Customer Journey Mapping Canvas

by | Aug 27, 2014

Customer Journey Mapping is about building empathy and is a continuously activity to get rich and qualitative information about why your customers do what they do, how they experience interacting with organisations through the different touchpoints and how you can help them better reach their goals.

This is a great tool developed by Design Thinkers Academy and initiated by DesignThinkers Group, one of the leading ‘design driven’ innovation agencies helping organisations around the world making the transition from being strictly product orientated and sales driven, towards being service orientated and human centered.

Check out this article by Arne van Oosterom ’10 Steps to Customer Journey Mapping’.
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The Tool
When used with or by customers, Customer Journey Mapping is a tool to see the world and your company through the eyes of your customers. When the tool is used with an internal team it is a way to make explicit what you know and what you don’t know.

Customer Journey Mapping can be used in many ways at many stages. So knowing what you are trying to do is important. Are you exploring an existing journey? Are you designing a new journey or a detailed scenario or use case? Are you building an organisation to support a journey, a service blue-print? What is the question?

The tool can be easily changed and different horizontal layers can be added. E.g. you can measure how HR and Sales instruments like incentives and KPI’s are supporting or disrupting the customer experience in the different stages of the journey.

They have also developed a version of the Customer Journey Map focused on the research phase. This canvas helps you to view the journey from the customer’s perspective and explore the current customer journey in order to start a deeper exploration of the Persona profile and service qualities, for instance ‘Moments of Truth’ or ‘Pain Points’.

Jeffrey Tobias

About Jeffrey Tobias

Dr Tobias is an accomplished innovation consultant and entrepreneurship strategist, drawing expertise from the academic, entrepreneurial and corporate worlds. Jeffrey’s commercial and business experience is particularly focussed on lean startup, design thinking and leadership. Prior to The Strategy Group, Jeffrey was Cisco’s Global Lead for Innovation in the Internet Business Solutions Group helping Fortune Global 500 companies improve customer experience and grow revenue by transforming how they do business.
Jeffrey is a professor of innovation and entrepreneurship teaching MBA students at the Australian Graduate School of Business at the University of New South Wales. An active angel investor, Jeffrey is on the board of various well-known startups.

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Managing Director, The Strategy Group

Dr Tobias is an accomplished innovation consultant and entrepreneurship strategist, drawing expertise from the academic, entrepreneurial and corporate worlds. Jeffrey’s commercial and business experience is particularly focussed on lean startup, design thinking and leadership. Prior to The Strategy Group, Jeffrey was Cisco’s Global Lead for Innovation in the Internet Business Solutions Group helping Fortune Global 500 companies improve customer experience and grow revenue by transforming how they do business.
Jeffrey is a professor of innovation and entrepreneurship teaching MBA students at the Australian Graduate School of Business at the University of New South Wales. An active angel investor, Jeffrey is on the board of various well known startups. Jeffrey’s corporate background includes leading global innovation strategy at Cisco, working with large corporates such as Adobe, Westpac, Telstra, Woolworths, and Perpetual.

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