXPERIMENT: Will using customer journeys impact our understanding of our customer? WHO: ACTIONS: Setup Print the customer journey on one large A2 canvas Print the persona cards for all participants on A3 or A4 for all participants Bring sticky notes and markers Map the Customer Journey Decide a persona to work with (if possible use personas from the business model canvas) Each person create a persona card for a selected persona Discuss the differences between the personas you created Choose the stages for the journey Add sticky notes until you have a description of the journey Optionally add detail using the journey stage card to each stage in the journey DURATION/ITERATION: # 45/Min REVIEW_____________________________ We will identify clear opportunities in our customer exp. HYPOTHESIS: QUANTITATIVE EXPECTATION: QUALITATIVE EXPECTATION: We will feel like we have a better understanding of our customer and the process will be rewarding. We will find at least three ASRs and three areas for customer experience improvement. Last updated on 21 April 2018 Download a copy of this canvas at https://iasaglobal.org/wp-content/uploads/2018/10/EXPERIMENT-CARD.pptx Experiment Card Version: 0.1 Designed By: Gar Mac Cr osta Agent for IASA Global Inspired By: @agilesensei www.POPCORNFLOW.com This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License. http://creativecommons.org/licenses/by-sa/4.0
PERSONA CARD DESIGNED FOR: DESIGNED BY: DATE: VERSION: SCENARIO: What is the customer trying to do? PERSONA: Who is the protagonist in this journey EXPECTATIONS What does the customer expect? What does the customer fear? PERSONAL DETAILS EMPATHY MAP What is the customer experiencing? JOB TO BE DONE What does the person/system need to accomplish? AGE: INCOME: not in budget NPS: SEX: SEEING What do they see in the marketplace, their environment? What do they read?, PERSONAL STORY Who is this person? Describe them in a day in the life or as an introduction. SAYING What have we heard them say? DOING What do they do today? HEARING What opportunities exist to improve this customers experience? What hotspots cause the most pain? Where are customer getting frustrated or slowed down? time Last updated on 21 April 2018 Download a copy of this canvas at https://iasaglobal.org/wp-content/uploads/2018/10/CUSTOMER-PERSONA-CARD.pptx Journey Stage Map Version: 0.1 Designed By: Paul Preiss for IASA Global This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License. http://creativecommons.org/licenses/by-sa/4.0
CUSTOMER JOURNEY MAP DESIGNED BY: DATE: VERSION: ___________ STAGE ___________ STAGE ___________ STAGE ___________ STAGE ___________ STAGE DOCU- MENTING SWEET SPOT DOING VALUE-ADD ADMIN NOT SURE MEET NECESSARY NON VALUE THINK NON VALUE-ADD IDEATE EXPLODING THINKING CONNECT ANALYSE GATHER INFO FEELING FUTURECAST MEASURE CRISIS OPPORTUNITIES ROADMAP CREATE, INVESTIGATE & PROTOTYPE Last updated on 21 April 2018 Download a copy of this canvas at https://iasaglobal.org/wp-content/uploads/2018/10/CUSTOMER-JOURNEY-MAP.pptx Architect Engagement & Integration Map Version: 0.1 Designed By: Paul Preiss for IASA Global This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License. http://creativecommons.org/licenses/by-sa/4.0
JOURNEY STAGE MAP DESIGNED FOR: DESIGNED BY: DATE: VERSION: STAGE NAME: STAGE #: SCENARIO: What is the customer trying to do? PERSONA: Who is the protagonist in this journey GOALS & EXPECTATIONS What is the customer trying to achieve? What does the customer expect? What does the customer fear? STAGE What stage of the journey is this customer at? DOING What is the customer doing? How are they interacting? Where are they physically interactions/touchpoints how are customers interacting? what touchpoints are they using? (web, phone, person, office, bot) where is the customer? what are they doing? NEXT STAGE thinking how much? how soon? who? where? why do i need do this? where do i find? are they good? should i trust? am i being screwed? feeling apprehensive, angry, delighted, resigned, worried, confused, rejected, unsure, annoyed, clueless, sceptical, surprised, bored, disappointed, relieved, optimistic, hopeful, impatient, sad, grumpy, ecstatic, happy, opportunities What opportunities exist to improve this customers experience? What hotspots cause the most pain? Where are customer getting frustrated or slowed down? time Last updated on 21 April 2018 Download a copy of this canvas at https://iasaglobal.org/wp-content/uploads/2018/10/JOURNEY-STAGE-MAP.pptx Journey Stage Map Version: 0.1 Designed By: Gar Mac Cr osta Agent for IASA Global This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License. http://creativecommons.org/licenses/by-sa/4.0
