Customer Journey Mapping

Land maps exist to record the actual terrain… not an idealized view of the terrain, the REAL terrain that you will have to traverse- like it or not.

With this real-world understanding of the terrain you can plot the most effective path through it. [Of course, if you fail to identify a cliff or a river on the map, the path you plot may lead to tragedy.]

Customer Journey Maps do the same thing- for the path your customers take.

There are three situations where you need a Customer Journey Map:

Maximizing Existing Product Performance

Here you have a product that is already in the market.
A Customer Journey Map can define all the interaction and communication touch-points you have with customers to understand the tripping points and where you can improve.

Planning a New Product

Here, you want to understand the ins & outs of the customer's world, so the product you design and sell can best meet their needs in the ways they need it to.
This type of Journey Map plots the workflow and experiences of potential customers, to clarify what problems need solving, and what's in their neighborhood.

Launching a Product

Here, you already have a product that you believe solves customer problems and you are getting ready to launch it.
This kind of Journey Map can help you to define the key communication/interaction touch-points so you can plan how you'll influence prospects toward a purchase.

Creating a Journey Map is much easier if you start with a proven, core template then modify it as needed to suit your purpose. This template provides the structure to capture all three categories of information needed:

Context - Goal - Influence

Request the Information Product B2B Journey Map template:

A great way to get a jumpstart on Journey Mapping is by conducting a Workshop. [more info]