How Journey Mapping
Brings Your Customer’s
Experience to Life
In the age of big data, businesses amass
huge amounts of information on their
customers, but numbers and trends tell
only half the story. Customer journey
mapping connects raw information to
real people, helping companies visualize
the entire lifecycle of their customers
and illustrate how every interaction with
a brand can work together to drive sales
and build loyalty.
EXPERTS PREDICT customer experience will exceed tradi-
tional brand differentiators, like price and product, within
the next three years, making it more important than ever for
companies to understand how to design customer experiences
around the thoughts and motives of their user segments.
Encounters with your brand must capture the customer’s
imagination, help navigate a problem or need, and become an
ongoing part of everyday life. Collectively, those encounters
should work together to deliver an experience so delightful, it
compels the customer to tell others and become "raving fans."
Customer journey mapping is a powerful tool that allows
businesses to make value-driven changes based not on the
operations or sales goals but on the customer. Much like
an infographic, the journey map illustrates the steps and
scenarios in which you interact with your customer and
explores the motivations and obstacles for each of those
engagements. Connecting the dots between segments and
interactions will reveal pain points in the customer expe-
rience and help uncover opportunities for improvement.
Organizations that master the art of customer experience
will emerge winners among their competitors, and journey
mapping is a great place to start.
Building Your Map
Every journey map is different, and there’s no one right way to
build one. To begin the process, start with colored sticky notes
and a dry erase board and follow the next five steps.
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