How Customer Journey Mapping can help you

Sara Doltz

Customer Journey Maps help businesses to understand how their services are perceived and used by users. It's an excellent tool for focusing on the customer’s needs instead of non-value-adding decisions and actions.

A customer journey map is a visual model that describes over time the relationship between an individual (customer) and a system, service or product – but this work method can also be used to take a holistic view of the brand. It highlights the user perspective and puts the service in a context of people in their lives.

This helps the business to understand how their service is perceived and used at all levels, in both digital and analogue contact interfaces. With this knowledge, the organisation can then make better decisions about which changes need to be made in order to create a better, more competitive product/service, by highlighting opportunities for innovation. It is not just about how the product is designed, but can just as equally be about how the organisation, infrastructure and communication are working. It’s an enjoyable and challenging journey!

Hanna Johansson, UX Strategist at inUse, has spent many years working with customer journey maps and likes the concept.

Why should people use Customer Journey Mapping – when is the best time? 
“Mediocre experiences are created every day. Businesses don’t understand their customers or ignore them unintentionally – it’s very common. Internal politics are more important than users’ needs. With the aid of customer journey maps, you can make better decisions about change in order to increase satisfaction among your customers in their contacts with you, whichever channel or contact interface is involved.”

Hanna is responsible for the Customer Journey Mapping course at inUse.

“There will be plenty of time for exercises during the sessions. The course is designed to answer the questions: What is it? How do you do it? and What do you use them for? We’ll be starting with a fictional case study during the exercises, but there will also be scope to relate to your own everyday situation and share experiences within the group, which is usually appreciated.”

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