Mapowanie ścieżki klienta – customer journey map krok po kroku | Mapa doświadczeń użytkownika

Summary

The video discusses the process of creating Customer Journey Maps, highlighting their importance in documenting and improving user experiences with products or services. It guides viewers through essential elements like actions, emotions, pain points, and touchpoints. The video emphasizes defining the purpose of the map, gathering accurate data, and involving different company departments. It also advises starting small and prioritizing areas that can bring quick improvements. Finally, the video encourages adapting the map format to the specific needs of the company and project.

Takeaways

• 🗺️ Customer journey mapping can take many forms, and there are numerous examples that differ widely.
• 📋 It's crucial to define the goal of the mapping process, whether it’s to document the current state or inspire new ideas.
• 💡 Mapping the customer journey is a tool for improving products and services but won’t solve problems by itself.
• 🎯 Focus on small areas of known issues within the company, prioritizing 'quick wins' that can be easily resolved.
• 🤝 Identify the types of users or customers, as different personas may have significantly different journeys.
• 🕵️‍♂️ Gathering accurate information is essential for a reliable journey map, which can be done through internal research or user interviews.
• 📊 Each step in the journey should include actions, pain points, emotions, and opportunities for improvement.
• ⏳ Time is an important factor to track, especially in processes with long durations like installing products.
• 🏢 Internal ownership (who handles each stage) should also be reflected on the map, ensuring accountability within departments.
• 🛠️ The format and level of detail in journey maps should be tailored to the company’s needs and project specifics.

Q & A

What is the primary purpose of creating a Customer Journey Map?

The primary purpose of creating a Customer Journey Map is to document the current state of a process from the perspective of users or customers, identifying pain points and opportunities for improvement.

What key elements should be included in a Customer Journey Map?

A Customer Journey Map should include actions, emotions, pain points, gains, touchpoints, and opportunities for improving the process.

How can companies benefit from mapping customer journeys?

Companies can benefit by gaining insights into the customer experience, identifying process inefficiencies, and generating ideas for improvement or innovation. It can also help in aligning teams to address customer pain points more effectively.

What should be the first step when starting a customer journey mapping process?

The first step is to answer the question 'Why are we creating this map?' The purpose of the map will shape subsequent steps, such as documenting the current state or using the process as inspiration for new solutions.

How can a Customer Journey Map help when addressing issues in a company?

A Customer Journey Map can help by organizing problems, assigning them to specific teams, and identifying 'quick wins,' which are easier and faster fixes within the company's capacity.

What should companies focus on when starting with journey mapping?

Companies should start by focusing on small, problematic areas where they can find quick, easily fixable wins, and gradually expand to cover larger areas.

What are the challenges of creating a complete Customer Journey Map?

One challenge is that mapping an entire process at once can be time-consuming. It's better to prioritize key areas and gradually expand as needed.

What tools can be used for Customer Journey Mapping?

Tools like Mural, Miro, Figma, or even a simple piece of paper and a pencil can be used for mapping customer journeys.

Why is it important to focus on specific customer segments during the mapping process?

Focusing on specific customer segments is important because different customer types may have significantly different experiences, needs, and pain points, which will affect how their journey is mapped.

What should you do if you don't have direct access to customer data for mapping?

If direct access to customer data is not available, you can gather information internally by speaking to different departments, reviewing customer service tickets, or using internal documents.

Why is it necessary to verify the information in a Customer Journey Map?

Verifying the information ensures that the map is based on reality and not just assumptions. This can be done through customer interviews, feedback, or internal data, making the map more accurate and actionable.

What can be done if mapping a customer journey is taking too long due to internal delays?

In such cases, you can start by gathering information from different departments involved in the process and conduct workshops to collect insights. This way, mapping can proceed while waiting for additional data.