Customer Journey Map Workshop

Summary

In this video, the focus is on the customer journey map workshop, where teams align on understanding the customer experience. The workshop helps identify pain points, gaps, and opportunities by mapping out the customer's journey across stages like awareness, research, selection, delivery, and follow-up. Key elements of the map include customer actions, thoughts, touchpoints, pain points, and opportunities. Facilitators guide the group through brainstorming and collaboration, ensuring a productive session. The map is a dynamic, evolving document that drives product improvements and insights, making it an essential tool for creating customer-centered products.

Takeaways

• 😀 A customer journey workshop helps create a common understanding among team members, identifies gaps in the customer experience, and uncovers new opportunities.
• 😀 Before starting the workshop, identify your primary persona, focusing on one or two key customer profiles.
• 😀 Gather as much research as possible from sources like customer satisfaction surveys, support logs, and other previous research to guide the workshop.
• 😀 Assemble a team with people from key functional areas of your business, but avoid having more than eight participants to maintain productivity.
• 😀 Prepare materials like a template for the customer journey map, sticky notes, and markers for the workshop.
• 😀 A customer journey map template typically includes stages like awareness, research, selection, delivery, and follow-up.
• 😀 Each stage of the journey map should highlight customer behaviors, thoughts, touchpoints, pain points, and opportunities.
• 😀 The facilitator plays a crucial role in encouraging collaboration and keeping the workshop on track, guiding the team through each stage of the journey map.
• 😀 The customer journey map should be a living document that evolves as the product or service matures and should be displayed prominently in the office.
• 😀 After the workshop, convert the sticky notes into a shareable document to keep everyone aligned and informed.
• 😀 The customer journey map is a key tool for driving product roadmaps, addressing customer pain points, and identifying new opportunities.

Q & A

What is a customer journey workshop?

A customer journey workshop is a process where the steps a customer takes, along with the touch points and their feelings toward a product or service, are mapped out. The workshop helps companies identify gaps in customer experience and explore potential opportunities.

What are the three main objectives of a customer journey workshop?

The three main objectives are: 1) Facilitate a common understanding among team members, 2) Identify gaps in the customer experience, and 3) Explore new opportunities to improve the product or service.

What should be the primary focus when choosing personas for a customer journey workshop?

The primary focus should be on one or two main personas that represent the core customers of the product or service, rather than focusing on many personas with varying demographics.

What type of research is helpful to gather before conducting a customer journey workshop?

Helpful research includes customer satisfaction surveys, support logs, analytics, competitive intelligence, as well as qualitative research like interviews, contextual inquiries, surveys, and diary studies.

How many team members should ideally participate in the customer journey workshop?

Ideally, a customer journey workshop should have no more than eight participants to maintain productivity and avoid derailing the session.

Why is it important to have a facilitator in a customer journey workshop?

The facilitator plays a crucial role in guiding the group, encouraging collaboration, keeping the meeting on track, and ensuring that the customer journey is mapped out efficiently and effectively.

What are the key stages in a customer journey map?

The key stages are: 1) Awareness, 2) Researching, 3) Selection, 4) Delivery, and 5) Follow-up.

What should be included in the 'touch points' section of the customer journey map?

The 'touch points' section should document all points of interaction between the customer, the product, and the company, such as messaging, communication channels, or any digital or in-person interactions.

What are the goals when identifying customer pains in the customer journey map?

The goal is to identify challenges or frustrations customers face at each stage of their journey, with the intention of addressing these pains and finding solutions to improve the overall experience.

How should the findings from a customer journey workshop be used after the session?

After the workshop, the findings should be converted into a shareable document. The customer journey map is a living document, meaning it should evolve as the product or service matures, and it should be prominently displayed for ongoing reference.