Despite so many graphical elements used on the map it is easy to read. The map is comprehensive both in the graphical aspect (the use of symbols, icons, a map key, bubbles, personas) and if it comes to the content (quotes which present attitudes and emotions of customers, detailed information on possible improvements). The authors have enumerated four customer groups and two situations where a given process is used. This a key added value of creating customer experience maps – noticing areas which can sometimes be very easily improved to significantly increase the level of customer satisfaction.īelow map is an example of merging CJM and CEM. What differentiates this map from others is specifying opportunities and possible improvement areas which lead to making customer experience better. The next map is also closer to the Customer Experience Map, mostly because of a general analysis of customer experience, rather than choosing a perspective of a typical representative of a customer group. With the use of the map presented below we can easily identify what opportunities and threats to the positive customer experience we can find in our customer service process – e.g. The difference between these two is that in CEM we analyse a general experience of the customer focusing on the customer service process while in CJM we choose one typical customer and describe his or her experience from the perspective of a specified situation and context. The next tool I’d like to discuss is a Customer Experience Map which is similar to the Customer Journey Map. This is a very good starting point for the detailed analysis to answer a question – which user experience we’d like to change and how? Such analysis of thinking, doing and feeling enables identifying the root causes of negative and positive experiences from using our products. This unusual behavioural approach shows how a previous gaming experience has shaped the awareness and the way of perceiving games by a given user and how it has influenced his decisions. This map also uses a description of a persona but we’ll find more details here, both personal – aims, habits, motivations – and a profile of gaming experience. The second Customer Journey Map that I’d like to discuss is a very simple, but at the same time full of data, analysis of a potential gamer who is a hard-working Financial Director. It’s a great way of taking a quick look at our product or service ‘through the eyes of the customer’. This form of a map is really simple and easy to make – even at a meeting during discussion on ideas or issues. Every step was marked with an emoticon mirroring positive, neutral or negative experience. Outside the circle we’ll find descriptions of every step a person will take for this journey. The next circle is divided into three levels of experience and achieving the goal of travelling. The central part of the wheel includes persona’s characteristics. It is constructed in an interesting and simplified way and shows the analysis of a flight to the New York City. Presented tool is called the “experience wheel”. Let me start with a Customer Journey Map created by LEGO. Today I’d like to present some examples of inspiring maps which differ in their form, level of detail and approach to the issue. In the previous text I described how to create a Customer Journey Map in few easy steps. 10 most interesting examples of Customer Journey Maps 9 September 2015, Doris Wójcicka
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