CUSTOMER JOURNEY MAPPING:

A Story of Amateurs, Con Artists, Lost

Treasure, and a Pleasant Journey by Rail

Chris Risdon & Todd Wilkens

@chrisrisdon
Who has heard of...
Service Blueprint
Experience Maps
Customer Journey Maps
Service Blueprint
Customer Map
Experience Journey
User Ecosystem
System Story
What is customer
journey mapping?
Inside-out
vs.
Outside-in
Inside-out
 Inside-out

I describe how a service works.

I show the nature and characteristics of
interactions in enough detail for an org
to verify, implement, and maintain it.
Rail Europe Experience Map

Outside-in
Guiding Principles

Customer Journey

STAGES Research & Planning Shopping Booking Post-Booking, Pre-Travel Travel Post Travel

Enter trips Review fares Confirm Delivery Payment Review & Share experience
RAIL EUROPE Research destinations, routes and products Wait for paper tickets to arrive Activities, unexpected changes
Select pass(es) itinerary options options confirm Follow-up on refunds for booking changes

Destination Look up
pages Change Check ticket Share
time tables E-ticket Print
plans status photos
at Station
Get stamp
Live chat for for refund Web
raileurope.com
questions
Plan with Map itinerary
interactive map (finding pass) Share
experience
May call if Buy additional (reviews)
DOING tickets
difficulties
occur
Kayak, View
Blogs & web/
compare maps apps
Travel sites Print e-tickets
airfare at home Paper tickets Plan/
Web arrive in mail Look up
confirm
timetables Arrange Request Mail tickets
Talk with activities
Google Research refunds for refund
friends travel
searches hotels

• What is the easiest way to get around Europe?
• Where do I want to go?
THINKING • How much time should I/we spend in each
place for site seeing and activities?
• I want to get the best price, but I’m willing to pay a
little more for first class.
• How much will my whole trip cost me? What are my
trade-offs?
• Are there other activities I can add to my plan?
• Do I have all the tickets, passes and reservations
I need in this booking so I don’t pay more
shipping?
• Rail Europe is not answering the phone. How
else can I get my question answered?
• Do I have everything I need?
• Rail Europe website was easy and friendly, but
when an issue came up, I couldn’t get help.
• What will I do if my tickets don’t arrive in time?
• I just figured we could grab a train but there are
not more trains. What can we do now?
• Am I on the right train? If not, what next?
• I want to make more travel plans. How do I
do that?
• Trying to return ticket I was not able to use. Not
sure if I’ll get a refund or not.
• People are going to love these photos!
• Next time, we will explore routes and availability
more carefully.

• I’m excited to go to Europe! • It’s hard to trust Trip Advisor. Everyone is • Website experience is easy and friendly! • Stressed that I’m about to leave the country • I am feeling vulnerable to be in an unknown place in • Excited to share my vacation story with
• Will I be able to see everything I can? so negative. • Frustrated to not know sooner about which and Rail Europe won’t answer the phone. the middle of the night. my friends.
• What if I can’t afford this? • Keeping track of all the different products tickets are eTickets and which are paper tickets. • Stressed that the train won’t arrive on time for my
FEELING • Frustrated that Rail Europe won’t ship tickets connection.
• A bit annoyed to be dealing with ticket refund
• I don’t want to make the wrong choice. is confusing. Not sure my tickets will arrive in time. to Europe. • Meeting people who want to show us around is fun, issues when I just got home.
• Am I sure this is the trip I want to take?
• Happy to receive my tickets in the mail! serendipitous, and special.

Enjoyability Enjoyability Enjoyability Enjoyability Enjoyability Enjoyability

EXPERIENCE Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe

Helpfulness of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe

Opportunities
GLOBAL PLANNING, SHOPPING, BOOKING POST-BOOK, TRAVEL, POST-TRAVEL

Communicate a clear value Help people get the help they Support people in creating their Enable people to plan over time. Visualize the trip for planning Arm customers with information Improve the paper ticket Accommodate planning and
proposition. need. own solutions. and booking. for making decisions. experience. booking in Europe too.

STAGE: Initial visit STAGES: Global STAGES: Global STAGES: Planning, Shopping STAGES: Planning, Shopping STAGES: Shopping, Booking STAGES: Post-Booking, Travel, Post-Travel STAGE: Traveling

Make your customers into better, Engage in social media with Connect planning, shopping and Aggregate shipping with a Proactively help people deal Communicate status clearly at
more savvy travelers. explicit purposes. booking on the web. reasonable timeline. with change. all times.

STAGES: Global STAGES: Global STAGES: Planning, Shopping, Booking STAGE: Booking STAGES: Post-Booking, Traveling STAGES: Post-Booking, Post Travel

Information Stakeholder interviews Customer Experience Survey Ongoing, Linear Non-linear, but
non-linear process time based
sources Cognitive walkthroughs Existing Rail Europe Documentation

Experience Map for Rail Europe | August 2011

 Outside-in
Experience Map
I describe how a service is experienced.
I show the journey of the user through
the different touchpoints that afford and
characterize his or her interactions.
Rail Europe Experience Map
Guiding Principles

Customer Journey

STAGES Research & Planning Shopping Booking Post-Booking, Pre-Travel Travel Post Travel

Enter trips Review fares Confirm Delivery Payment Review & Share experience
RAIL EUROPE Research destinations, routes and products Wait for paper tickets to arrive Activities, unexpected changes
Select pass(es) itinerary options options confirm Follow-up on refunds for booking changes

Destination Look up
pages Change Check ticket Share
time tables E-ticket Print
plans status photos
at Station
Get stamp
Live chat for for refund Web
raileurope.com
questions
Plan with Map itinerary
interactive map (finding pass) Share
experience
May call if Buy additional (reviews)
DOING tickets
difficulties
occur
Kayak, View
Blogs & web/
compare maps apps
Travel sites Print e-tickets
airfare at home Paper tickets Plan/
When you think
about journey
mapping, think
about Indiana Jones.
Tell the story with depth
and richness around
the human experience.
Your org should feel
what it’s like to experience
every touchpoint.
How do you do
customer journey
mapping successfully?
How can my team avoid
amateur mistakes
or snake oil salesmen?
1. Science before adventure
You need to tell an
engaging story.
But make sure you are
telling a true story.
Journey mapping requires
a certain amount of rigor
to be meaningful.
This guy is not ...without this
possible... guy first.
Mapping is a kind of modeling.
Mapping is a kind of modeling.
v: Devise a representation of a phenomenon or
system, especially to assist calculations and
predictions
Mapping is a kind of modeling.
v: Devise a representation of a phenomenon or
system, especially to assist calculations and
predictions
Evidence is the key to
confident predictions.
You really have to do
your homework.
2. Experiences and touchpoints
Experiences are complex.
One simple way to
get a well-rounded view
of experiences...
Feeling, thinking, doing.
 Feeling, thinking, doing.

Motivations Framing Behaviors

Experiences happen
across touchpoints.
Touchpoint (UX version):
A point of interaction involving a
specific human need in a specific
time and space.
Touchpoint ≠ Channel
person
(with need)

organization
(with stuff)
person
(with need)

tn
oi
hp
uc
to
organization
(with stuff)
+
enjoyment
- person

organization
+
enjoyment
- person

organization
Journey mapping must address:
- Feeling
- Thinking
- Doing
- Time
3. Take everyone with you
“You need artifacts that
encourage collaboration.”
— Miguel Lunaparra
An activity, not an artifact
Everyone should be involved
at a deep level.
Teach then do.
“Work with stakeholders until
they know the story so well
they are constantly telling
and retelling it themselves.”
— Dane Howard
You need a process that
takes a whole team or
organization along.
4. Compel action
A catalyst, not a conclusion
A good mapping endeavor
produces understanding
that influences strategy
and tactics.
Rail Europe
Which initiatives to prioritize?
How to design a particular touchpoint?
 a story of a
Pleasant Trip by Rail.
 a story of a
pleasant trip by rail.
 qualitative research
customers’ journeys POST-TRAVEL

ook
add more pictures to faceb
TRAVEL

el 8 weeks in Europe
STORY OF YOUR TRIP: Laur

A bunch of friends living in

Europe Florence to Paris
Paris fly out to NY
Arrived in Charles Degaules, no smart phone in Europe
Parents made this trip
a laptop but difficult to get
PRE-TRAVEL an internet connection day trips:
BOOKING
SHOPPING
, Cannes Venice, Rome
RESEARCH & PLANNING
to Europe tried calling Rail Europe once one guide book: Rick
ites. A month after book, head call got disconnected Steves guide book, general
Look up plane fare on webs ns on get itinerary together
Friends going to the calling abou t optio
Paris: stayed for a long time, Europe Through the
Cannes film festival friend s too: Pass arrived in the mail etickets before paying $50 friends invited to stay Backdoor Florence
Going to France, see other frustrated, not a lot of time, Jet
make sure a place to stay e and got not Look up cheap flights Easy not very helpful in
Looking into it more: Booked the reservations onlin with everything else to do, rmation number n
y E-ticket for the flight with confi Switzerland Zurich: connection in Milan
late missed connectio
maps & guide books fare: them mailed separately--eas time to be on hold again
Looking for good price on
plane
wary abou t emai ling webs ites, difficult don't speak Italian
an expensive city
looking for best price Read on RailEurope webs
ite, that wanted to talk to a person difficult to find a hotel in
Summer break nothing I can do about this Munich prices
google search--> trains would require reservatio
ns woman had a map with hotel
now
Flexible dates for flying talk to a person to make sure,
One or 2 etickets before committing to shipp
ing
st: a lot of and then sending to Franc
e Amsterdam Luxembourg train in the US before
Train travel in Europe easie Second batch of reservatio
ns booked
and Mom fedex tickets to me, decided to go to the UK in
Paris
train stations with flexible times in the US, shipped to my hous
e in US dn't arrive on
ecting it RailEurope would not send stressful when trains woul
dates and then sent to France --exp tickets to France, tried to put Brussels, Luxembourg --we
both time, when there were conn
ections
to be an eTicket my friends address but they on the fly:
Know about Eurail had the passes so just got to Brus sels on the train, a
wouldn't Scotland, fly Italy: nicest trains, maps
ets train
est by * Couldn't be booked as eTick STORY OF YOUR TRIP: Joseph Edinburgh bit like being on a flight
Heard about RailEurope, sugg because some were Italian/Ge
rman online expe rienc e was good , flew into London
flexipassstayed for two
traveled with AT&T iPad, every country has it's own chip -- find the places that
mother …friend in German
also plan with daughter: 14
easy friendly, but when issue Eurail pass 10 day global chip in each country --closed on sundays and also
middle of the day when
sell the
on the right timeline on the trains
able to print up Iawante d to speak to was a good investment days bus to London shut down
ride, 9 hour s, other trains: hoping you are things was a stumbling points
suggested Frustrated about not being came make list of place to see together pretty terrib le, very long bus
able to do n and I could n't p and easy train
eTicked but not much to be a perso
we saw a whole
pay--on price
lot more with
to have all a friend,overn
see places that localare
ight trains friend thinks idea and
a good took a fast train to Pariscram ped with no stops, but cheaalso: iPhone, but iPad is all you need if we could have booked
Skymiles: Delta ratheisrcool trade speaking English with seeing -booked round trip notion of off the grid ating
about it Germany also easy for navig
the unique sights
NY-> France the tickets shipped--5 a good bargain 3 days online in Europe we
train s shipp
pass: ed tonome
no driving, tour de france at the same time would have
Flights and then Eurail Pass reserve reser vation getting lost off the grid: maps app, shows you where you are
Overnight trains, wanted to rented scooters and bikes
book trains with good connections
couchette RE: paris pass, museums, catacombs good to have a sim card in every place all of our trips were
planning hostels
Thomas Cook books, a great map, big map Stay ed with friends and in got us a break on the Louvre, Picasso
+ iPad maps, find sim card store: orange
booked in Europe
with rail routes, big readable
talk with people who have visited Europe, word of mouth + find the next route
the books too + on google a lot next time:
Friends knew I was going start 15 day pass + train schedules on the rail europe website: explore routes and
airline/hotel rewards -- extended to 3 weeks Geneva to Lucern pictures from London + other sites too
conn ectio n, changed status, uploading home
le atelectronic
availability
traded miles with friend
Lapto p with me, intern et
le in Euro pe, intern et for keeping in touch with peop
+ using ticket machine: wouldn't take our credit card doesn't
have the chip
2 months before going start planning g to peop
International phone for talkin in it got a car when couldn't
+ France is frustrating
book hotels the month before Lucern take a train
marriot hotel rewards overnight connected to tickets to Venice train to Venice
another train to
rail passes: month before Lake Como- at the tracks, we had hotel
went on Rail Europe website, kind of traveler selection bungie jumping unexpected but were fresh and
Global Pass, a little more, first class pass bookings in the
very nice -- new --got on the larger cities
odd, reservation issue, cost of reservations 20EU here Lucarno Skype and email
for 2nd class sometimes
and there --pay beautiful wrong train to determined
could have done a hard booking ahead of time Milan 1.5 hours eventually used the phone
just figured we were heading to
booking trips, no availability for our discounted tickets could grab a train Venice took Muni to main
out but there was daughter is social media person
station Tour de France was a main reason to go
bed and breakfast barcelona: website not trains maybe should backpack stolen
missed trains, difficult to get a place in the middle of
have booked first on the Muni/metro
the night last train out to get few trains
Euro-cheapo: web site: ways to save money us to a main line talked to security/
see what people are saying: travel site police
passes came in the main: titus, metro pass, maps,
Global Pass, 3 week trip
it was really clear

made reservations in London, Rail Europe office: only

saw one
office….expected to see them in all the stations RE office in talking to a person at the beginning
Geneva:
RE is like expedia, didn't realize how many different
train there where not so great make sure i was getting the right price
Expected Rail Europe station agent: because of website
expected it to crowded
be good
phone: people were very helpful
no attitude

booking: 3 times to get the one i wanted

 Touchpoint Inventory
Rail Europe Touchpoints by Channel
Research Pre-Travel
Stage & Planning Shopping Booking (Documents) Travel Post-Travel

Channels
Website Maps Schedule look-up Web booking funnel Select document option (from Contact page for email or phone
Test intineraries Price look-up - Pass available options)

Timetables Multi-city look-up - Trips - station e-ticket

Destination Pages Pass comparison - Multiple Trips - home print e-ticket

FAQ - mail ticket

General product
& site exploration

Call Center Order brochure Site navigation help Automated booking payment Call re: ticket options Call with questions regarding
Planning (Products) Cust. Rep booking Request ticket mailed tickets

Schedules Site navigation help Reslove problems (info, pay- General calls re: schedules,
ment, etc.) strikes, documents
General questions

Mobile Trip ideas Schedules Mobile trip booking Access itinerary

Look up schedules
Buy additional tickets

Communication Chat for web nav help FB Comparator Chat for booking support Email confirmations Ask questions or resolve prob- Complaints or compliments
lems re: schedules and tickets
Channels (social Email questions Email for general help Survey
media, email, chat) Chat for website nav help Hold ticket

Customer Relations Request for refund, escelation

from call center.

Non-REI Channels Trip Advisor Airline comparison Expedia Travel Blogs Trip Advisor
Travel blogs Kayak Direct rail sites Review sites
Social Media Direct rail sites Google searches Facebook
General Google
searching

Non-linear, no time Non-linear, but

Linear process
restrictions time based
Rail Europe Experience Map
Guiding Principles

People choose rail travel because it is Rail booking is only one part of people’s larger People build their travel plans over time. People value service that is respectful, effective
convenient, easy, and flexible. travel process. and personable.

Customer Journey

STAGES Research & Planning Shopping Booking Post-Booking, Pre-Travel Travel Post Travel

Enter trips Review fares Confirm Delivery Payment Review & Share experience
RAIL EUROPE Research destinations, routes and products Wait for paper tickets to arrive Activities, unexpected changes
Select pass(es) itinerary options options confirm Follow-up on refunds for booking changes

Destination Look up
pages Change Check ticket Share
time tables E-ticket Print
plans status photos
at Station
Get stamp
Live chat for for refund Web
raileurope.com
questions
Plan with Map itinerary
interactive map (finding pass) Share
experience
May call if Buy additional (reviews)
DOING tickets
difficulties
occur
Kayak, View
Blogs & web/
compare maps apps
Travel sites Print e-tickets
airfare at home Paper tickets Plan/
Web arrive in mail Look up
confirm
timetables Arrange Request Mail tickets
Talk with activities
Google Research refunds for refund
friends travel
searches hotels

• What is the easiest way to get around Europe?
• Where do I want to go?
THINKING • How much time should I/we spend in each
place for site seeing and activities?
• I want to get the best price, but I’m willing to pay a
little more for first class.
• How much will my whole trip cost me? What are my
trade-offs?
• Are there other activities I can add to my plan?
• Do I have all the tickets, passes and reservations
I need in this booking so I don’t pay more
shipping?
• Rail Europe is not answering the phone. How
else can I get my question answered?
• Do I have everything I need?
• Rail Europe website was easy and friendly, but
when an issue came up, I couldn’t get help.
• What will I do if my tickets don’t arrive in time?
• I just figured we could grab a train but there are
not more trains. What can we do now?
• Am I on the right train? If not, what next?
• I want to make more travel plans. How do I
do that?
• Trying to return ticket I was not able to use. Not
sure if I’ll get a refund or not.
• People are going to love these photos!
• Next time, we will explore routes and availability
more carefully.

• I’m excited to go to Europe! • It’s hard to trust Trip Advisor. Everyone is • Website experience is easy and friendly! • Stressed that I’m about to leave the country • I am feeling vulnerable to be in an unknown place in • Excited to share my vacation story with
• Will I be able to see everything I can? so negative. • Frustrated to not know sooner about which and Rail Europe won’t answer the phone. the middle of the night. my friends.
• What if I can’t afford this? • Keeping track of all the different products tickets are eTickets and which are paper tickets. • Stressed that the train won’t arrive on time for my
FEELING • Frustrated that Rail Europe won’t ship tickets connection.
• A bit annoyed to be dealing with ticket refund
• I don’t want to make the wrong choice. is confusing. Not sure my tickets will arrive in time. to Europe. • Meeting people who want to show us around is fun, issues when I just got home.
• Am I sure this is the trip I want to take?
• Happy to receive my tickets in the mail! serendipitous, and special.

Enjoyability Enjoyability Enjoyability Enjoyability Enjoyability Enjoyability

EXPERIENCE Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe

Helpfulness of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe

Opportunities
GLOBAL PLANNING, SHOPPING, BOOKING POST-BOOK, TRAVEL, POST-TRAVEL

Communicate a clear value Help people get the help they Support people in creating their Enable people to plan over time. Visualize the trip for planning Arm customers with information Improve the paper ticket Accommodate planning and
proposition. need. own solutions. and booking. for making decisions. experience. booking in Europe too.

STAGE: Initial visit STAGES: Global STAGES: Global STAGES: Planning, Shopping STAGES: Planning, Shopping STAGES: Shopping, Booking STAGES: Post-Booking, Travel, Post-Travel STAGE: Traveling

Make your customers into better, Engage in social media with Connect planning, shopping and Aggregate shipping with a Proactively help people deal Communicate status clearly at
more savvy travelers. explicit purposes. booking on the web. reasonable timeline. with change. all times.

STAGES: Global STAGES: Global STAGES: Planning, Shopping, Booking STAGE: Booking STAGES: Post-Booking, Traveling STAGES: Post-Booking, Post Travel

Information Stakeholder interviews Customer Experience Survey Ongoing, Linear Non-linear, but
non-linear process time based
sources Cognitive walkthroughs Existing Rail Europe Documentation

Experience Map for Rail Europe | August 2011

Rail Europe Experience Map
Guiding Principles

People choose rail travel because it is Rail booking is only one part of people’s larger People build their travel plans over time. People value service that is respectful, effective
convenient, easy, and flexible. travel process. and personable.

Customer Journey

STAGES Research & Planning Shopping Booking Post-Booking, Pre-Travel Travel Post Travel

the lens
Enter trips Review fares Confirm Delivery Payment Review & Share experience
RAIL EUROPE Research destinations, routes and products Wait for paper tickets to arrive Activities, unexpected changes
Select pass(es) itinerary options options confirm Follow-up on refunds for booking changes

Destination Look up
pages Change Check ticket Share
time tables E-ticket Print
plans status photos
at Station
Get stamp
Live chat for for refund Web
raileurope.com
questions
Plan with Map itinerary
interactive map (finding pass) Share
experience
May call if Buy additional (reviews)
DOING tickets
difficulties
occur
Kayak, View
Blogs & web/
compare maps apps
Travel sites Print e-tickets
airfare at home Paper tickets Plan/
Web arrive in mail Look up
confirm
timetables Arrange Request Mail tickets
Talk with activities
Google Research refunds for refund
friends travel
searches hotels

• What is the easiest way to get around Europe?
• Where do I want to go?
THINKING • How much time should I/we spend in each
place for site seeing and activities?
• I want to get the best price, but I’m willing to pay a
little more for first class.
• How much will my whole trip cost me? What are my
trade-offs?
• Are there other activities I can add to my plan?
• Do I have all the tickets, passes and reservations
I need in this booking so I don’t pay more
shipping?
• Rail Europe is not answering the phone. How
else can I get my question answered?
• Do I have everything I need?
• Rail Europe website was easy and friendly, but
when an issue came up, I couldn’t get help.
• What will I do if my tickets don’t arrive in time?
• I just figured we could grab a train but there are
not more trains. What can we do now?
• Am I on the right train? If not, what next?
• I want to make more travel plans. How do I
do that?
• Trying to return ticket I was not able to use. Not
sure if I’ll get a refund or not.
• People are going to love these photos!
• Next time, we will explore routes and availability
more carefully.

• I’m excited to go to Europe! • It’s hard to trust Trip Advisor. Everyone is • Website experience is easy and friendly! • Stressed that I’m about to leave the country • I am feeling vulnerable to be in an unknown place in • Excited to share my vacation story with
• Will I be able to see everything I can? so negative. • Frustrated to not know sooner about which and Rail Europe won’t answer the phone. the middle of the night. my friends.
• What if I can’t afford this? • Keeping track of all the different products tickets are eTickets and which are paper tickets. • Stressed that the train won’t arrive on time for my
FEELING • Frustrated that Rail Europe won’t ship tickets connection.
• A bit annoyed to be dealing with ticket refund
• I don’t want to make the wrong choice. is confusing. Not sure my tickets will arrive in time. to Europe. • Meeting people who want to show us around is fun, issues when I just got home.
• Am I sure this is the trip I want to take?
• Happy to receive my tickets in the mail! serendipitous, and special.

Enjoyability Enjoyability Enjoyability Enjoyability Enjoyability Enjoyability

EXPERIENCE Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe

Helpfulness of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe

Opportunities
GLOBAL PLANNING, SHOPPING, BOOKING POST-BOOK, TRAVEL, POST-TRAVEL

Communicate a clear value Help people get the help they Support people in creating their Enable people to plan over time. Visualize the trip for planning Arm customers with information Improve the paper ticket Accommodate planning and
proposition. need. own solutions. and booking. for making decisions. experience. booking in Europe too.

STAGE: Initial visit STAGES: Global STAGES: Global STAGES: Planning, Shopping STAGES: Planning, Shopping STAGES: Shopping, Booking STAGES: Post-Booking, Travel, Post-Travel STAGE: Traveling

Make your customers into better, Engage in social media with Connect planning, shopping and Aggregate shipping with a Proactively help people deal Communicate status clearly at
more savvy travelers. explicit purposes. booking on the web. reasonable timeline. with change. all times.

STAGES: Global STAGES: Global STAGES: Planning, Shopping, Booking STAGE: Booking STAGES: Post-Booking, Traveling STAGES: Post-Booking, Post Travel

Information Ongoing, Linear Non-linear, but

non-linear process time based
sources

Experience Map for Rail Europe | August 2011

 Rail Europe Experience Map
Guiding Principles

People choose rail travel because it is Rail booking is only one part of people’s larger People build their travel plans over time. People value service that is respectful, effective
convenient, easy, and flexible. travel process. and personable.

Customer Journey

STAGES Research & Planning Shopping Booking Post-Booking, Pre-Travel Travel Post Travel

the lens
Enter trips Review fares Confirm Delivery Payment Review & Share experience
RAIL EUROPE Research destinations, routes and products Wait for paper tickets to arrive Activities, unexpected changes
Select pass(es) itinerary options options confirm Follow-up on refunds for booking changes

Destination Look up
pages Change Check ticket Share
time tables E-ticket Print
plans photos

p
status
at Station
Get stamp

nc e M ap
Web

ie
for refund

e r
Live chat for

p
raileurope.com

Rail Euro p e E x
questions
Plan with Map itinerary
interactive map (finding pass) Share
experience
May call if Buy additional (reviews)
DOING tickets
difficulties
occur

Guiding Principles ople’s larger

Kayak, View
Blogs &
p e
web/

a rt o f
maps

e p
compare
n
apps
ly o
Travel sites
o n
Print e-tickets

Rail booking is
airfare at home Paper tickets Plan/

use it is
arrive in mail Look up

a
Web

e c
confirm

tr a v e l b Pe
il troapve
timetables Request
lel b sse.ir travel plans ove
Mail tickets

People ch o o s e ra
Talk with
Google Research
pu ceth
roild
Arrange
travel
activities
refunds for refund

r time.
friends
searches

exible.
hotels

e a s y, a n d fl
ope Experience conv en ie n t,
Ma p
• What is the easiest way to get around Europe? • I want to get the best price, but I’m willing to pay a • Do I have all the tickets, passes and reservations • Do I have everything I need? • I just figured we could grab a train but there are • Trying to return ticket I was not able to use. Not
• Where do I want to go? little more for first class. I need in this booking so I don’t pay more • Rail Europe website was easy and friendly, but not more trains. What can we do now? sure if I’ll get a refund or not.
THINKING • How much time should I/we spend in each • How much will my whole trip cost me? What are my shipping? when an issue came up, I couldn’t get help. • Am I on the right train? If not, what next? • People are going to love these photos!
place for site seeing and activities? trade-offs? • Rail Europe is not answering the phone. How • I want to make more travel plans. How do I • Next time, we will explore routes and availability
• Are there other activities I can add to my plan? • What will I do if my tickets don’t arrive in time?
else can I get my question answered? do that? more carefully.

iples
to mer Journey
• I’m excited to go to Europe! • It’s hard to trust Trip Advisor. Everyone is • Website experience is easy and friendly! • Stressed that I’m about to leave the country • I am feeling vulnerable to be in an unknown place in • Excited to share my vacation story with
C u
Shoppi
s • Will I be able to see everything I can?
• What if I can’t afford this?
so negative.
• Keeping track of all the different products
• Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets.
and Rail Europe won’t answer the phone. the middle of the night.
Booking
• Stressed that the train won’t arrive on time for my
my friends.
FEELING
ng • Frustrated that Rail Europe won’t ship tickets connection.
• A bit annoyed to be dealing with ticket refund

Shopping
• I don’t want to make the wrong choice. is confusing. Not sure my tickets will arrive in time. to Europe. issues when I just got home.
Booking
• Am I sure this is the trip I want to take? • Meeting people who want to show us around is fun,
• Happy to receive my tickets in the mail!
g
Research & Plannin
serendipitous, and special.

Rail booking is on Post-Booking, Pre-Trav

STAG ES el
Enjoyability Enjoyability
ly one part of peo
Enjoyability Enjoyability Enjoyability
Trav el
Enjoyability
Review &
EXPERIENCE Relevance of Rail Europe
Enter trips
Review faresHelpfulness of Rail Europe
Relevance of Rail Europe
travel process. Enter trips
ple’sRelaviergw efarres
Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe
Confirm Deliver y of RailPa
Relevance yment
Europe
tions confirm
cts Helpfulness of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe
itinerary
Helpfulness of Rail Europe ns of Railop
optioHelpfulness Europe
Confirm Delivery Paymen
Select pass(es) itin
ar era
ch ry
de stina tio
op ns ,
tio routes and prodt uctsReview &
ns
Select pass(es)
Opportunities Rese options confirm Wait for paper tickets to
EU ROPE arrive
ney GLOBAL
RA IL PLANNING, SHOPPING, BOOKING POST-BOOK, TRAVEL, POST-TRAVEL Activities, unexpected ch
ang
Communicate a clear value Help people get the help they Support people in creating their Enable people to plan over time. Visualize the trip for planning Arm customers with information Improve the paper ticket Accommodate planning and
proposition. need. own solutions. and booking. for making decisions. experience. booking in Europe too.

Destination Look up
Research & Plan
STAGE: Initial visit STAGES: Global STAGES: Global STAGES: Planning, Shopping

time tables
STAGES: Planning, Shopping STAGES: Shopping, Booking STAGES: Post-Booking, Travel, Post-Travel STAGE: Traveling

ning pages Change

Make your customers into better,
more savvy travelers.
Engage in social media with
explicit purposes.
Shopping Connect planning, shopping and
booking on the web.
Aggregate shipping with a
reasonable timeline. plans
Check tic ket help people deal
Proactively
with change.
Communicate status clearly at
all times.
BooLiv status E-ticket Print
STAGES: Global Live chat forGlobal
STAGES: STAGES: Planning, Shopping, Booking STAGE: Booking kin eg
chat for STAGES: Post-Booking, Traveling STAGES: Post-Booking, Post Travel

questions at Station
y
raileurope.com questions Post-Booking, P
) Research destinat
re -TraGe
vetlst
Map itinerary sources
Information Ongoing, Linear Non-linear, but
ions, routes and pr Enter trips non-linear process time based
for ref
oductsPlan with
(findiRng
evie
pa fa)res
wss
interactiv e m ap Confirm Delivery May call if
Experience Map for Rail Europe | August 2011
Select pass(es) Payment Review &
itinerary options difficulties
Rail Europe Experience Map
Guiding Principles

Customer Journey

STAGES Research & Planning Shopping

the model Booking Post-Booking, Pre-Travel Travel Post Travel

Enter trips Review fares Confirm Delivery Payment Review & Share experience
RAIL EUROPE Research destinations, routes and products Wait for paper tickets to arrive Activities, unexpected changes
Select pass(es) itinerary options options confirm Follow-up on refunds for booking changes

Destination Look up
pages Change Check ticket Share
time tables E-ticket Print
plans status photos
at Station
Get stamp
Live chat for for refund Web
raileurope.com
questions
Plan with Map itinerary
interactive map (finding pass) Share
experience
May call if Buy additional (reviews)
DOING tickets
difficulties
occur
Kayak, View
Blogs & web/
compare maps apps
Travel sites Print e-tickets
airfare at home Paper tickets Plan/
Web arrive in mail Look up
confirm
timetables Arrange Request Mail tickets
Talk with activities
Google Research refunds for refund
friends travel
searches hotels

• What is the easiest way to get around Europe?
• Where do I want to go?
THINKING • How much time should I/we spend in each
place for site seeing and activities?
• I want to get the best price, but I’m willing to pay a
little more for first class.
• How much will my whole trip cost me? What are my
trade-offs?
• Are there other activities I can add to my plan?
• Do I have all the tickets, passes and reservations
I need in this booking so I don’t pay more
shipping?
• Rail Europe is not answering the phone. How
else can I get my question answered?
• Do I have everything I need?
• Rail Europe website was easy and friendly, but
when an issue came up, I couldn’t get help.
• What will I do if my tickets don’t arrive in time?
• I just figured we could grab a train but there are
not more trains. What can we do now?
• Am I on the right train? If not, what next?
• I want to make more travel plans. How do I
do that?
• Trying to return ticket I was not able to use. Not
sure if I’ll get a refund or not.
• People are going to love these photos!
• Next time, we will explore routes and availability
more carefully.

• I’m excited to go to Europe! • It’s hard to trust Trip Advisor. Everyone is • Website experience is easy and friendly! • Stressed that I’m about to leave the country • I am feeling vulnerable to be in an unknown place in • Excited to share my vacation story with
• Will I be able to see everything I can? so negative. • Frustrated to not know sooner about which and Rail Europe won’t answer the phone. the middle of the night. my friends.
• What if I can’t afford this? • Keeping track of all the different products tickets are eTickets and which are paper tickets. • Stressed that the train won’t arrive on time for my
FEELING • Frustrated that Rail Europe won’t ship tickets connection.
• A bit annoyed to be dealing with ticket refund
• I don’t want to make the wrong choice. is confusing. Not sure my tickets will arrive in time. to Europe. • Meeting people who want to show us around is fun, issues when I just got home.
• Am I sure this is the trip I want to take?
• Happy to receive my tickets in the mail! serendipitous, and special.

doing
Enjoyability Enjoyability Enjoyability Enjoyability Enjoyability Enjoyability

EXPERIENCE Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe

Helpfulness of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe

Opportunities
GLOBAL PLANNING, SHOPPING, BOOKING POST-BOOK, TRAVEL, POST-TRAVEL

Communicate a clear value Help people get the help they Support people in creating their Enable people to plan over time. Visualize the trip for planning Arm customers with information Improve the paper ticket Accommodate planning and
proposition. need. own solutions. and booking. for making decisions. experience. booking in Europe too.

STAGE: Initial visit STAGES: Global STAGES: Global STAGES: Planning, Shopping STAGES: Planning, Shopping STAGES: Shopping, Booking STAGES: Post-Booking, Travel, Post-Travel STAGE: Traveling

Make your customers into better, Engage in social media with Connect planning, shopping and Aggregate shipping with a Proactively help people deal Communicate status clearly at
more savvy travelers. explicit purposes. booking on the web. reasonable timeline. with change. all times.

STAGES: Global STAGES: Global STAGES: Planning, Shopping, Booking STAGE: Booking STAGES: Post-Booking, Traveling STAGES: Post-Booking, Post Travel

Information Ongoing, Linear Non-linear, but

non-linear process time based
sources

Experience Map for Rail Europe | August 2011

Rail Europe Experience Map
Guiding Principles

Customer Journey

STAGES Research & Planning Shopping

the model Booking Post-Booking, Pre-Travel Travel Post Travel

Enter trips Review fares Confirm Delivery Payment Review & Share experience
RAIL EUROPE Research destinations, routes and products Wait for paper tickets to arrive Activities, unexpected changes
Select pass(es) itinerary options options confirm Follow-up on refunds for booking changes

Destination Look up
pages Change Check ticket Share
time tables E-ticket Print
plans status photos
at Station
Get stamp
Live chat for for refund Web
raileurope.com
questions
Plan with Map itinerary
interactive map (finding pass) Share
experience
May call if Buy additional (reviews)
DOING tickets
difficulties
occur
Kayak, View
Blogs & web/
compare maps apps
Travel sites Print e-tickets
airfare at home Paper tickets Plan/
Web arrive in mail Look up
confirm
timetables Arrange Request Mail tickets
Talk with activities
Google Research refunds for refund
friends travel
searches hotels

• What is the easiest way to get around Europe?
• Where do I want to go?
THINKING • How much time should I/we spend in each
place for site seeing and activities?
• I want to get the best price, but I’m willing to pay a
little more for first class.
• How much will my whole trip cost me? What are my
trade-offs?
• Are there other activities I can add to my plan?
• Do I have all the tickets, passes and reservations
I need in this booking so I don’t pay more
shipping?
• Rail Europe is not answering the phone. How
else can I get my question answered?
• Do I have everything I need?
• Rail Europe website was easy and friendly, but
when an issue came up, I couldn’t get help.
• What will I do if my tickets don’t arrive in time?
• I just figured we could grab a train but there are
not more trains. What can we do now?
• Am I on the right train? If not, what next?
• I want to make more travel plans. How do I
do that?
• Trying to return ticket I was not able to use. Not
sure if I’ll get a refund or not.
• People are going to love these photos!
• Next time, we will explore routes and availability
more carefully.

• I’m excited to go to Europe! • It’s hard to trust Trip Advisor. Everyone is • Website experience is easy and friendly! • Stressed that I’m about to leave the country • I am feeling vulnerable to be in an unknown place in • Excited to share my vacation story with
• Will I be able to see everything I can? so negative. • Frustrated to not know sooner about which and Rail Europe won’t answer the phone. the middle of the night. my friends.
• What if I can’t afford this? • Keeping track of all the different products tickets are eTickets and which are paper tickets. • Stressed that the train won’t arrive on time for my
FEELING • Frustrated that Rail Europe won’t ship tickets connection.
• A bit annoyed to be dealing with ticket refund
• I don’t want to make the wrong choice. is confusing. Not sure my tickets will arrive in time. to Europe. • Meeting people who want to show us around is fun, issues when I just got home.
• Am I sure this is the trip I want to take?
• Happy to receive my tickets in the mail! serendipitous, and special.

Enjoyability Enjoyability Enjoyability Enjoyability Enjoyability Enjoyability

EXPERIENCE Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe

Helpfulness of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe

Opportunities
GLOBAL PLANNING, SHOPPING, BOOKING POST-BOOK, TRAVEL, POST-TRAVEL

Communicate a clear value Help people get the help they Support people in creating their Enable people to plan over time. Visualize the trip for planning Arm customers with information Improve the paper ticket Accommodate planning and
proposition. need. own solutions. and booking. for making decisions. experience. booking in Europe too.

STAGE: Initial visit STAGES: Global STAGES: Global STAGES: Planning, Shopping STAGES: Planning, Shopping STAGES: Shopping, Booking STAGES: Post-Booking, Travel, Post-Travel STAGE: Traveling

Make your customers into better, Engage in social media with Connect planning, shopping and Aggregate shipping with a Proactively help people deal Communicate status clearly at
more savvy travelers. explicit purposes. booking on the web. reasonable timeline. with change. all times.

STAGES: Global STAGES: Global STAGES: Planning, Shopping, Booking STAGE: Booking STAGES: Post-Booking, Traveling STAGES: Post-Booking, Post Travel

Information Ongoing, Linear Non-linear, but

non-linear process time based
sources

Experience Map for Rail Europe | August 2011

Rail Europe Experience Map
Guiding Principles

Customer Journey

STAGES Research & Planning Shopping Booking Post-Booking, Pre-Travel Travel Post Travel

Enter trips Review fares Confirm Delivery Payment Review & Share experience
RAIL EUROPE Research destinations, routes and products Wait for paper tickets to arrive Activities, unexpected changes
Select pass(es) itinerary options options confirm Follow-up on refunds for booking changes

Destination Look up
pages Change Check ticket Share
time tables E-ticket Print
plans status photos
at Station
Get stamp
Live chat for for refund Web
raileurope.com
questions
Plan with Map itinerary
interactive map (finding pass) Share
experience
May call if Buy additional (reviews)
DOING tickets
difficulties
occur
Kayak, View
Blogs & web/
compare maps apps
Travel sites Print e-tickets
airfare at home Paper tickets Plan/
Web arrive in mail Look up
confirm
timetables Arrange Request Mail tickets
Talk with activities
Google Research refunds for refund
friends travel
searches hotels

• What is the easiest way to get around Europe?
• Where do I want to go?
THINKING • How much time should I/we spend in each
place for site seeing and activities?
• I want to get the best price, but I’m willing to pay a
little more for first class.
• How much will my whole trip cost me? What are my
trade-offs?
• Are there other activities I can add to my plan?
• Do I have all the tickets, passes and reservations
I need in this booking so I don’t pay more
shipping?
• Rail Europe is not answering the phone. How
else can I get my question answered?
• Do I have everything I need?
• Rail Europe website was easy and friendly, but
when an issue came up, I couldn’t get help.
• What will I do if my tickets don’t arrive in time?
• I just figured we could grab a train but there are
not more trains. What can we do now?
• Am I on the right train? If not, what next?
• I want to make more travel plans. How do I
do that?
• Trying to return ticket I was not able to use. Not
sure if I’ll get a refund or not.
• People are going to love these photos!
• Next time, we will explore routes and availability
more carefully.

• I’m excited to go to Europe! • It’s hard to trust Trip Advisor. Everyone is • Website experience is easy and friendly! • Stressed that I’m about to leave the country • I am feeling vulnerable to be in an unknown place in • Excited to share my vacation story with
• Will I be able to see everything I can? so negative. • Frustrated to not know sooner about which and Rail Europe won’t answer the phone. the middle of the night. my friends.
• What if I can’t afford this? • Keeping track of all the different products tickets are eTickets and which are paper tickets. • Stressed that the train won’t arrive on time for my
FEELING • Frustrated that Rail Europe won’t ship tickets connection.
• A bit annoyed to be dealing with ticket refund
• I don’t want to make the wrong choice. is confusing. Not sure my tickets will arrive in time. to Europe. • Meeting people who want to show us around is fun, issues when I just got home.
• Am I sure this is the trip I want to take?
• Happy to receive my tickets in the mail! serendipitous, and special.

Enjoyability Enjoyability Enjoyability Enjoyability Enjoyability Enjoyability

EXPERIENCE Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe

Helpfulness of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe

qualitative insight
Opportunities
GLOBAL PLANNING, SHOPPING, BOOKING POST-BOOK, TRAVEL, POST-TRAVEL

Communicate a clear value Help people get the help they Support people in creating their Enable people to plan over time. Visualize the trip for planning Arm customers with information Improve the paper ticket Accommodate planning and
proposition. need. own solutions. and booking. for making decisions. experience. booking in Europe too.

STAGE: Initial visit STAGES: Global STAGES: Global STAGES: Planning, Shopping STAGES: Planning, Shopping STAGES: Shopping, Booking STAGES: Post-Booking, Travel, Post-Travel STAGE: Traveling

Make your customers into better, Engage in social media with Connect planning, shopping and Aggregate shipping with a Proactively help people deal Communicate status clearly at
more savvy travelers. explicit purposes. booking on the web. reasonable timeline. with change. all times.

STAGES: Global STAGES: Global STAGES: Planning, Shopping, Booking STAGE: Booking STAGES: Post-Booking, Traveling STAGES: Post-Booking, Post Travel

Information Ongoing, Linear Non-linear, but

non-linear process time based
sources

Experience Map for Rail Europe | August 2011

Rail Europe Experience Map
Guiding Principles

Customer Journey

STAGES Research & Planning Shopping Booking Post-Booking, Pre-Travel Travel Post Travel

thinking & feeling

Enter trips Review fares Confirm Delivery Payment Review & Share experience
RAIL EUROPE Research destinations, routes and products Wait for paper tickets to arrive Activities, unexpected changes
Select pass(es) itinerary options options confirm Follow-up on refunds for booking changes

Destination Look up
pages Change Check ticket Share
time tables E-ticket Print
plans status photos
at Station
Get stamp
Live chat for for refund Web
raileurope.com
questions
Plan with Map itinerary
interactive map (finding pass) Share
experience
May call if Buy additional (reviews)
DOING tickets
difficulties
occur
Kayak, View
Blogs & web/
compare maps apps
Travel sites Print e-tickets
airfare at home Paper tickets Plan/
Web arrive in mail Look up
confirm
timetables Arrange Request Mail tickets
Talk with activities
Google Research refunds for refund
friends travel
searches hotels

• What is the easiest way to get around Europe?
• Where do I want to go?
THINKING • How much time should I/we spend in each
place for site seeing and activities?
• I want to get the best price, but I’m willing to pay a
little more for first class.
• How much will my whole trip cost me? What are my
trade-offs?
• Are there other activities I can add to my plan?
• Do I have all the tickets, passes and reservations
I need in this booking so I don’t pay more
shipping?
• Rail Europe is not answering the phone. How
else can I get my question answered?
• Do I have everything I need?
• Rail Europe website was easy and friendly, but
when an issue came up, I couldn’t get help.
• What will I do if my tickets don’t arrive in time?
• I just figured we could grab a train but there are
not more trains. What can we do now?
• Am I on the right train? If not, what next?
• I want to make more travel plans. How do I
do that?
• Trying to return ticket I was not able to use. Not
sure if I’ll get a refund or not.
• People are going to love these photos!
• Next time, we will explore routes and availability
more carefully.

• I’m excited to go to Europe! • It’s hard to trust Trip Advisor. Everyone is • Website experience is easy and friendly! • Stressed that I’m about to leave the country • I am feeling vulnerable to be in an unknown place in • Excited to share my vacation story with
• Will I be able to see everything I can? so negative. • Frustrated to not know sooner about which and Rail Europe won’t answer the phone. the middle of the night. my friends.
• What if I can’t afford this? • Keeping track of all the different products tickets are eTickets and which are paper tickets. • Stressed that the train won’t arrive on time for my
FEELING • Frustrated that Rail Europe won’t ship tickets connection.
• A bit annoyed to be dealing with ticket refund
• I don’t want to make the wrong choice. is confusing. Not sure my tickets will arrive in time. to Europe. • Meeting people who want to show us around is fun, issues when I just got home.
• Am I sure this is the trip I want to take?
• Happy to receive my tickets in the mail! serendipitous, and special.

Enjoyability Enjoyability Enjoyability Enjoyability Enjoyability Enjoyability

EXPERIENCE Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe

Helpfulness of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe

qualitative insight
Opportunities
GLOBAL PLANNING, SHOPPING, BOOKING POST-BOOK, TRAVEL, POST-TRAVEL

Communicate a clear value Help people get the help they Support people in creating their Enable people to plan over time. Visualize the trip for planning Arm customers with information Improve the paper ticket Accommodate planning and
proposition. need. own solutions. and booking. for making decisions. experience. booking in Europe too.

STAGE: Initial visit STAGES: Global STAGES: Global STAGES: Planning, Shopping STAGES: Planning, Shopping STAGES: Shopping, Booking STAGES: Post-Booking, Travel, Post-Travel STAGE: Traveling

Make your customers into better, Engage in social media with Connect planning, shopping and Aggregate shipping with a Proactively help people deal Communicate status clearly at
more savvy travelers. explicit purposes. booking on the web. reasonable timeline. with change. all times.

STAGES: Global STAGES: Global STAGES: Planning, Shopping, Booking STAGE: Booking STAGES: Post-Booking, Traveling STAGES: Post-Booking, Post Travel

Information Ongoing, Linear Non-linear, but

non-linear process time based
sources

Experience Map for Rail Europe | August 2011

Rail Europe Experience Map
Guiding Principles

Customer Journey

STAGES Research & Planning Shopping Booking Post-Booking, Pre-Travel Travel Post Travel

Enter trips Review fares Confirm Delivery Payment Review & Share experience
RAIL EUROPE Research destinations, routes and products Wait for paper tickets to arrive Activities, unexpected changes
Select pass(es) itinerary options options confirm Follow-up on refunds for booking changes

Destination Look up
pages Change Check ticket Share
time tables E-ticket Print
plans status photos
at Station
Get stamp
Live chat for for refund Web
raileurope.com
questions
Plan with Map itinerary
interactive map (finding pass) Share
experience
May call if Buy additional (reviews)
DOING tickets
difficulties
occur
Kayak, View
Blogs & web/
compare maps apps
Travel sites Print e-tickets
airfare at home Paper tickets Plan/
Web arrive in mail Look up
confirm
timetables Arrange Request Mail tickets
Talk with activities
Google Research refunds for refund
friends travel
searches hotels

• What is the easiest way to get around Europe?
• Where do I want to go?
THINKING • How much time should I/we spend in each
place for site seeing and activities?
• I want to get the best price, but I’m willing to pay a
little more for first class.
• How much will my whole trip cost me? What are my
trade-offs?
• Are there other activities I can add to my plan?
• Do I have all the tickets, passes and reservations
I need in this booking so I don’t pay more
shipping?
• Rail Europe is not answering the phone. How
else can I get my question answered?
• Do I have everything I need?
• Rail Europe website was easy and friendly, but
when an issue came up, I couldn’t get help.
• What will I do if my tickets don’t arrive in time?
• I just figured we could grab a train but there are
not more trains. What can we do now?
• Am I on the right train? If not, what next?
• I want to make more travel plans. How do I
do that?
• Trying to return ticket I was not able to use. Not
sure if I’ll get a refund or not.
• People are going to love these photos!
• Next time, we will explore routes and availability
more carefully.

• I’m excited to go to Europe! • It’s hard to trust Trip Advisor. Everyone is • Website experience is easy and friendly! • Stressed that I’m about to leave the country • I am feeling vulnerable to be in an unknown place in • Excited to share my vacation story with
• Will I be able to see everything I can? so negative. • Frustrated to not know sooner about which and Rail Europe won’t answer the phone. the middle of the night. my friends.
• What if I can’t afford this? • Keeping track of all the different products tickets are eTickets and which are paper tickets. • Stressed that the train won’t arrive on time for my
FEELING • Frustrated that Rail Europe won’t ship tickets connection.
• A bit annoyed to be dealing with ticket refund
• I don’t want to make the wrong choice. is confusing. Not sure my tickets will arrive in time. to Europe. • Meeting people who want to show us around is fun, issues when I just got home.
• Am I sure this is the trip I want to take?
• Happy to receive my tickets in the mail! serendipitous, and special.

Enjoyability Enjoyability Enjoyability Enjoyability Enjoyability Enjoyability

EXPERIENCE Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe

Helpfulness of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe

Opportunities
GLOBAL PLANNING, SHOPPING, BOOKING POST-BOOK, TRAVEL, POST-TRAVEL

Communicate a clear value Help people get the help they Support people in creating their Enable people to plan over time. Visualize the trip for planning Arm customers with information Improve the paper ticket Accommodate planning and

quantitative information
proposition. need. own solutions. and booking. for making decisions. experience. booking in Europe too.

STAGE: Initial visit STAGES: Global STAGES: Global STAGES: Planning, Shopping STAGES: Planning, Shopping STAGES: Shopping, Booking STAGES: Post-Booking, Travel, Post-Travel STAGE: Traveling

Make your customers into better, Engage in social media with Connect planning, shopping and Aggregate shipping with a Proactively help people deal Communicate status clearly at
more savvy travelers. explicit purposes. booking on the web. reasonable timeline. with change. all times.

STAGES: Global STAGES: Global STAGES: Planning, Shopping, Booking STAGE: Booking STAGES: Post-Booking, Traveling STAGES: Post-Booking, Post Travel

Information Ongoing, Linear Non-linear, but

non-linear process time based
sources

Experience Map for Rail Europe | August 2011

Rail Europe Experience Map
Guiding Principles

Customer Journey

STAGES Research & Planning Shopping Booking Post-Booking, Pre-Travel Travel Post Travel

Enter trips Review fares Confirm Delivery Payment Review & Share experience
RAIL EUROPE Research destinations, routes and products Wait for paper tickets to arrive Activities, unexpected changes
Select pass(es) itinerary options options confirm Follow-up on refunds for booking changes

Destination Look up
pages Change Check ticket Share
time tables E-ticket Print
plans status photos
at Station
Get stamp
Live chat for for refund Web
raileurope.com
questions
Plan with Map itinerary
interactive map (finding pass) Share
experience
May call if Buy additional (reviews)
DOING tickets
difficulties
occur
Kayak, View
Blogs & web/
compare maps apps
Travel sites Print e-tickets
airfare at home Paper tickets Plan/
Web arrive in mail Look up
confirm
timetables Arrange Request Mail tickets
Talk with activities
Google Research refunds for refund
friends travel
searches hotels

• What is the easiest way to get around Europe?
• Where do I want to go?
THINKING • How much time should I/we spend in each
place for site seeing and activities?
• I want to get the best price, but I’m willing to pay a
little more for first class.
• How much will my whole trip cost me? What are my
trade-offs?
• Are there other activities I can add to my plan?
• Do I have all the tickets, passes and reservations
I need in this booking so I don’t pay more
shipping?
• Rail Europe is not answering the phone. How
else can I get my question answered?
• Do I have everything I need?
• Rail Europe website was easy and friendly, but
when an issue came up, I couldn’t get help.
• What will I do if my tickets don’t arrive in time?
• I just figured we could grab a train but there are
not more trains. What can we do now?
• Am I on the right train? If not, what next?
• I want to make more travel plans. How do I
do that?
• Trying to return ticket I was not able to use. Not
sure if I’ll get a refund or not.
• People are going to love these photos!
• Next time, we will explore routes and availability
more carefully.

• I’m excited to go to Europe! • It’s hard to trust Trip Advisor. Everyone is • Website experience is easy and friendly! • Stressed that I’m about to leave the country • I am feeling vulnerable to be in an unknown place in • Excited to share my vacation story with
• Will I be able to see everything I can? so negative. • Frustrated to not know sooner about which and Rail Europe won’t answer the phone. the middle of the night. my friends.
• What if I can’t afford this? • Keeping track of all the different products tickets are eTickets and which are paper tickets. • Stressed that the train won’t arrive on time for my
FEELING • Frustrated that Rail Europe won’t ship tickets connection.
• A bit annoyed to be dealing with ticket refund
• I don’t want to make the wrong choice. is confusing. Not sure my tickets will arrive in time. to Europe. • Meeting people who want to show us around is fun, issues when I just got home.
• Am I sure this is the trip I want to take?
• Happy to receive my tickets in the mail! serendipitous, and special.

Enjoyability Enjoyability Enjoyability Enjoyability Enjoyability Enjoyability

EXPERIENCE Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe

Helpfulness of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe

Opportunities
GLOBAL PLANNING, SHOPPING, BOOKING POST-BOOK, TRAVEL, POST-TRAVEL

Communicate a clear value Help people get the help they Support people in creating their Enable people to plan over time. Visualize the trip for planning Arm customers with information Improve the paper ticket Accommodate planning and

quantitative information
proposition. need. own solutions. and booking. for making decisions. experience. booking in Europe too.

STAGE: Initial visit STAGES: Global STAGES: Global STAGES: Planning, Shopping STAGES: Planning, Shopping STAGES: Shopping, Booking STAGES: Post-Booking, Travel, Post-Travel STAGE: Traveling

Make your customers into better, Engage in social media with Connect planning, shopping and Aggregate shipping with a Proactively help people deal Communicate status clearly at
more savvy travelers. explicit purposes. booking on the web. reasonable timeline. with change. all times.

STAGES: Global STAGES: Global STAGES: Planning, Shopping, Booking STAGE: Booking STAGES: Post-Booking, Traveling STAGES: Post-Booking, Post Travel

Information Ongoing, Linear Non-linear, but

non-linear process time based
sources

Experience Map for Rail Europe | August 2011

Rail Europe Experience Map
Guiding Principles

Customer Journey

STAGES Research & Planning Shopping Booking Post-Booking, Pre-Travel Travel Post Travel

Enter trips Review fares Confirm Delivery Payment Review & Share experience
RAIL EUROPE Research destinations, routes and products Wait for paper tickets to arrive Activities, unexpected changes
Select pass(es) itinerary options options confirm Follow-up on refunds for booking changes

Destination Look up
pages Change Check ticket Share
time tables E-ticket Print
plans status photos
at Station
Get stamp
Live chat for for refund Web
raileurope.com
questions
Plan with Map itinerary
interactive map (finding pass) Share
experience
May call if Buy additional (reviews)
DOING tickets
difficulties
occur
Kayak, View
Blogs & web/
compare maps apps
Travel sites Print e-tickets
airfare at home Paper tickets Plan/
Web arrive in mail Look up
confirm
timetables Arrange Request Mail tickets
Talk with activities
Google Research refunds for refund
friends travel
searches hotels

• What is the easiest way to get around Europe?
• Where do I want to go?
THINKING • How much time should I/we spend in each
place for site seeing and activities?
• I want to get the best price, but I’m willing to pay a
little more for first class.
• How much will my whole trip cost me? What are my
trade-offs?
• Are there other activities I can add to my plan?
• Do I have all the tickets, passes and reservations
I need in this booking so I don’t pay more
shipping?
• Rail Europe is not answering the phone. How
else can I get my question answered?
• Do I have everything I need?
• Rail Europe website was easy and friendly, but
when an issue came up, I couldn’t get help.
• What will I do if my tickets don’t arrive in time?
• I just figured we could grab a train but there are
not more trains. What can we do now?
• Am I on the right train? If not, what next?
• I want to make more travel plans. How do I
do that?
• Trying to return ticket I was not able to use. Not
sure if I’ll get a refund or not.
• People are going to love these photos!
• Next time, we will explore routes and availability
more carefully.

the takeaways
• I’m excited to go to Europe! • It’s hard to trust Trip Advisor. Everyone is • Website experience is easy and friendly! • Stressed that I’m about to leave the country • I am feeling vulnerable to be in an unknown place in • Excited to share my vacation story with
• Will I be able to see everything I can? so negative. • Frustrated to not know sooner about which and Rail Europe won’t answer the phone. the middle of the night. my friends.
• What if I can’t afford this? • Keeping track of all the different products tickets are eTickets and which are paper tickets. • Stressed that the train won’t arrive on time for my
FEELING • Frustrated that Rail Europe won’t ship tickets connection.
• A bit annoyed to be dealing with ticket refund
• I don’t want to make the wrong choice. is confusing. Not sure my tickets will arrive in time. to Europe. • Meeting people who want to show us around is fun, issues when I just got home.
• Am I sure this is the trip I want to take?
• Happy to receive my tickets in the mail! serendipitous, and special.

Enjoyability Enjoyability Enjoyability Enjoyability Enjoyability Enjoyability

EXPERIENCE Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe

Helpfulness of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe

Opportunities
GLOBAL PLANNING, SHOPPING, BOOKING POST-BOOK, TRAVEL, POST-TRAVEL

Communicate a clear value Help people get the help they Support people in creating their Enable people to plan over time. Visualize the trip for planning Arm customers with information Improve the paper ticket Accommodate planning and
proposition. need. own solutions. and booking. for making decisions. experience. booking in Europe too.

STAGE: Initial visit STAGES: Global STAGES: Global STAGES: Planning, Shopping STAGES: Planning, Shopping STAGES: Shopping, Booking STAGES: Post-Booking, Travel, Post-Travel STAGE: Traveling

Make your customers into better, Engage in social media with Connect planning, shopping and Aggregate shipping with a Proactively help people deal Communicate status clearly at
more savvy travelers. explicit purposes. booking on the web. reasonable timeline. with change. all times.

STAGES: Global STAGES: Global STAGES: Planning, Shopping, Booking STAGE: Booking STAGES: Post-Booking, Traveling STAGES: Post-Booking, Post Travel

Information Stakeholder interviews Customer Experience Survey Ongoing, Linear Non-linear, but
non-linear process time based
sources

Experience Map for Rail Europe | August 2011

 Rail Europe Experience Map
Guiding Principles

Customer Journey
PLANNING, SHOPPING, BOOKING POST
STAGES Research & Planning Shopping Booking Post-Booking, Pre-Travel Travel Post Travel

ng their Enable people to plan over time. Visualize the trip for planning Arm customers with information Impr
Enter trips Review fares Share experience
and booking. for making decisions.
Confirm Delivery Payment Review &
RAIL EUROPE Research destinations, routes and products
Select pass(es) itinerary options options confirm
Wait for paper tickets to arrive Activities, unexpected changes
Follow-up on refunds for booking changes expe
Destination Look up
STAGES:
pages Planning,time
Shopping
tables STAGES: Planning, Shopping Change
plans
Check ticket STAGES: Shopping,
E-ticket Print Booking
Share
photos STAGE
status
at Station
Get stamp
Live chat for for refund Web
raileurope.com
questions
Map itinerary
Connect planning, shopping and Aggregate shipping with a
Plan with
interactive map (finding pass) Share
experience
Proa
DOING booking on the web. reasonable
May call if timeline.
difficulties
Buy additional
tickets
(reviews) with
occur
Kayak, View
Blogs & web/
STAGES: Planning, Shopping, Booking Travel sites compare STAGE: Booking Print e-tickets
maps apps STAGE
airfare at home Paper tickets Plan/
Web arrive in mail Look up
confirm
timetables Arrange Request Mail tickets
Talk with activities
Google Research refunds for refund
friends travel
searches hotels

Stakeholder interviews Customer Experience Survey

• What is the easiest way to get around Europe?
• Where do I want to go?
THINKING • How much time should I/we spend in each
place for site seeing and activities?
• I want to get the best price, but I’m willing to pay a
little more for first class.
• How much will my whole trip cost me? What are my
trade-offs?
• Are there other activities I can add to my plan?
• Do I have all the tickets, passes and reservations
I need in this booking so I don’t pay more
shipping?
• Rail Europe is not answering the phone. How
else can I get my question answered?
• Do I have everything I need?
• Rail Europe website was easy and friendly, but
when an issue came up, I couldn’t get help.
• What will I do if my tickets don’t arrive in time?
• I just figured we could grab a train but there are
not more trains. What can we do now?
• Am I on the right train? If not, what next?
• I want to make more travel plans. How do I
do that?
• Trying to return ticket I was not able to use. Not
sure if I’ll get a refund or not.
• People are going to love these photos!
• Next time, we will explore routes and availability
more carefully.

the takeaways
• I’m excited to go to Europe! • It’s hard to trust Trip Advisor. Everyone is • Website experience is easy and friendly! • Stressed that I’m about to leave the country • I am feeling vulnerable to be in an unknown place in • Excited to share my vacation story with
• Will I be able to see everything I can? so negative. • Frustrated to not know sooner about which and Rail Europe won’t answer the phone. the middle of the night. my friends.
• What if I can’t afford this? • Keeping track of all the different products tickets are eTickets and which are paper tickets. • Stressed that the train won’t arrive on time for my
FEELING • Frustrated that Rail Europe won’t ship tickets connection.
• A bit annoyed to be dealing with ticket refund
• I don’t want to make the wrong choice. is confusing. Not sure my tickets will arrive in time. to Europe. • Meeting people who want to show us around is fun, issues when I just got home.
• Am I sure this is the trip I want to take?
• Happy to receive my tickets in the mail! serendipitous, and special.

Enjoyability Enjoyability Enjoyability Enjoyability Enjoyability Enjoyability

EXPERIENCE Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe Relevance of Rail Europe

Helpfulness of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe Helpfulness of Rail Europe

Opportunities
GLOBAL PLANNING, SHOPPING, BOOKING POST-BOOK, TRAVEL, POST-TRAVEL

Communicate a clear value Help people get the help they Support people in creating their Enable people to plan over time. Visualize the trip for planning Arm customers with information Improve the paper ticket Accommodate planning and
proposition. need. own solutions. and booking. for making decisions. experience. booking in Europe too.

STAGE: Initial visit STAGES: Global STAGES: Global STAGES: Planning, Shopping STAGES: Planning, Shopping STAGES: Shopping, Booking STAGES: Post-Booking, Travel, Post-Travel STAGE: Traveling

Make your customers into better, Engage in social media with Connect planning, shopping and Aggregate shipping with a Proactively help people deal Communicate status clearly at
more savvy travelers. explicit purposes. booking on the web. reasonable timeline. with change. all times.

STAGES: Global STAGES: Global STAGES: Planning, Shopping, Booking STAGE: Booking STAGES: Post-Booking, Traveling STAGES: Post-Booking, Post Travel

Information Stakeholder interviews Customer Experience Survey Ongoing, Linear Non-linear, but
non-linear process time based
sources

Experience Map for Rail Europe | August 2011

The Rail Europe used the Journey
Map for:
- Organizational planning
- Surface and prioritize initiatives
- Provides guiding principles that
informs design
It was successful because...
1. Science before adventure
It shows the research and
surfaces the evidence.
2. Experiences and touchpoints
It gives insight to experiences
customers have with your
touchpoints
3. Take everyone with you
It’s a process that takes the
whole team along.
4. Compel action
It’s designed to be a catalyst. It
influences strategy and tactics.
Thank you!