Unfortunately, just having a workflow doesn't necessarily mean it's working to the letter. Worse, customers know when things aren't working as they should: service gets slower, errors happen more often, and the overall experience isn't perfect.
So it's not just about having a workflow, it's about implementing it correctly. And for that to happen, you need to understand your processes from the other side, seeing how each step directly affects your customers. And the best way to do that is through a customer journey map.
What is a customer journey map?
According to Harvard Business Review, a customer journey map is “a diagram that illustrates the steps your customers go through when engaging with your company.” It can be as varied as your company—it can relate to products, services, or even online experiences.
Creating a customer journey (and workflow) map requires knowing who you’re selling to and what processes go into the final product. This chart, in particular, will help you understand how your customers’ goals align with how you present your company through advertising, branding, and processes.
Of course, your customer journey map will be as simple or as complex as your actual business. It will need to include details like customer motivation, triggers, emotions, challenges, and best possible outcomes. The map should include:
Customer profiles
Customer goals
Touchpoints
Workflows (based on the touchpoints above)
The points above can help you better understand a few things, such as:
The different roles in the process and what each entails
What specific tasks need to be performed
The resources used to complete each task
Desired outcomes
The different decision-making processes
The challenges and threats to completing each task
What does a customer journey map look like?
The layout depends on what you and your team are most comfortable with, but the idea is that it should look like an infographic. It's supposed to be easy on the eyes, unlike the more strict workflow map. The customer journey map should be, first and foremost, a visual aid. It should teach your team members to understand how your customers think and what makes them happy.
