Customer Journey Mapping

When to use Customer Journey Mapping

Use this method when you need to understand the customer experience from their perspective, identify areas for improvement, and align the team on a customer-centric approach.

What it solves

Lack of customer empathy, siloed understanding of customer experience, difficulty identifying and prioritizing areas for improvement.

How to run Customer Journey Mapping, step by step

1. Define the Map's Scope (15 min) - Focus on a single persona, scenario, and goal to avoid a generic map. Ensure you have defined customer personas beforehand.
2. Set the Stage (5 min) - Recap the target persona and the scope of the journey. Share any pre-reading materials a week in advance.
3. Build a Customer Back-Story (10 min) - Brainstorm reasons why the persona is on this journey, grouping similar ideas to create a narrative.
4. Map What the Customer Thinks and Feels (30-60 min) - Plot the journey one action at a time, including questions and decisions. Use different colored sticky notes for each element.
5. Map the Pain Points (10-30 min) - Identify and document pain points at each touchpoint, discussing their impact on the customer.
6. Chart a Sentiment Line (15 min) - (Optional) Plot the persona's sentiment at each touchpoint to visualize emotional changes.
7. Analyze the Big Picture (15 min) - Discuss trends, patterns, areas of confusion/frustration, and opportunities for improvement.

Materials needed

• Whiteboard
• Markers
• Sticky notes
• Timer
• Customer Journey Mapping Template (optional)

Facilitator tips

• Encourage participants to focus on the customer's perspective, not internal processes.
• Use different colored sticky notes to differentiate between actions, thoughts, feelings, and pain points.
• Capture additional context in expands or footnotes within the template.

Common pitfalls

• Creating a map with too many branches and loops. Keep the scope focused on a specific task.
• Delving into too much detail about internal systems. Focus on the customer's experience.

Variations

• Map a future state: Design an ideal customer experience based on customer interviews and data.
• Map competitor journeys: Analyze competitor experiences to find inspiration.

Running it online or hybrid

Use a collaborative whiteboard tool like Miro or Mural to allow remote participants to contribute sticky notes and visualize the journey map.

What it produces

A visual map of the customer's journey, including touchpoints, actions, thoughts, feelings, and pain points.

Origin

Adapted from Atlassian Team Playbook — source

Build a session around Customer Journey Mapping

METODIC places Customer Journey Mapping inside a complete, timed session plan — agenda, worksheets, facilitator guide and slides — matched to your group and goal.

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