Instructions for filling out the Customer Journey Map
Here’s short legend to understand the customer journey map better. To fill in the
template, you can start with the customers stages and move down from there in this
given order.
Stages: High level stages of your company’s customer journey from awareness to the
purchase to loyalty and advocacy.
Customer actions: What does your customer do in different stages of the customer
lifecycle?
Customer goals: What does the customer want to achieve in each phase of the
customer journey? What is your customer’s job to be done
in general and how it shows in
different stages?
Touchpoints & channels: What channels and touchpoints act as the points of
interaction between the customer and the organisation?
Experience: How well do you fulfil the customer expectations? What is the perceived
level of customer experience? You can also describe thoughts and feelings here.
Business goal: What is your company trying to achieve here? What is success in each
point of the journey from a company’s point of view?
KPI: Measuring your business goal. How well are you doing in each stage business-wise?
Are you improving toward your business goal?
Organisational activities: What does your organisation do to support and improve
customer experience in each stage?
Roles responsible: What roles or departments are responsible for the customer
experience in each stage of the journey?
Visit our blog for more Customer Experience insight. You can sort the posts by relevance.
https://www.columbiaroad.com/blog
