How do you integrate CJM with other frameworks such as service design and UX design?

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Customer journey mapping (CJM) is a powerful tool for understanding and improving the experiences of your customers. But how do you integrate CJM with other frameworks such as service design and UX design? In this article, we will explore some of the benefits and challenges of combining CJM with other approaches, and share some practical tips for creating a holistic and effective customer journey strategy.

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1 What is CJM and why is it important?

CJM is a process of visualizing and analyzing the interactions and emotions of your customers across different touchpoints and channels. By mapping out the customer journey, you can identify the pain points, gaps, and opportunities for improvement in your products, services, and processes. CJM can help you align your team, communicate your value proposition, and create a customer-centric culture in your organization.

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John Doss

I guide leaders at mid-sized, growth and startup firms to sustainable growth and operation innovation using AI-driven data insights for new opportunities, optimized processes and delivery of measurable business outcomes.
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Customer Journey Mapping (CJM) is a visual representation of the customer’s experience with a brand, product, or service. It outlines each step a customer takes, from initial awareness to post-purchase interactions. CJM is crucial as it helps organizations understand customer needs, pain points, and emotions at various touchpoints. This understanding enables businesses to enhance customer satisfaction, improve retention rates, and identify opportunities for innovation. By mapping the customer journey, organizations can create more empathetic and customer-centric strategies that drive loyalty and growth.

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Melissa King

Senior UX Researcher
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The customer journey may differ based on your customer types. You may find yourself needing to make multiple CJMs for each customer type to achieve a clearer set of goals and pain points based on the touch points in their journey. This leads to a better understanding on which problems you need to solve for each customer type across their touch points.

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2 How does CJM relate to service design and UX design?

Service design and UX design are two other frameworks that focus on creating meaningful and satisfying experiences for your customers. Service design is a holistic approach that considers the entire ecosystem of a service, including the people, processes, resources, and environments involved. UX design is a more specific approach that focuses on the usability, functionality, and aesthetics of a digital product or interface. CJM can complement both service design and UX design by providing a deeper and broader perspective on the customer journey, and by revealing the connections and dependencies between different touchpoints and channels.

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John Doss

I guide leaders at mid-sized, growth and startup firms to sustainable growth and operation innovation using AI-driven data insights for new opportunities, optimized processes and delivery of measurable business outcomes.
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CJM, service design, and UX design are interconnected frameworks that collectively enhance the overall customer experience. Service design focuses on creating and optimizing the processes and interactions that make up a service. It considers the entire service ecosystem, including people, technology, and infrastructure. UX design, on the other hand, is centered around the usability and functionality of digital products and interfaces.

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3 What are the benefits of integrating CJM with other frameworks?

Integrating CJM with other frameworks can bring several advantages to your organization, such as creating a shared vision and language for your team and stakeholders, improving your understanding of customer needs, goals, and emotions, and generating more ideas for innovation and improvement. Additionally, CJM can help you evaluate the impact and value of your solutions and align your strategy with customer expectations and satisfaction.

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Timo Loescher

Transforming Insurance with Decision Intelligence
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Customer Journey Mapping, on its own, doesn't do a whole lot for your customers or business. It serves as a focus, identifying where the user's journey needs attention. It's only when combined with further analysis (service design - what are we doing in our service ecosystem to cause this pain) and empathy-driven creative solutioning (design thinking - how might we solve this problem?) that we can convert the insights into action

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John Doss

I guide leaders at mid-sized, growth and startup firms to sustainable growth and operation innovation using AI-driven data insights for new opportunities, optimized processes and delivery of measurable business outcomes.
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Integrating CJM with service design and UX design offers several key benefits: Holistic View of Customer Experience: Enhanced Collaboration: Increased Efficiency and Consistency: Data-Driven Decision Making: Proactive Problem Solving:

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4 What are the challenges of integrating CJM with other frameworks?

Integrating CJM with other frameworks can also present some challenges, such as balancing the scope and depth of research and analysis, managing the complexity and diversity of data and sources, selecting the right tools and methods for your purpose and context, communicating and collaborating across different disciplines and departments, and implementing and sustaining changes and recommendations from journey maps.

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5 How can you integrate CJM with other frameworks effectively?

To ensure successful integration of CJM with other frameworks, it is essential to define objectives and scope in alignment with business goals and customer needs. Involvement of customers, team, and stakeholders is necessary for co-creation of journey maps. A mix of qualitative and quantitative data and methods should be used to capture the customer journey from various perspectives. It is important to use a common format and language for journey maps and other deliverables. Furthermore, validating and iterating journey maps based on feedback and testing is necessary, as well as sharing and presenting findings in an engaging and actionable manner. Lastly, monitoring and updating journey maps regularly should be done to track performance and outcomes.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Mashall Morel

Senior Product Manager | Customer Journey Management | Customer Experience & Marketing
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Customer Journey Mapping (CJM) uncovers opportunities by showing how customers feel at each stage. Meanwhile, UX and service design bring the experience to life. While CX captures the overall journey, UX zooms in on flow-level interactions—whether digital, IVR, or in-store—identifying areas to simplify and enhance. But design alone can’t create a best-in-class experience. The behind-the-scenes elements, like processes, business rules, and technology, are essential for reliability and consistency, making every interaction seamless and dependable.

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How do you integrate CJM with other frameworks such as service design and UX design?

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1 What is CJM and why is it important?

2 How does CJM relate to service design and UX design?

3 What are the benefits of integrating CJM with other frameworks?

4 What are the challenges of integrating CJM with other frameworks?

5 How can you integrate CJM with other frameworks effectively?

6 Here’s what else to consider

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