What is Customer Journey Map & How to create it

What is Customer Journey Map & How to create it

Customer journey mapping became a significant part of all customer-oriented businesses or services. Trying to present processes from the client’s perspective, it helps companies understand variable customer behaviours and adjust to those changes. Once, such maps were drawn freehand on a piece of paper. However, to understand its way of working, we need to understand the meaning of customer journey mapping in the first place.

What a customer journey map actually is?

It is a visual representation of what a single customer experiences while dealing with your company or service. From the original engagement (e.g visiting the website or buying a product) to accessing customer service on the phone or sharing comments on social media.

Why is it important?

Customer journey maps bring internal stakeholders on the same page and educates them on how the customer sees their product or service, often changing one’s perspective. They can help address the challenges customers are facing, limiting the number of struggles or constraints to the minimum. On the other hand, they also allow to concentrate efforts and expenditures on what matters most, as well as indicate the missing upsell opportunities. All in order to maximize effectiveness. Given all the abovementioned benefits, it seems obvious that customer journey mapping will help you optimize your conversion ratio.

How to create customer journey maps? 

Start from setting clear objectives for the map. Think why are you doing this? What goals you want to achieve? And what target groups you want to engage? Afterwards define the profile of your client, or as it is called, the “buyer persona”. List out all touchpoints you may have with your customers. Understanding them will help you understand the ease and objectives of customer journeys. Take a moment to come up with the client’s pain points, identifying as many as you can. Try to fix the roadblocks you can think of. Last of all, take the journey yourself, following the steps you created, see what needs to be improved and amend it to enhance your customer experience.

Which tool to choose for customer journey mapping?

For example UXPressia, which has a wide array of features for customer goals, expectations, processes and channels, as well as emotional graphs, problems, images, documents and more. Thereby UXPressia allows to capture customer journey in a really detailed way. It promotes itself as a highly collaborative customer experience platform. And actually that’s true. It may lack some sophisticated editing tools, but you can’t say anything bad about its collaboration functionalities. You can go completely digital and co-work with your team, clients or stakeholders in real-time, without any worries about the distance or time zone. Whether it’s a workshop with a distributed team or a last-minute edit before an important presentation, all updates will show on the fly across all devices. The software is also fairly easy to use, having schemes, which will facilitate your map creation. You can also find here a large library of graphic templates, intended for various businesses. If you know how to handle e.g. MS PowerPoint, you shall not have any problems with mastering UXPressia. The software can be used across various platforms like Android, iOS, Windows etc. You can read our full review here

Summing up

UXPressia is one of the several customer journey mapping tools available right now (
you should also check Milkymap, Smaply and Custellence). Of course, it has some minor flaws, like the small number of integrations available or not the most readable font. However, when you have teams or departments willing to define their buyer’s profile, map users, visualize customers’ journeys and basically increase the bottom-line, UXPressia would be a perfect choice.

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