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An as-is customer journey map visualises and communicates an existing customer experience. The main focus of a journey map in on the human experience and illustrates the story of a specific customer as a sequence of stages and steps. A journey map can be very broad and high level for visualising a customer’s full end-to-end experience of a service or very narrow and detailed and show only a small part of the whole journey e.g. making a complaint.
An as-is customer journey map visualises and communicates an existing customer experience. The main focus of a journey map in on the human experience and illustrates the story of a specific customer as a sequence of stages and steps. A journey map can be very broad and high level for visualising a customer’s full end-to-end experience of a service or very narrow and detailed and show only a small part of the whole journey e.g. making a complaint.
You should start broad and then narrow in on the stages and steps you want to focus on. Journey maps are best created after research and co-created with people that know the customers best (e.g. customers themselves or call centre agents etc.). An as-is customer journey map helps to identify the points of the existing journey that are having a negative effect on the customer’s experience and helps pin point opportunity areas.
You should start broad and then narrow in on the stages and steps you want to focus on. Journey maps are best created after research and co-created with people that know the customers best (e.g. customers themselves or call centre agents etc.). An as-is customer journey map helps to identify the points of the existing journey that are having a negative effect on the customer’s experience and helps pin point opportunity areas.
Step-by step guide
Decide who to co-create with
Decide who you need to invite to the as-is journey mapping session. These should be people that know the customers well (e.g. call centre staff, customers, sales staff). Make sure you’ve also got all your research handy, and it’s a good idea to have already created personas.Choose one or more persona
Choose the persona you want to take through the journey. Customer journeys work better when you tackle one persona at a time. Start with your primary 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). Cluster the research you know at each stage of the journey. You may find that you have gaps in the research that means you may have to do some more research (that’s ok!).Map the customer actions
Start mapping the crucial steps of the customer journey and then think about what happens before and after each step. Don’t just make it. Use research to inform you.Add depth and map the key opportunities
Once you’ve got the stages and customer actions, 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 (e.g. face-to-face, website).
Feelings and thoughts: what the customer is thinking and how they are feeling at each stage e.g. highs/lows.
Pain points: points where the customer finds it challenging to achieve their goal or complete an action.
Opportunities: opportunities for improvement, moments of delight or points of differentiation.
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