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BENEFITS OF DOCUMENT
  1. Understand your customer experience across touchpoints, channels, and relationship stages.
  2. Map people and processes to discrete elements of the customer experience to show what internal groups are accountable.
  3. Identify and prioritize customer experience (CX) and user experience (UX) issues and pinpoint opportunities to improve or redesign your product or service.

DOCUMENT DESCRIPTION

Customer Journey Mapping (CJM) is the process of capturing and communicating complex interactions in order to illuminate the complete experience a person may have with a product or service.

Every customer is on an experience journey, yet many organizations treat each customer interaction as if it is an isolated event. Satisfactory touchpoints may not add up to a satisfactory customer journey. To improve the quality of customer experience, organizations must have a better understanding of customers, gaining greater customer insight and cater to their customer's end-to-end journey.

CJM can be used as part of a business improvement process with potential for both improving the customer experience and reducing the costs of manufacturing a product or providing a service. Industry practitioners of CJM include Starbucks, AirBnB, Nike, Singapore Airlines, IBM and DBS Bank.

In this training presenation, you will learn how to carry out a systematic customer journey mapping process. It includes defining the scope, developing a persona and creating a step-by-step customer journey map.

NOTE: This training presentation includes Customer Journey Mapping templates in Powerpoint format.

LEARNING OBJECTIVES

1. Acquire knowledge on the key concepts of Customer Journey Mapping.
2. Learn about the importance of design personas and how to create them.
3. Learn the key elements of an effective customer journey map and go through the key steps for developing a draft customer journey map for a target customer.
4. Explore ways to improve customer experiences based on moments of truth identified in customer journey maps.

CONTENTS

1. Key Concepts of Customer Journey Mapping
2. Creating Personas
3. Elements of a Customer Journey Map
4. Customer Journey Mapping Process

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Source: Customer Journey Mapping (CJM) PowerPoint document

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Customer Journey Mapping (CJM)

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This business document is categorized under the function(s): Operations   Strategy, Marketing, & Sales  

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File Type: PowerPoint (pptx)

File Size: 13.2 MB

Number of Slides: 91

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Initial upload date (first version): Dec 13, 2018
Most recent version published: Jan 7, 2019

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