A Journey Map helps businesses identify and strategize for key moments in the product, experience, or service and powers a better human centered approach to the business problem.
Journey maps have 5 key elements in common: Actor, Scenario + Expectation, Journey Phases, Actions, Mindsets and Emotions and finally Opportunities.
Customer journey maps can be approached in two ways; current-state and future-state mapping. Also, mapping can be based on hypotheses or on real user data.
Orchestrating the customer journey involves preparing materials for review prior to the workshop, structuring the agenda, running the workshop and summarizing the results with clear insights and next steps.
There is a need to turn journey map insights into action and experiences, keep journey maps current and develop a communications plan to reinforce progress toward realizing the customer’s desired journey.
To get maximum value from your customer journey maps, make them actionable, keep them updated, and communicate to internal stakeholders how they’re helping them meet their goals.