The 9 key steps of customer experience (CX) journey mapping
A CX journey map can be created by predicting the respective behaviours of different personas, based on data collected by research, across the different channels and touchpoints determined by emerging ideas that come about through comprehensive and swift teamwork. Now, we are going to analyse the CX journey mapping process in 9 steps by using basic concepts.
While mapping customers’ relationships with a brand or its products and services, it is first necessary to slot the milestones of the CX journey — that is, to identify some specific constants. These milestones can be scaled up to accommodate various needs, but any and every CX journey map must include these five assessment criteria as a base:
● Timeline: Important turning points that map the changes in customer relations with the brand over time.
● Personas: Half-imaginary characters, typifying basic personal features of a wider customer group, based on data collected from user research, combined with web analytics.
● Emotion: Symbolic representation on the mood line of a customer’s emotional landscape at the moment of interaction.
● Channels: Entire vehicles of customer interaction and touchpoints with the brand.
● Touchpoints: Any and every moment of customer actions and interactions with the organisation or its products.
