Customer journeys are a tool to determine :
- How to spend your marketing budget
- How and where to communicate with your prospects, customers and clients
- What functionalities are needed on the platforms you work with
- Where improvements in the customer experience are needed
Customer journeys are not a tool to determine:
- If the new activities of a company have to be integrated or separated from the mother company.
- If a new product will be successful or not
There are two kinds of customer journeys the AS IS and the TO BE.
How to create the AS IS customer journey?
1. Conduct some research based on the elements you already have
- Study the research which has been already carried-out
- Study the behavior of the user in Google Analytics
- Create a stakeholder map in order to visualise who within your company will have to be involved.
2. Involve your customers in order to discover more about them
- Conduct workshops with them
i. Ask them to create personas
ii. Cluster the personas they have created in order to select a maximum of five
iii. Ask them to draw the customer journey as they experience it from the company perspective.
iv. Once the five customer journeys have been drawn, ask your focus group to draw the service blueprint
- Conduct a workshop with the current clients/customers
i. Ask them to draw a mood board
ii. Ask them to complete the AS IS customer journey
How to create the TO BE customer journey?
A TO BE customer journey’s goal is either to improve the current customer experience or to set-up a new service.
1. Think of ways to solve the pains that have been identified in the AS IS customer journey. Invite the stakeholders to a co-creation session in order to ensure their buy-in to the organisation and ask for their input. Here are some ways to generate ideas from them:
- The negative brainstorm
- Lotus Blossom
- Kingdom cards
2. Unless you have limitless resources, it is not possible to implement all the many ideas that come from this co-creative session. In order to make a selection, it is advisable to use methods such as clustering or dot voting.
3. Once a shortlist of ideas has been made, it is time to build a prototype to test them. It is best to start the testing process with low-fidelity prototypes and to work towards finally using a high-fidelity prototype that is as close to the final version as possible.
4. Based on the results of testing the high-fidelity prototype, you will be able to deliver the TO BE Customer Journey. Depending on what will need to be improved or created, the following deliverables may also be required: