The 5 Competencies of

Customer Journey Mapping

Léonie Brown
CX STRATEGIST SME // QUALTRICS
@LeonieBrownCX
without data, IT’S JUST A STORY
without a story, IT’S JUST DATA
 JOURNEY

MEASURE
MAPPING

PERSONA INNOVATE

getting started with BUILD A CUSTOMER PERSONA

journey mapping BUILD A CUSTOMER JOURNEY

RECRUIT YOUR MAPPING TEAM

FIND THE MOMENT THAT MATTERS

INNOVATE & MEASURE

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5
customer JOURNEY
CUSTOMER JOURNEY MAPPING
…visually illustrates customers’ processes,
needs & perceptions throughout their interaction
and relationship with an organization
CUSTOMER JOURNEY MAPPING
…visually illustrates customers’ PROCESSES,
needs & perceptions throughout their interaction
and relationship with an organization
CUSTOMER JOURNEY MAPPING
…visually illustrates customers’ PROCESSES,
NEEDS & perceptions throughout their interaction
and relationship with an organization
CUSTOMER JOURNEY MAPPING
…visually illustrates customers’ PROCESSES,
NEEDS & PERCEPTIONS throughout their interaction
and relationship with an organization
 the four “i”s of INSIGHTS

journey mapping IMPACT

ISSUES/OPPORTUNITIES

INNOVATION

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 CUSTOMER PERSONAS

Who are they really…

• Name
• Age
• Job Role
• Family Status
• Professional Goals
• Personal Goals
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 CUSTOMER PERSONAS

• Help you build a deeper

understanding of your customer

• Derive from insights,

demographic data, interviews…

• May have 1, 5, even 20 or more

• B2B may have multiple

customers (and hence
personas) for each opportunity
and for relationship surveys
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Diana
• Early thirties, living in London,
in a stable relationship, no children.

• Working for DSS (Insurance Company)

as an analyst

• Seeking excitement and multicultural

experiences, like to build relationships
and passionate about foreign cultures.

• Wants to spend less time juggling data

and more time putting together useful
insights
 Choosing a customer journey for mapping

CUSTOMER
ONBOARDING MAINTAIN USE/OWN RENEWAL
Taking out insurance Taking the car to the Buying a ticket Insurance
dealership for service
Buying a car Making a claim Magazine subscription
A support call for
Applying for a loan technical help Using my phone Buying a new car
handset
Setting up a loyalty Changing address Upgrading service

card account

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 MULTIPLE MAPPING

one persona, many journeys

• When you want to focus on highly

valuable customers to your business
or when you want to focus on your
largest base of customers

• When you want to map the entire

‘lifecycle’ of the customer

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 MULTIPLE MAPPING

buy one journey, many personas

When the journey itself is more

important than the individual customers
passing through it (i.e.: complete
compliance required)

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 Building a ROLES

FRONTLINE STAFF
mapping team
DAY-TO-DAY MANAGEMENT

CORPORATE TEAMS

HR

BUSINESS SUPPORT FUNCTIONS

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 the moment MAXIMUM IMPACT DURING THE
EXPERIENCE – NEGATIVE OR POSITIVE
that matters
IN THAT MOMENT, WHAT ARE THE
PEOPLE/THINGS/PROCESSES INVOLVED

AND WHAT METRICS ARE IMPACTED –

NPS, CSAT, CLV

WHAT DATA DO WE ALREADY HAVE?

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 innovation BRAINSTORM

FILTER

ASSESS

TEST…IS IT FEASIBLE, VIABLE, DESIRABLE?

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 JOURNEY

MEASURE
MAPPING

PERSONA INNOVATE

getting started with BUILD A CUSTOMER PERSONA

journey mapping BUILD A CUSTOMER JOURNEY

RECRUIT YOUR MAPPING TEAM

FIND THE MOMENT THAT MATTERS

INNOVATE & MEASURE

25
without data, IT’S JUST A STORY
without a story, IT’S JUST DATA