Customer Journey Mapping


Rebecca and I have talked stepping in our customers’ shoes for years as a way to think about customer service, customer experience, and “delighting them” as Tom Peters used to say. Rebecca ran across this article on mapping out customer experience and wished she’d written it. We thought we’d share part of it, but do have a look at the full thing: Mapping Out Customer Experience Excellence: 10 Steps to Customer Journey Mapping @

“A quick guide to customer journey mapping

This allows us to step into the customer shoes. It shows us the customer’s perceptions and the larger context in which we play a part. It lets us be emerged in their world, their reality. Get a deeper insight into customer needs, perception, experience and motivation. It will answer questions like: What are people really trying to achieve? How are they trying to achieve this? What do they use and in what order? Why do they make a choice? What are they experiencing, feeling, while trying to reach the desired outcome? A customer journey map is built up layer by layer. We start ‘above water’, with the customer and slowly dive deeper and deeper into the organisational structures and context. The tool can be used with customers or management, employees and other stakeholder or, even better, in a mix. A customer journey map (e.g. used by front-office employees) in its simplest form will contain the following: Context or stakeholder map. We list all stakeholders and we order the

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