To build a Customer Journey Map, you model these items:
Persona – modeled as a definition in the Diagram’s properties. Each diagram represents the Use Case of a Persona’s journey to get something done – such as downloading a software product from your website.
Customer Journey Step – modeled as a hexagon and showing the Customer Journey to get something done – such as downloading a software product on your website.
At each Customer Journey Step you can specify:
•How happy the customer is at that step.
•Pain Points.
•Ideas to make the Journey Step better.
•The Value Stage that it necessitates – this property ties Customer Journey Maps to Value Streams.
Customer Journey Flow – a flow line used to connect the Customer Journey Steps.
Channels – modeled as swimlanes and showing the marketing channels that the Customer (or Persona) travels through – for example, the internet, your website, physical locations (such as a brick-and-mortar store, or seeing billboards alongside the highway), forms to fill in on your website, and so on.
Touchpoints – the people, systems, applications, or products that the Customer interacts with during their journey. Systems, applications, and products are modeled at the Version level – because it is the version of a product that carries features or functionality that the customer interacts with. If a customer has an issue with a software product, the first question is always, “What version of the software were they using?”.
Touchpoints are modeled using these Relationships:
•Customer Step – System Version.
•Customer Step – Product Version.
•Customer Step – Application Version.
•Customer Step – Actor (or Person).
For each ‘touchpoint’ relationship, you can specify the Customer Experience in the definition of the relationship line:
•How happy the customer is at that step.
•Pain Points.
•Ideas to make the Journey Step better.
Running Customer Experience analytics on the diagram
When you have built a Customer Journey Map, you can run analytics to place Customer Experience icons on the diagram that denote how happy the Customer (Persona as captured in the Diagram Properties) is at each Step.
To do so:
1 On the Customer Journey Map Diagram, select View > Heatmap Manager.
2 In the Heatmap Manager, toggle on all of the Customer Experience analytics, and then click the checkbox in the upper-left of the Heatmap Manager (labeled Click to apply the selected analytics) to run them.
Faces of various emotions will populate on the diagram – below each Customer Value Step and below the name of each ‘touchpoint’ relationship (as pictured in the Customer Journey Map at the beginning of this topic).
