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What are the best ways to assess creative customer journey mapping skills?

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Creative customer journey mapping is a skill that helps you design and deliver engaging experiences for your target audience. It involves creating a visual representation of the steps, emotions, and touchpoints that customers go through when interacting with your brand, product, or service. But how do you assess the quality and effectiveness of your creative customer journey mapping skills? Here are some best practices to follow.

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1 Define your goals and criteria

Before you start mapping your customer journey, you need to have a clear idea of what you want to achieve and how you will measure your success. What are the objectives and outcomes of your project? Who are your personas and segments? What are the key stages and actions of your customer journey? What are the pain points and opportunities for improvement? How will you track and evaluate your results? Having a well-defined scope and framework will help you focus your creative efforts and assess your progress.

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Susan Coelius Keplinger

CEO at Force of Nature | Performance Marketing at Scale
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In my experience, defining clear, specific goals is crucial for effective customer journey mapping. For instance, in a project aimed at improving online shopping experience, our primary goal was to reduce cart abandonment rates. We set criteria like understanding the emotional state of customers at each step, identifying pain points, and pinpointing moments of decision-making. This focus helped us tailor the journey map more effectively to address these specific issues.

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2 Use a variety of tools and methods

There is no one-size-fits-all approach to creative customer journey mapping. Depending on your goals, resources, and preferences, you can use different tools and methods to create and communicate your maps. For example, you can use online platforms, software, or apps to create digital maps, or you can use paper, pens, sticky notes, or whiteboards to create physical maps. You can also use different formats, such as linear, circular, or matrix maps, to represent different aspects of your customer journey. The key is to use the tools and methods that suit your needs and help you express your creativity.

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3 Involve your stakeholders and customers

Creative customer journey mapping is not a solo activity. It requires collaboration and feedback from your stakeholders and customers. You need to involve them in the process of creating, validating, and refining your maps. You can do this by conducting interviews, surveys, focus groups, or workshops with them, or by inviting them to co-create or review your maps. By engaging your stakeholders and customers, you can gain valuable insights, perspectives, and ideas that can enhance your creative customer journey mapping skills.

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4 Experiment and iterate

Creative customer journey mapping is not a one-time task. It is an ongoing process that requires experimentation and iteration. You need to test your assumptions, hypotheses, and solutions with real customers and data, and measure their impact and performance. You also need to update your maps regularly to reflect the changes and trends in your market, industry, and customer behavior. By experimenting and iterating, you can learn from your failures and successes, and improve your creative customer journey mapping skills.

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5 Seek inspiration and feedback

Creative customer journey mapping is not a closed system. It is influenced and inspired by the external environment and the best practices of others. You need to seek inspiration and feedback from different sources, such as competitors, peers, mentors, experts, or online resources. You can also benchmark your maps against industry standards or best practices, and identify your strengths and weaknesses. By seeking inspiration and feedback, you can broaden your horizons, challenge your assumptions, and sharpen your creative customer journey mapping skills.

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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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Casey L.

Creative and Strategy Director
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To assess creative customer journey mapping skills, review their previous maps for clarity and detail in identifying touchpoints and customer emotions. Test their abilities with a scenario-based task, evaluating their understanding of customer personas and problem-solving capabilities. Assess their analytical skills in utilizing data, their proficiency with mapping tools, and their communication effectiveness in explaining complex maps. Observe their innovation in mapping, ability to collaborate and incorporate feedback, and their approach to optimizing the journey post-implementation.

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Casey L.

Creative and Strategy Director
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To assess creative customer journey mapping skills, review their previous maps for clarity and detail in identifying touchpoints and customer emotions. Test their abilities with a scenario-based task, evaluating their understanding of customer personas and problem-solving capabilities. Assess their analytical skills in utilizing data, their proficiency with mapping tools, and their communication effectiveness in explaining complex maps. Observe their innovation in mapping, ability to collaborate and incorporate feedback, and their approach to optimizing the journey post-implementation.

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What are the best ways to assess creative customer journey mapping skills?

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3

4

5

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1 Define your goals and criteria

2 Use a variety of tools and methods

3 Involve your stakeholders and customers

4 Experiment and iterate

5 Seek inspiration and feedback

6 Here’s what else to consider

Creative Strategy

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What are the best ways to assess creative customer journey mapping skills?

1

2

3

4

5

6

1 Define your goals and criteria

2 Use a variety of tools and methods

3 Involve your stakeholders and customers

4 Experiment and iterate

5 Seek inspiration and feedback

6 Here’s what else to consider

Creative Strategy

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