The Journey Mapping Playbook: A Practical Guide to Preparing, Facilitating and Unlocking the Value of Customer Journey Mapping
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The Journey Mapping Playbook is an accessible how-to toolkit aimed at customer experience and marketing professionals looking for ways to improve customer and employee experience. Using visualisation, templates and case studies this is a practical guide to planning, facilitating and delivering a strategic, supportive and effective journey mapping workshop.
The Journey Mapping Playbook is based on the author’s real-world experience of running hundreds of journey mapping sessions. Understanding the priorities and pain points in customers’ lives is critical to achieve business success. Helping you to nurture better and more profitable customer experiences, this book will help you to:
- Define journey mapping
- Understand why it is commercially important
- Prioritise which journeys to focus on and how
- Decide who to invite and which tools to prepare
- Plan for an effective session
- Make every stage of the journey relevant and purposeful
- Build an ongoing programme
The Journey Mapping Playbook shows you how to understand your customers better, whatever the size or sector of your business.
Why this book
Journey mapping is about documenting and acting on what it’s really like to be a customer. It’s a simple and effective tool used by organisations throughout the world and across every sector. Done effectively and strategically, its influence can be significant. It’s a tangible, very relevant way to capture what customers are doing, thinking and feeling as they interact with us. And by overlaying what else we know from our operational metrics and existing feedback and then by validating it all with customers, we create compelling reasons to change what can be improved and celebrate what’s already great.
A journey mapping workshop is just the start. It can be a fantastic catalyst for driving a customer centric culture. It involves people across all functions who can then act as your customer champions wherever they work. It means business decisions are made in full knowledge of the direct and indirect impact on customers. We can prioritise changes to be the ones that will help us demonstrate our brand promise most clearly and deliver on our purpose. And we can measure how well we do what’s most important to our customers, not just carry out a mechanical audit of our processes.
Journey mapping is a hugely versatile tool that will benefit any organisation of any size and complexity. It can be used to establish the starting point; a common understanding of what today’s experience is really like. Beyond that we can use the frameworks to design future-state and innovative experiences, we can map the journeys of other customers personas and employees.
So if we get it right and make the right, empathetic changes, customers will buy from us again, they’ll be prepared to pay more, buy more and they’ll tell everyone to do the same. We can communicate with them in their language and in a way that’s more relevant and timely. And those involved will learn more about their own business; they will establish informal and formal cross functional working relationships. It stimulates excitement and stories within the business where everyone wants to get involved and support the drive for greater customer centricity.
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