Customer Journeys show you, through the eyes of your customer, how people make progress. Use journeys to map out the experiences your customers have. A great way to map a Journey is to do it together with your customers. Regardless if you are doing it inside-out (no customers involved) or together with a group of customers, here's a few steps to get started with journey maps, using the circular editor.
Step 1: Build Customer profiles using Persona
Data about your customer forms the basis of your map. Generally speaking, this data will come from two places: direct feedback and customer analytics.
Your potential and current customer base are likely made up of many different Persona. And your customer journey map needs to account for this.
Learn more about creating a Persona here
Step 2: Define general phases
Customer journeys are generally split into phases.
There are various ways of mapping the customer journey at a general level. We start with 'Before, During, and After' but you can customise the phases so they make sense to your customer's experience.
Step 3: Plot all the different steps in every phase.
What are the customer goals, needs, desires, etc., for each general stage of the customer journey? This is where your customer profile comes into play again.
All of the information you gathered for each part of the customer journey through user feedback and data analytics come into action here. Customer goals are an essential part of the customer journey map.
Pro tip: Don’t be afraid of getting your hands dirty when collecting data. Direct customer feedback is invaluable. Other qualitative research methods, such as watching videos of users interacting with your store, listening to customer service recordings, and connecting with customers via email, are all good strategies at this point.
Step 4: Identify details in each phase
Outline all details – every way a customer might interact with your brand – every step of the way.
Many businesses approach this stage too narrowly. It’s essential to account for all possible details, not just your website.
TheyDo helps you to account for all the following details on each step:
Tags - quickly categorise steps together
Persona actions - Adding what people do in each step
Relations - Link to other steps in this journey or another
Observation - What do you see that people do?
Quotes - Add quotes you overheard that are relevant
External link - Link to a data source or another platform
Attachment - Upload images to visually show what people do
Solutions - Connect existing solutions or add your ideas to improve this step
Step 5: Create empathy arcs
By adding the mood to each persona's action, TheyDo generates an empathy arc. Basically, we show the mood in a graph, connecting each of the steps. If you have multiple personas, TheyDo shows you the graphs for each persona individually but also aggregated. You can toggle this on or off in the linear view.
Step 6: Identify Moments of Truth
Moments of truth occur when a customer makes an important decision. A critical moment of truth is when a prospect decides to buy.
So when do these typically happen in your customer journey? Moments of truth are highly significant in e-commerce. Use the Star icon to identify a moment of truth.
There is usually at least one moment of truth associated with each stage of the customer journey.
Here are a few suggestions of the most common moments of truth:
Discovery – The moment a prospective customer decides to engage with your brand for the first time.
Purchase – When a customer buys an item.
Experience – When a customer uses the product and forms an overall impression of your brand and service.
Loyalty – When a customer decides to re-engage with your brand and become a repeated buyer.
The next step is to start making journeys actionable.
See this article on how to Get started with Opportunities and turn insights into action.