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In a similar way to the As-Is journey map, the To-Be customer journey map visualises and communicates how a customer experiences a service. The big difference is that To-Be maps imagines a future-state where we have solved some of the customer’s current issues. It’s required to collate information from teams across the business in order to understand what the improved future end-to-end experience could look like, addressing the existing pain points and incorporating customer research findings e.g. how a customer thinks, feels & behaves throughout the journey.
In a similar way to the As-Is journey map, the To-Be customer journey map visualises and communicates how a customer experiences a service. The big difference is that To-Be maps imagines a future-state where we have solved some of the customer’s current issues. It’s required to collate information from teams across the business in order to understand what the improved future end-to-end experience could look like, addressing the existing pain points and incorporating customer research findings e.g. how a customer thinks, feels & behaves throughout the journey.
When done in co-operation with individuals from different business teams, the process of mapping the future customer journey should help break down silos and enable teams to see the part of the service they’re responsible for delivering placed within the broader context of the end-to-end experience. This can further encourage teams to work more collaboratively. Also, the To-Be customer journey map can be used as a prioritisation tool to determine which areas to focus on and which to re-visit to reach the desired outcome for the customer.
When done in co-operation with individuals from different business teams, the process of mapping the future customer journey should help break down silos and enable teams to see the part of the service they’re responsible for delivering placed within the broader context of the end-to-end experience. This can further encourage teams to work more collaboratively. Also, the To-Be customer journey map can be used as a prioritisation tool to determine which areas to focus on and which to re-visit to reach the desired outcome for the customer.
Step-by step guide
Decide who to co-create with
Decide who you need to invite to the To-Be Customer journey mapping session. These should be people that know the customers well (e.g. call centre staff, Kedai Tenaga staffs).
Start with the persona and as-is journey map exercise
It’s recommended that you complete the personas templates and as-is journey mapping before this exercise. If you’ve already done as-is journey maps, let the group familiarise themselves with them and the research behind them. Look at the opportunities you highlighted in the as-is journey map and think about what pains you want to solve for the customer with this new experience. Don’t try to solve every pain, just the ones you believe will add the most value.
Choose the persona
Customer journeys work better when you tackle one persona at a time. Start with your main persona and then add more if required.
Choose a scenario and map the high-level stages
Define the scale and scope of the journey. Is it over minutes, hours, weeks or years? Start by writing the high-level stages (e.g., I discover, I consider, I join, I use, I pay/receive, I need help, I leave).
Map the customer actions
Start mapping the crucial steps of the customer journey and then think about what happens before and after each step. Remember, you’re imagining a future case scenario where you have made the customer’s life easier. Think about what the customer might go through in this new reality.
Add depth and map the key opportunities
Once you’ve got the stages and steps, you can start to build some depth into the journey by adding rows:
Touch-points: channels that the customer is using to receive the service or communicate their experience.
Feelings and thoughts: what the customer is thinking and how they are feeling at each stage e.g. highs/lows.
Painpoints addressed – points where customer finds it difficult to achieve their goal or complete an action, but are now solved in the to-be journey.
Unhappy paths – points in the journey where something could go wrong e.g. no tables available in the restaurant.
Notes: Download link is available for TNB Staffs only
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