Customer Journey Maps, how to work them?

The maxim of all those who work in user experience is to make life easier for our users. Working positioning our users in the center makes us empathize and worry about them.

The customer journey maps have the same basic rule; focus on our users. For this, is fundamental to do initial research and having done people’s techniques. With the information that shows the point of view of the different users we can create more adequate customer journeys.

For something you have to start and then enrich, so I share with you a template type of Customer Journey Map that maps basic points and that you can take as a reference. I insist and it is important to understand it, it is not the key that opens all the doors, it takes this template only as an example since it is not an absolute truth and you can map customer journey with other attributes. The examples and techniques serve as a guide but you can create a new model without any fear and you will surely achieve your goals.

What is each of the items reflected in this template?

• The Etapas are the phases through which our user will pass, they are not always the same, depending on the project and the findings obtained in the technique of people. An example would be: discovery, first contact, purchase or search, purchase and use. Only by knowing each of the stages that a customer goes through in his purchase process, is it possible to understand what he feels with each interaction.
• Actions or Acciones carried out by users in each stage such as: search in google, physical visit to store, comparison of prices, search for comments on social networks, etc.
• The touch points or points of contact are the moments where the user has a direct relationship with the company, it can be through social networks, attended in a physical store, call to the call center, sending a form, etc. some interrelationships are repeated in the contact between the company and the user. So it is necessary to recognize and control them to start with a relationship as favorable as possible: website, mobile app, mail … give the keys to identify which are most appreciated by customers.
• Las tareas or tasks are those actions to be carried out by the users who buy the product or service.
• The Sentimientos or feelings is the analysis of the emotions of the users generated throughout the customer journey, leaving evident the points of contact that generate friction, satisfaction, the moments that are preferred by the users and have to be reinforced, etc. understand what it is that attracts / disturbs / scares / captivates the user in each phase of their process is the key to improving their experience and relationship with the brand.
• Stakeholders are not always reflected in the customer journeys and reflect all the people involved in each moment
• Oportunidades or the opportunities detect the points that can be key for the conversion of a user and that have to be taken advantage of by the company. Each point of contact is an opportunity to understand the client, to know him and therefore offer him a better service. Expectations must always be satisfied, because not reaching them supposes not making the client’s experience consistent.
• Ideas / Solutions exemplify how to take full advantage of the opportunities detected or how to solve the points of friction detected for users