Journey mapping, as the name implies, is an end-to-end visualization of a customer's relationship with a business, or journey. Typically, a journey map starts with a potential customer becoming aware of a business and ends with the customer either exiting the relationship, or returning and continuing to do business. How a customer gets there, however, is unique to your company and industry.
Spine story. The first step in creating a journey map is creating the "spine". The spine is made up of the key stages of your customer's journey. This length and level of complexity varies from company to company, but it is important to note that journey maps are not always linear.
- The individual stages can feed into and affect other stages, and should not be interpreted as standalone.
- Your company website
- Social media
- Marketing materials
- Sponsored events
- Pain points: Touchpoints where a customer encounters challenges or where a business does not adequately meet customer expectations.
- Moments of delight: Essentially the over-performing sibling of the pain point, moments of delight are touchpoints where a business is doing a good job or exceeding customer needs.
- Moments of truth: These are the touchpoints that are the most important as they have a major and/or long-term impact on customers.