You need to create a customer journey map for your CX research. What tools should you use?

Miro y Canva si empiezas en el terreno de CX, son amigables y agiles para un dise?o de CJ, esto acompa?ado de un gran trabajo de campo para alimentarlo punto a punto, los Arquetipos son imprescindibles.

You need to have a clear line of sight when it comes to defining the ideal customer journey. What's it that you are trying to solve - Is it information sharing? Is it a complex workflow that's being eased out? These are critical while defining your journey scope and goals. Begin by clearly defining the objectives of your customer journey map. Document the key customer touchpoints, pain points and opportunities you want to explore. Confluence by Atlassian is an effective tool when it comes to defining and documenting scope. Though majority of them still use Google Docs / Sheets for collaborating as well.

Setting objectives is an important step in solving problems or taking advantage of opportunities to improve the shopping experience, which ultimately contributes to the growth of the company. It's not just about short-term goals or customer journey projects, but about building a strong relationship with the customers to achieve their loyalty and fulfill the company's vision

?? CX Journey Mapping: Understand your customers’ experience from start to finish! Lucidchart & Miro: Visualize customer paths with intuitive diagramming. ?? Microsoft Visio: A powerful tool for detailed process mapping. ?? Smaply & UXPressia: Tailored for in-depth CX journey insights. ?? Google Analytics: Track online customer interactions for data-driven maps. ?? Customer Feedback Tools: Integrate SurveyMonkey or Typeform responses for real-life insights. ?? ?? Leverage these tools to create impactful customer journey maps and enhance your CX strategy! #CustomerJourney #CXTools #BusinessStrategy

It all starts with 'Why'. Once you are clear why this is important to you, figuring out the 'How' and 'What' follows naturally. Answering the question, "What do you want to achieve?" paves the way for defining your ultimate objective of the CX Journey Map. Visualize the ultimate objective into a series of sub-goals that need to be accomplished to achieve your final goal. Define boundaries at the start while setting the scope for the activity. A clear-cut communication on what is going to be covered and what isn't helps in alignment with stakeholders. Either focus on a bird's-eye view of the E2E journey by concentrating on high-level phases or delve deeper on specific aspects of the journey based on market trends, your SME and experience.

Qualitative data to inform your customer journey map is no longer a "neat" data variable, it's an imperative. So what's qualitative data? In this context it's the day-to-day interactions that your teammates are having with your customers - the emails, tickets, chats, surveys, call transcripts, and more. I've found everyday interactions are the best source of behavioral indicators by volume, count, and insight. They are the best, and timeliest, predictors of customer health at every stage of the customer journey. They are more informative than telemetry data like usage data (login and session times). Don't get me wrong - usage data is valuable but not necessarily on its own and not without context.

All data variables related to the customer experience are needed to truly curate a meaningful experience. This includes "internal data" captured, like product usage or support tickets, and "external" data, like Voice of the Customer (VOC) and survey data. The best day, in my opinion, is derived from having strong, open and transparent discussions with your key stakeholders (at all levels). This takes time and requires you have a great relationship, but the insight is invaluable.

Qualitative interviews provide deep insight into customer needs, goals, values, thoughts, and emotions. But it takes a skilled interviewer to produce those deep insights in a short conversation between two strangers. If you want the customer to open up, you must build rapport quickly and maintain it throughout the interview. It’s critical to develop a thorough discussion guide before the interviews, but don’t treat it like a script. Listen to what the customer is sharing and employ softening statements and questioning techniques to probe deeper into critical moments. Lastly, employ technology to capture, analyze, and curate the interviews so you can manage the large dataset. We typically have over 25 hours of video for a journey map.

I find that combining different research methods can yield a richer, more nuanced understanding of the customer journey. For instance, while interviews offer depth, combining them with survey data provides breadth. Incorporating social listening can also reveal unfiltered customer opinions and trends. Balancing qualitative and quantitative data sources ensures a well-rounded view of customer behaviors and perceptions.

Once you have the scope outlined, the next step would be to deploy research methods through which the scoping can be strengthened. Using surveys is the best way through which this can be achieved. Giving the freedom to the user to select based on a derivative set of options is one of the ways though which this can be quantified. SurveyMonkey tops this! Traditional methods like Google Forms can also be evaluated.

I have been actively using LucidChart or Draw.IO for having journey maps defined. Miro and Canva are also effective tools when it comes to visualization. Not sure how much of help it does (as I have never used it), but tldraw can also transform sketches / wireframes into UX versions.

Miro is a great tool. Journey maps can often be boring to read for wider stakeholders if its plain. This is one of the best features of Miro where it provides the ability to the user to create graphical and better visualisations of journey maps. I often find it therefore more user-friendly than other tools. Secondly, its a much more collaborative tool enabling better collaboration and brain-storming between different teams.

For creating a customer journey map in your CX research, select a tool that enables you to integrate all customer experiences into one cohesive platform, effectively building a 'customer experience lake'. This tool should allow for the aggregation of various customer interactions and feedback across multiple channels, providing a comprehensive view of the customer journey. This approach will help in identifying patterns, pain points, and opportunities for enhancement, making your CX strategy more effective and data-driven.

It took me a long time to find a tool that I was happy with - here is what I learnt through my journey: When selecting tools, consider the potential for real-time collaboration and feedback. Tools that offer live editing and commenting features can facilitate dynamic discussions and immediate revisions, making the mapping process more interactive and inclusive. Additionally, exploring tools with advanced analytics capabilities can provide deeper insights into customer behaviors and preferences. In my case I standardised on Lucid. But there are some great new emerging ones coming on the market that is worth considering too.

By crafting your customer journey map, the crucial task is selecting tools for data visualization. A plethora of options, ranging from simple to intricate, free to premium, online to offline, exists. When making your choice, weigh factors like ease of use, functionality, collaboration features, integration capabilities, and cost. For instance, Lucidchart is an intuitive online diagramming tool that facilitates creating dynamic customer journey maps. Tableau, renowned for its robust analytics, offers powerful visualization capabilities to represent complex customer interactions. Additionally, Cacoo, a collaborative diagramming tool, is well-suited for team-based customer journey mapping with its real-time editing and commenting features.

Each stage of interaction is critical when it comes to developing an e2e customer journey map. The map should cover all aspects of the customer journey and if there are specific touchpoints that needs to be deep dived; go for it! Develop your customer journey map based on the data collected and gathered from customers. You can start with a template or create a custom map. Include stages, touchpoints, customer emotions, pain points and opportunities.

I find that traditional journey maps linear formats are not how customers behave! So in creating your map, it's beneficial to think beyond traditional linear formats. Consider experimenting with non-linear or web-like structures that better represent the complex, multi-channel nature of modern customer journeys. This can include integrating digital and physical touchpoints in a seamless manner, reflecting the reality of how customers interact with your brand.

O passo a passo abaixo pode ajudar a tangibilizar a prática do mapeamento de jornadas (pode-se come?ar com suposi??es porém evolua para baseá-la em dados): 1) Escolha o ator da jornada: Qual usuário/cliente/colaborador etc precisa ser destacado para se entender a sua perspectiva da história? 2) Defina a escala e escopo: é uma jornada de 2 minutos, 2 horas ou 2 anos? Mapeie os estágios que a comp?e. 3) Crie etapas: Em cada estágio defina a??es que o ator executa. Complemente com artefatos (imagens, gráficos, esbo?os) para tangibilizar. 4) Itere e refine: Convide o ator em quest?o e envolvidos na jornada para detalhar ou refinar partes específicas. 5) Adicione novos níveis de informa??o: emo??es, canais, processo internos e stakeholders

In the process of creating your customer journey map, having selected your tool, now is the time to leverage platforms tailored for this task. Opt for tools that facilitate seamless visualization and collaboration. Smaply, an intuitive online journey mapping tool, allows for easy stage definition, touchpoint integration, and visual representation of customer actions and emotions. Alternatively, JourneyMap is a user-friendly tool with customizable templates, making it efficient for mapping diverse customer interactions. Utilize MURAL, a digital workspace, to collaboratively design dynamic customer journey maps in real-time, enhancing team engagement and insights.

To validate your map, also consider using customer personas as a litmus test. By walking through the journey as different personas, you can uncover potential gaps or pain points that might not be immediately obvious. Iteration should be an ongoing process, not a one-time event, to ensure your map evolves with changing customer needs and market conditions.

Run it past couple of folks internally and externally to understand if all the key aspects have been covered from the journey map defined. Internally, you can use tools like Slack, JIRA for seeking feedback and changes, if need be. Try making the collaboration seamless and not in to and fro EMails.

Real-Time Data Integration: Explore ways to integrate real-time data into your map. This ensures that the customer journey map is dynamic and reflects the current state of customer interactions.

Actively involve customers or prospects by seeking direct feedback on the map's representation of their experiences. Alternatively, encourage them to create their own maps, fostering a valuable comparative analysis. Engage your team and stakeholders through collaborative sessions where insights are shared and contributions are welcomed. Utilize tools like Optimal Workshop, known for usability testing, to gather user feedback on the map's effectiveness. Regularly update the map to incorporate new data and insights, ensuring it remains a dynamic and relevant resource that accurately mirrors the evolving landscape of the customer journey.

Para desenhar a jornada do cliente, s?o usadas várias ferramentas. Mapas da Jornada visualizam cada etapa da intera??o do cliente com o produto ou servi?o. Softwares de CRM coletam e analisam dados dos clientes. Ferramentas de Analytics, como Google Analytics, examinam o comportamento online dos clientes. Pesquisas e feedbacks, incluindo o (NPS), coletam opini?es diretas dos clientes. Ferramentas de Gerenciamento de Projetos, como Trello e Asana, ajudam no planejamento e acompanhamento das fases da jornada. Ferramentas de Social Listening monitoram comentários sobre a marca nas redes sociais. Por fim, ferramentas de Visualiza??o de Dados, como Tableau, facilitam a análise de padr?es de comportamento do cliente.

Please think ways of working first…not tools to initiate your journey mapping ambitions. When it comes to journey mapping, many, including myself, want to focus on the shiny new tool to make our life easier and build crediblity. However, what I have learned is that a tool will only serve to uncover your organizational and cultural gaps related too journey mapping. You will thank me later if you first focus on developing journey mapping frameworks and templates for consistency. In addition, focus on governance such as journey mapping owners, insights owners, and business owners. Implement my suggestions first and a well-sourced tool will transform your organization.

Include Multiple Perspectives: Consider incorporating input from various departments within your organization. Input from sales, marketing, customer support, and product development teams can provide a holistic view of the customer journey. Incorporate storytelling elements into your map to make it engaging and memorable. Narratives can help convey the customer experience in a more compelling way. Remember, the goal is to create a customer journey map that not only serves as a visual representation but also as a strategic tool to enhance the overall customer experience. Regularly revisit and refine your map to ensure its relevance and effectiveness.

Things change and always be ready for the unexpected. Be flexible and have a positive mindset and perspective. These key steps makes you look good as well as your employer.

A journey map helps support teams stay focused and grounded - it’s a living document that helps teams build processes and identify areas of improvement. It is a document that you build from and helps you understand and answer questions such as: ?? What is the desired customer experience end to end? How many steps? ?? What data and experiences are feeding our support report? ?? What are areas of possible friction? ?? What processes do we have? ?? What processes do we need? ?? When are we out of bounds?