Customer Journey Map

Digital Touchpoints
Touchpoints

Offer to Customers
Email Data

Landing Page Web Service

Paid Content Email

Social Media
Websites
Digital

Search Data Loyalty Program

Community
Mobile App
Online Display Survey
3rd Party Twitter/Social

Consideratio
Awareness Purchase Service Loyalty
n

Call Center
Word of Mouth Mailing
Physical Touchpoints
Touchpoints

Agent & Broker

Direct Mail
Chat

PR
Offer in Invoice
Store & Branch
Ratio or TV
Physical

Managed Earned
 Customer Journey Map

Stages Awareness Consideration Acquisition Service Loyalty

Browser Registers as paying Receives offers for

Wants a news curation Discover landing Does not see Applies filters &
features, gets user, receive activation relevant events,
Steps apps. Planning and page via search,
email, updates
the kind of news tags, sees the
discount for products,
trails, create
analyzing is required compare apps that interests desired news
accounts accounts write review

SMS Notifications
User Experience

In App Purchase

Vendor Partners
Apps Discovery

Personalization
News Releases

Optimizations
Blog Content

Landing Page

Sign Up Page

Product Page

Chat Options
Social media

Engagement

Social Media
All Features
Interaction
Online Ads

Touchpoints

E - Shop

Reviews
Emails
Departments 2 3 4 2 5 4 3

Marketing

Design

Engineering

User Experience

Customer Success
 Customer Journey Map

Stages Pre-sales Onboarding Early Usage Mature Usage Support & Upsell

Sales Call Training and Scope Initial User Major Rollout Support

Steps
Trials Get Setting Develop Super User User Forum Feedback Upsell

Wizard Exam Onboard Intro AM AD Proposal CSAT Call

Touchpoints Phone Website

Scope Training Admin Support Training Scope Forum Support

• Did we answer your • How are we doing ? • How are we performing ? • Are there more feature • Would you recommend us
questions ? required to add on ? based on your experience ?
CSAT Measures • How did we serve your • Is there anything else you
• Is there anything else today ? need ? • Do you have any other • Do you have any other
you need ? question ? question ?
 Customer Journey Map

Contribute to next
Awareness Findability Reputation Conversion
person’s decision

$$

Interest & Search Research Purchase Experience

Awareness
Social / search advertising Organic Search Blogs & Article Website Post Purchase
Email / text marketing PPC Reviews Online booking Expectation vs Reality
Loyalty programs Maps Social Media Purchase via app Social Post
YouTube / Video ads Directories In-store purchase Write a Review
Television or Billboard Apps (GPS) Salesperson Blog
 Customer Journey Map

Research Application Enrollment Onboarding Activated

His sister tells her to Completes and Complete requirement, Watches tutorials, read Uses product for 2
look into XYZ. He submits application. speaking with customer boards & speaks to weeks steadily then
visits website & support once per week. existing customers slowly fails off
locations.

Persona Details

Biography of key
attitudes and
behaviors

Submitted & Success &

Visit XYZ.com App Started Troubleshooting
Scope Summary Response Evaluated

Detail the scope of “There are too many options. I “Excited to get started and be It took to long to upload. “They “The tech support team was
don’t know where to start” more productive” finally contacted me” very helpful”
the journey here

Opportunities
Goals

List the motivation

Improve information Streamline process. Reduce wait time Accelerate time Improve the contextual
driving this particular
on website and Reduce steps and by optimizing to get to first help and cues for
persona within the scope
customer service. take online. internal processes. successful goals. taking next steps
detailed
 Customer Journey Map
Apply Dealing with payment issues Career service & job search

UI payment
Emotional Experience

Digital action log

Mobile responsive Easy job search

Reminders Video chat
Digital checklist

Repeating data
Interaction

Finds out that her

Feels angry, He
Annoyed about it Gets calls to find work search log He goes into the Deleted payment Goes to the career Over time, gets
gets a handout
but calls in weekly out why the hasn’t didn’t qualify walk-in center & Talks to agent and and issues not service office in his help using
sheet telling that Applies for UI. Gets first check.
to request her gotten a second because he dis 3 feels awful and out feels some reliefs. resolved. He feels area & meet staff. JobQuest to find a
how to apply for
benefit. check search's on 2 of place. sad & angry. Feels better job that fits skill.
UI.
days.
People

Walk in center Walk in center Walk in center

HR person DUA call center Career center staff
staff staff staff
Pain points

Communication
Unexpected layoff, Broke links, not and channel Why do I have to
Long waits Not prepared
emotional stress mobile friendly inconsistency. go in ?
Missed calls
 FEELING
Customer Journey Map

Unhappy Hopeful Expectant Anxious Nervous Confident Excited Thankful

PROBLEM RESEARCH FILTER APPLY INTERVIEW ACCEPTANCE FOLLOW-UP

Receives an emails from

Hearing from engineering Searching & filtering job
DOING

Searching for more info about dream job asking for her
friends from other companies application. Reading reviews Applying online to her Interviewing with Accepted to her
engineering job opportunities. experience and review on the
that treat them well, reading from current employees. favorite job application potential employers dream jobs
Finds dream job website website of her new job. Writes
inspiring articles Reaching out to them.
a review.

“Where can I find job

THINKIN

“I hope they get back to “How can I prepare ?” “I did it” “Job review by others on
“Everyone else seems to be which I want ?” “Is there any mention of
me” “How do I make a great “I can’t wait to tell dream job helped me. So I’ll
happy at their jobs” “I hope there’s any great culture by
G

“Does my application stand impression ?” everyone that I got the help others too by writing a
”I don’t feel appreciated here” something out there to employee reviews ?”
out or qualified enough ” “Did I do well ?” job” review.”
me”
TOUCHPOINTS

Social Media Phone

Google Website Website Offi ce Email Website

Word of Mouth Email

Phone

• Ask them to help out

OPPORTUNI

• Have user to fill out • Sent congratulatory

• Have articles & general others for jobs searching
• Advertise our website • Use SEO to ran on Google • A way to reach out previous resume info once & have message when accepted
tips for interviewing • Thanks user for their
TY

with blog posts, video &
review on social media
• Find ways to have many
backlinks to our websites
and current employees it reapply • Ask if she wants to
• Show interviewing dates review
• Change status to Searching • Show user standout with change status to
time & location • Let’s see if review are
competitors by statistics “employed”
helpful
 Customer Journey Map

Stages

STAGE 1 STAGE 2 STAGE 3 STAGE 4 STAGE 5

Steps

Insert more details or Insert more details or Insert more details or Insert more details or Insert more details or
description here. description here. description here. description here. description here.
Feelings
Opportunities

Insert more details or Insert more details or Insert more details or Insert more details or Insert more details or
description here. description here. description here. description here. description here.
 Customer Journey Map

TRIGGER EXPLORATION CHOICE COMPARE TAKE ACTION REVIEW

Need
Need or
or Want
Want How
How ?
? Shop
Shop Plan
Plan of
of Action
Action Purchase
Purchase Good
Good Decision
Decision

Broad Reach Placements, Target Reach Placement, TV Website

TV, Newspaper, Outdoor, (DR), Radio, POS, DR Mail Retail
Online Display Media (CPM) Performance Media, Search

Wasted Media Budget

 Customer Journey Map

RESEARCH
RESEARCH COMPARISON
COMPARISON WORKSHOP
WORKSHOP QUOTE
QUOTE SIGN-OFF
SIGN-OFF
Typical Question

• How do I make an app ?
• What platform should use ?
• How much does it cost ?
• How do I protect my idea ?
Emotions
We Need to…
• What should I look for in
an app developer ?
• Cost vs quality ?
• Who have they worked
with before ?
• How do I know the app
will be successful ?
• Who will be the product
owner/decision maker ?
• How does this compare ?
• What other business
opportunities do I have ?
• Do I really want to take
this leap ?
• What else do I need to do
to set up the business ?
• When will I get me
finished product ?

Get them to really understand Set clear expectation. Keep them

Be present, ensure that we are
found. Give confidence in
us as a company and give
them reason to contact us
Explain process of an app Display why we are the best team
what is involved - that nothing is informed with relevant
development, best practices for the job and justify or pricing
an overnight success. Establish information. Communicate
and show our past success with substantiated information.
that we will be there to guide frequently. Ask for feedback on
stories. Be open, honest. Welcome questions.
them. how we’re doing.
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