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Step 1. Assemble

Put together a core group of stakeholders (not only from their teams, but from others in the company like IT, front line employees, and subject matter experts). Choose stakeholders you feel will be invested in the project and willing to take responsibility.

Step 2. Share The Vision

Communicate the vision for the journey mapping project: a one-day workshop that will result in a set of customer journey hypotheses, which will be tested, refined, and examined for areas of improvement, and serve as living documents that will guide everyday interactions going forward.

Step 3. Plan

Plan for the scope and scale of the customer journeys to be mapped. Update customer personas.

Step 4. Map

Use the plan to set expectations with their stakeholders. During the session, use the updated personas and customer empathy worksheets to establish a stronger connection with customers. In each customer journey map, they include the target customer, a description of all the touchpoints, and what the customer is thinking, feeling, and doing along the way.

Step 5. Validate

After a productive workshop day you have a set of customer journey maps -- but these are really hypotheses, assumptions that need to be tested and validated; not only with real live customers, but with internal teams as well.

Step 6. Improve

Seeing that there are several parts of their customer journeys that need improvement, prioritise where they should focus first. Choose to start with some quick wins that will improve the customer experience while reinforcing the value of journey mapping within the company.

Step 7. Aim High

Once the company sees tangible improvements in key customer metrics, continue to push towards integrating the mapping process into the everyday. They work together to digitize the maps, using them as dashboards for ongoing projects. By assigning an owner to each map, they ensure that the customer journeys will continue to improve. With each passing day, you are closing in on their goal of becoming an industry leader in customer or user experience.