6 Customer journey mapping examples how ux pros do it e gasoline

What channel(s) have you chosen to analyze your customer experience on? Determine and prioritize it, because this is where all the customer interaction occurs – mobile app, website, or in-store. List the user(s) on the left and their story-ending (end goal) on the right and all the actions in between.” Defining Customer Journey Stages

As is the nature of any model, customer journey maps are simplified. Like user personas, funnels, or any other marketing heuristics we’ve come up with, they aren’t 100% true to reality. Rather, we build models hoping to reflect reality with a certain degree of accuracy, but with the tradeoff that they’re usable and help us make customer-focused product, design, UX, and marketing decisions.

I had the pleasure of speaking to Dr. Chip about customer journey and innovative service metrics. He also offered an example of a customer journey map for “Telephone Repairs,” from the book he co-authored, “Service Magic: The Art of Amazing Your Customers.” Given this was 17 years ago, some things differ, but it’s important to see what is “evergreen” when building a customer journey map.

As the authors wrote back then, “a cycle of service is about what the customer experiences, and examines all Place, Process or Performance issues from their perspective along their journey.” Here’s an example of their model: Phone Repair CJM Screenshot

This is my way of saying get senior leaders in front of customers, walking in their shoes, serving them directly, talking to customers directly about their experiences. It will arm them with more design thinking than the most cutting edge white paper.” 6 Customer Journey Mapping Examples

If you’re still with me here, this is where the fun begins. Let’s get inspired by these companies’ successful customer journey map examples. While some weren’t able to share the entire process due to privacy issues, they did share a specific section in the process… 1. Leadfeeder

For example, a customer’s goal in the Discovery phase is to identify a tool that tracks unknown website visitors. In the Free Trial, the customer finds out how Leadfeeder works. Once the customer buys the subscription, one of their key goals is to obtain worth for their money (accurate access to data). If this is met, then the customer proceeds to the Retention phase, where they want to see return on investment.

As a touchpoint, for example, the top of the funnel consists of 50% of incoming traffic and 35% of free trial conversions from ads. While bottom of the funnel comes from Intercom, where all the new users are offered a free training session, one right away, and the sporadically.

Among top touch points in customer journey are the explanatory video (which is 4 times more likely to convert), and the content displayed (features, pricing, and use cases). Leadfeeder’s Customer Journey Map (click to enlarge) 2. Dapper Apps

“The customer journey focuses on that of a typical startup or someone who comes up with an independent idea. Often corporates and enterprise clients need another stage at the beginning, which I would call ‘EDUCATION’. This is because often enterprise customers are yet to even understand the value of technology being implemented into their business.

We find that no matter how much clients believe they have thought about their app idea, there are always gaps. We use a customer journey map to really understand what our customers are thinking and feeling throughout the process, what resources or information they may require and what actions we need to take to ensure the process is as clear and positive as possible for both parties.”

My friends at NinjaOutreach are an all-purpose influencer marketing tool designed for bloggers, startups, small businesses, digital marketers, agencies, and large brands. Their customer journey map is quite complex and consists of several phases. Below, Viktor Popovski from NinjaOutreach described one of the phases: Day 3, which translated into an email message based on the following assumptions:

“The company needs to do this early enough in the cycle, so that afterward the user still has time to experience the full benefits of the software, while at the same time not making the invitation too early, otherwise it will exhaust the company’s resources and interrupt the natural user engagement flow such that they do not make the personal commitment in the application necessary to be successful with it.

As a result, the ‘Day 3: Are You Having Problems’ email is intended to focus on the subset of users in NinjaOutreach who have not yet experienced the full benefit of the app (have not created a list of prospects) and are perhaps on the verge of becoming completely disengaged.

The service we offer is to create a list of prospects for them, and users often jump at this offer. We collect the necessary data, i.e., who they are targeting, and promise to fill their list with around 50 prospects in 24 – 48 hours. After going through the process, ourselves, we can describe to the user the different search techniques that we used to build the list, to empower them with the knowledge they will need to do it themselves.” Click to enlarge 4. IdeaRocket

William Gadea, Creative Director and Founder at IdeaRocket LLC, a provider of animated videos for businesses, says that “most of our lead generation comes from SEM, and we feel that the search term can be a clue for where in the Journey the searcher is.”

“Our customers have specific needs, and we have structured our website with targeted, problem-solving solutions,” says Robert Mening, the founder of WebsiteSetup. “For example, if someone wants to know the answer to a question such as “Is it hard to create my own website?” he/she could end up on one of our resource pages that talks about how to setup a website or a WordPress blog.”

Robert also shared some stats regarding social media and the customer journey map. Social is the main acquisition channel for the site, so the inflection points of the customer journey often start here. This focuses on post-click engagement metrics like pages/visit and bounce rate, but gives a good proxy as to the success of specific channels. It also includes the inquiries and search terms as mentioned above (for the problem/solution fit): Click to enlarge Conclusion

Customer journey mapping is a complex process. As you can see from the examples and interviews above, there is no one-size-fits-all model. Instead, customer journey maps, like user personas, should be backed by data and user research, but ultimately they need to be usable/actionable for your specific purpose.