Customer Interactions Through Journey Mapping
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Customer Journey Map/ Persona Map / Empathy
Map
CHAIN REACTIONS, Bernhard Kölmel
PERSONA OR EMPATHY
MAP
CUSTOMER JOURNEY
MAP
A
CUSTOMER JOURNEY
MAP TRACES THE
INTERACTIONS FOR TYPICAL CUSTOMERS, THEIR DECISIONS, AND EMOTIONS THROUGHOUT
THE
PRODUCT ACQUISITION CYCLE. THE CUSTOMER JOURNEY
MAP IS
COMPLETED FOR
A
REPRESENTATIVE PERSONA
IN EACH
MARKET
SEGMENT. AFTER COMPLETING
THE
CUSTOMER INTERVIEW WORKSHEETS, YOU
WILL
SUMMARIZE CUSTOMERS
WITH
TWO
TO
FIVE
PERSONAS.
PERSONA OR EMPATHY
MAP
CUSTOMER JOURNEY
MAP
A
CUSTOMER JOURNEY
MAP TRACES THE
INTERACTIONS FOR TYPICAL CUSTOMERS, THEIR DECISIONS, AND EMOTIONS THROUGHOUT
THE
PRODUCT ACQUISITION CYCLE. THE CUSTOMER JOURNEY
MAP IS
COMPLETED FOR
A
REPRESENTATIVE PERSONA
IN EACH MARKET
SEGMENT. AFTER COMPLETING
THE
CUSTOMER INTERVIEW WORKSHEETS, YOU
WILL
SUMMARIZE CUSTOMERS
WITH
TWO
TO
FIVE
PERSONAS.
Example:
Sharon (persona)
is a
33-year
old
teacher.
Her
home coffee maker broke
on a
Monday
morning when
she needed
to
arrive
at work
early
for
a meeting with
school staff. During breaks
in
the
school day, Sharon checks features
and
prices
of
coffee makers
online, and
she
noticed an ad on
television
in the
break room for
a
coffee
maker.
After work, she
goes
to
the mall
to pick up her dry-cleaning, so she also
stops at
a
nearby department
store that
advertises small appliances
and
sells brands she
trusts.
With scheduled exams for her students
during
the
week, she decides to
purchase a
coffee maker immediately since
it
has comparable features
and prices
compared to
the
ones she
researched
online.
She
is
delighted to receive special
coupons via
email for disposable supplies, like filters and special
blend
coffees.
PERSONA OR EMPATHY
MAP
CUSTOMER EMPATHY
MAP
An
empathy
is a
collaborative
tool,
teams can
use
to
gain
a deeper
insight
into
their
customers.
Much
like
a user
persona
, an
empathy
map can
represent
a
group
of
users,
such as a
customer
segment.
Any
good product,
service
or design
is
only
good
if it
matches what
a
customer desires
in
the
product.
PERSONA OR EMPATHY
MAP
CUSTOMER EMPATHY
MAP
A
CUSTOMER EMPATHY
MAP
FOLLOWS
THE
THOUGHTS, FEELINGS, PAINS, AND GAINS OF
A
POTENTIAL CUSTOMER.
USE THE
CUSTOMER EMPATHY
MAP TO
SELECT FEATURES FOR PRODUCT AND SERVICE DEVELOPMENT SO THAT
THE
HIGHEST PRIORITY
NEEDS
OF
THE CLIENT
OR
CUSTOMER ARE
MET.
ADDITIONALLY,
THE
CUSTOMER
EMPATHY MAP
IDENTIFIES
THE
EMOTIONAL PULL OF
A
PRODUCT OR SERVICE
FOR
A
CUSTOMER AND HELPS
TO
BUILD
THE
CUSTOMER VALUE PROPOSITION FOR THE FINAL PRODUCT
OR
SERVICE.
PERSONA OR EMPATHY
MAP
CUSTOMER EMPATHY
MAP
A
customer empathy
map
follows
the
thoughts, feelings, pains, and gains of
a
potential customer.
Use the
customer empathy
map to
select features for product and service development so that
the
highest priority
needs
of
the client
or
customer are
met.
Additionally,
the
customer
empathy map
identifies
the
emotional pull of
a
product or service
for
a
customer and helps
to
build
the
customer value proposition for the final product
or
service.
Example:
Juan (persona)
is a
50-year
old
office manager. He needs
to
buy
a
new
vehicle
because
her car is
old
and
becoming
unreliable. Generally,
he
does not enjoy
the
car-buying experience, but he wants
to
get
the
best
vehicle for the money.
Juan really
likes
some
of the
features
of
his current car:
manual transmission,
quality
brand,
and reliable.
He’s also
excited
about some
of
the new
features
on
his wife’s new
car:
Bluetooth,
lane
departure warning,
and
more trunk space for his
golf
clubs. He
hears a
lot about
cars
from
the
guys
in the
office
and
he sees
a
lot
of ads on television
during football games.
With a
mixture of excitement
and
dread, Juan’s
thoughts
and
feelings about buying
a
new
vehicle are reflected in the
customer empathy
map.
PERSONA OR EMPATHY
MAP
QUADRANT
1:
THINK
&
FEEL
•
What
does the
person
think and
feel?
1.
What
really
counts?
2.
Major
Preoccupation?
3.
Worries
and
Aspiration?
PERSONA OR EMPATHY
MAP
QUADRANT
2:
HEAR
•
What
does the
person
hear
?
1.
What
friends
say
2.
What teachers
say
3.
What parents
say
4.
What
Influencers
say
PERSONA OR EMPATHY
MAP
QUADRANT
3:
SEE
•
What does the person
see
?
1.
Environment
2.
Friends
3.
What
the
market
offers
PERSONA OR EMPATHY
MAP
QUADRANT
4:
SAY
&
DO
•
What
does the
person
say
and
do
?
PERSONA OR EMPATHY
MAP
QUADRANT
5 & 6:
PAIN
AND
GAIN
•
What
is
the
person
´s
pain
and gain
?
1.
Attitude
in
Public
2.
Appearance
3.
Behavior
towards
others
PERSONA OR EMPATHY
MAP
This presentation gives an overiew on some methods to understand (future) customers better.
The Customer Journey is a tool to help you get insight into, track, and discuss how a customer experiences a problem you are trying to solve.
A Customer Empathy Map is a tool used when collecting data about customers to better understand your target customer base. They allow you to visualize customer needs, condense customer data into a clear, simple chart, and help you see what customers want — not what you think they want. By following this map, you can systematically find answers, without playing a guessing game.
Customer journey mapping and empathy mapping are essential tools for businesses to comprehend typical customer interactions, decisions, and emotions throughout the product acquisition cycle. By creating representative personas and empathy maps, teams can gain deeper insights into customer needs and preferences to develop products and services that align with customer desires and build strong value propositions.
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Presentation Transcript
Customer Journey Map/ Persona Map / EmpathyMap CHAIN REACTIONS, Bernhard K lmel
PERSONA OR EMPATHYMAP CUSTOMER JOURNEY MAP A CUSTOMER JOURNEY MAP TRACES THE INTERACTIONS FOR TYPICAL CUSTOMERS, THEIR DECISIONS, AND EMOTIONS THROUGHOUT THE PRODUCT ACQUISITION CYCLE. THE CUSTOMER JOURNEY MAP IS COMPLETED FOR A REPRESENTATIVE PERSONA IN EACH MARKET SEGMENT. AFTER COMPLETING THE CUSTOMER INTERVIEW WORKSHEETS, YOU WILL SUMMARIZE CUSTOMERS WITH TWO TO FIVE PERSONAS. 2 TAKING COOPERATION FORWARD
PERSONA OR EMPATHYMAP CUSTOMER JOURNEY MAP A CUSTOMER JOURNEY MAP TRACES THE INTERACTIONS FOR TYPICAL CUSTOMERS, THEIR DECISIONS, AND EMOTIONS THROUGHOUT THE PRODUCT ACQUISITION CYCLE. THE CUSTOMER JOURNEY MAP IS COMPLETED FOR A REPRESENTATIVE PERSONA IN EACH MARKET SEGMENT. AFTER COMPLETING THE CUSTOMER INTERVIEW WORKSHEETS, YOU WILL SUMMARIZE CUSTOMERS WITH TWO TO FIVE PERSONAS. Example: Sharon (persona) is a 33-year old teacher. Her home coffee maker broke on a Monday morning when she needed to arrive at work early for a meeting with school staff. During breaks in the school day, Sharon checks features and prices of coffee makers online, and she noticed an ad on television in the break room for a coffee maker. After work, she goes to the mall to pick up her dry-cleaning, so she also stops at a nearby department store that advertises small appliances and sells brands she trusts. With scheduled exams for her students during the week, she decides to purchase a coffee maker immediately since it has comparable features and prices compared to the ones she researched online. She is delighted to receive special coupons via email for disposable supplies, like filters and special blend coffees. 3 TAKING COOPERATION FORWARD
PERSONA OR EMPATHYMAP CUSTOMER EMPATHY MAP An empathy is a collaborative tool, teams can use to gain a deeper insight into their customers. Much like a user persona , an empathy map can represent a group of users, such as a customersegment. Any good product, service or designis only good if it matches what a customer desires in theproduct. 4 TAKING COOPERATION FORWARD
PERSONA OR EMPATHYMAP CUSTOMER EMPATHY MAP A CUSTOMER EMPATHY MAP FOLLOWS THE THOUGHTS, FEELINGS, PAINS, AND GAINS OF A POTENTIAL CUSTOMER. USE THE CUSTOMER EMPATHY MAP TO SELECT FEATURES FOR PRODUCT AND SERVICE DEVELOPMENT SO THAT THE HIGHEST PRIORITY NEEDS OF THE CLIENT OR CUSTOMER ARE MET. ADDITIONALLY, THE CUSTOMER EMPATHY MAP IDENTIFIES THE EMOTIONAL PULL OF A PRODUCT OR SERVICE FOR A CUSTOMER AND HELPS TO BUILD THE CUSTOMER VALUE PROPOSITION FOR THE FINAL PRODUCT OR SERVICE. 5 TAKING COOPERATION FORWARD
PERSONA OR EMPATHYMAP CUSTOMER EMPATHY MAP A customer empathy map follows the thoughts, feelings, pains, and gains of a potential customer. Use the customer empathy map to select features for product and service development so that the highest priority needs of the client or customer are met. Additionally, the customer empathy map identifies the emotional pull of a product or service for a customer and helps to build the customer value proposition for the final product or service. Example: Juan (persona) is a 50-year old office manager. He needs to buy a new vehicle because her car is old and becoming unreliable. Generally, he does not enjoy the car-buying experience, but he wants to get the best vehicle for the money. Juan really likes some of the features of his current car: manual transmission, quality brand, and reliable. He s also excited about some of the new features on his wife s new car: Bluetooth, lane departure warning, and more trunk space for his golf clubs. He hears a lot about cars from the guys in the office and he sees a lot of ads on television during football games. With a mixture of excitement and dread, Juan s thoughts and feelings about buying a new vehicle are reflected in the customer empathymap. 6 TAKING COOPERATION FORWARD
PERSONA OR EMPATHYMAP QUADRANT 1: THINK & FEEL What does the person think and feel? 1. What really counts? 2. Major Preoccupation? 3. Worries and Aspiration? 7 TAKING COOPERATION FORWARD
PERSONA OR EMPATHYMAP QUADRANT 2: HEAR What does the person hear? 1. What friends say 2. What teachers say 3. What parents say 4. What Influencers say 8 TAKING COOPERATION FORWARD
PERSONA OR EMPATHYMAP QUADRANT 3: SEE What does the person see? 1. Environment 2. Friends 3. What the market offers 9 TAKING COOPERATION FORWARD
PERSONA OR EMPATHYMAP QUADRANT 4: SAY & DO What does the person say and do? PAIN GAIN 1.Fear 2.Frustrations 1.Wants and Needs 2.Measuresof Success 3.Obstacles 3.Obstacles 10 TAKING COOPERATION FORWARD
PERSONA OR EMPATHYMAP QUADRANT 5 & 6: PAIN AND GAIN What is the person s pain and gain? 1. Attitude in Public 2. Appearance 3. Behavior towards others 11 TAKING COOPERATION FORWARD
PERSONA OR EMPATHYMAP 12 TAKING COOPERATION FORWARD
