Annual Conference Reporter on the Scene: Step Back to Move Forward: Developing Customer Journey Maps
Crafting a customer journey – reflecting both practical and emotional behaviors and attitudes – can illuminate more nuanced marketing and product development path for our clients. In this session, Aliza Pollack of Aliza Pollack Consulting, elegantly and patiently unpacked the steps required to create a customer journey.
There are five key steps to creating a customer journey map: Benchmark, Discovery, Synthesis, Visualize and Action Plan.
- Benchmark: is essentially a stakeholder's download, in order to identify who the client team is, what they already know, and how they view the issue at hand. This step can be achieved in many ways, including using stakeholder interviews, client workshops, online surveys, etc.
- Discovery: is finding out what motivates the customer. This step ideally involves in-depth interviews with current users, lapsed users, as well as non-users of the brand, service, or category in question.
- Synthesis: is about analyzing the information acquired during the Discovery phase. The idea is to use the learnings in order to put the customer journey map together in a way that helps the client the best.
- Visualization: is about bringing the journey map to life, often using visuals / graphics – the final output could take several forms, e.g. poster, podcast, video, etc. Aliza often uses a designer to create the final map.
- Action Plan: is taking the created map and thinking about how to best utilize it. This step often takes the form of a client workshop led by Aliza, where the customer journey map results are debriefed and reviewed, and the client team discusses next steps.
Putting it into practice:
After this session, the creation of a Customer Journey Map is yet another qualitative service that I can now offer my clients, and in doing so, add value to their business.
The process of creating a journey map is imperfect, in that we are trying to shore up consumer's memory. As a result, we should do whatever we can to tap into the key journey moments in real time, through utilizing research techniques such as shop-alongs, respondent diaries, ethnographies, mobile research, etc.
Aliza was incredibly generous, precise, open and good-humored in delivering this session. She was able to answer multiple questions and better guide the audience through the process, making sure that attendees walked away with a clear understanding of what it takes to create a Customer Journey Map. Thank you Aliza for a great presentation :)
QRCA Reporter on the Scene:
The Thought Bubble