Process
Build a customer journey map in five steps
A five-step way to build a customer journey map from real customer conversations. Scope one journey, sketch what the team thinks happens, interview customers at each stage, code the touchpoints, emotions and pain points they describe, then score the pain points and give each top one an owner. Koji can run the stage-by-stage interviews and theme them automatically.
Where this appears
What's in this process
- Define the journey scope: One customer, one goal, one outcome. Write down the persona, trigger, desired outcome and boundaries.
- Sketch a hypothesis map: Spend two hours on a strawman built from analytics, support tickets and sales call notes.
- Interview customers at each stage: Test the strawman against what real customers say, with the same depth of follow-up for everyone.
- Code touchpoints, emotions and pain points: List the touchpoints people mention, the emotional words they use and the moments of truth.
- Visualize, prioritize and assign: Score pain points by frequency, severity and revenue impact, and give each of the top five an owner.
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Free to use in your docs, decks and posts under CC BY 4.0, as long as you credit Koji with a link to this page. To embed it, paste this into your page:
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<a href="https://www.koji.so/visuals/customer-journey-map-five-steps"><img src="https://www.koji.so/visuals/customer-journey-map-five-steps/customer-journey-map-five-steps.png" alt="Process showing five steps to build a customer journey map: define the scope, sketch a hypothesis, interview customers, code the findings and assign owners." width="1200" height="739" /></a>
<p>Source: <a href="https://www.koji.so/visuals/customer-journey-map-five-steps">Build a customer journey map in five steps</a>, Koji</p>
