Every marketing plan should have several customer journeys maps, or what Megan Grocki, Director of Customer Insights for NASDAQ, calls "visual interpretations of an individual's relationship with an organization, product, service, or brand over time or across channels."
Customer journey maps evaluate "what ifs" and should be composed of personas, timeline, customer emotions, and more.
There are several ways to map a customer journey, including this YouTube video from Grocki, where she outlines nine specific steps:
- Review the goals - assess the desired outcomes for your products and services
- Gather the research - include interviews, surveys, analytics, social media feedback, etc.
- Generate a list of customer touchpoints - make sure to include the corresponding channels of customer interactions
- Put together an empathy map - depict different personas and their experiences in various scenarios
- Brainstorm "with lenses" - use words that represent key concepts/brand attributes to assess problems from all angles
- Complete an affinity diagram - organize and find cohesion in team ideas to find the right solutions
- Sketch the journey - gather all the team ideas and turn them into a visual representation
- Refine and digitize - find other creative ways to turn your map into an artifact
- Share with zeal - display your customer journey maps in prominent areas
If Grocki's video isn't enough, check out the Customer Experience Journey Mapping Toolkit, a different approach that's still a very comprehensive set of steps and tools.
Still need more guidance? Read this third piece, All You Need to Know About Customer Journey Mapping, to learn why customer journey maps are important, how to research relevant info, and how to present them.
You'll be an expert in no time.