How to use Customer Journey Maps

user journey map

Once you have gathered the relevant data on customer journeys, you need to put it into a useful form and then share it around your organisation so that staff can understand the principles and learnings from the process and begin to use them in their everyday jobs and dealings with your customers.

Your business can then begin to exploit the knowledge you have acquired and make your organisation more responsive to customer needs and desires.

Presenting Customer Journeys 

The easiest ways of presenting customer journeys to staff are usually in a diagrammatic format. The traditional means of doing this would be flow charts, Venn diagrams or annotated tables but the nature of the customer journey should dictate a more creative and innovative approach to this representation.

If you can produce a series of scenarios for customer activity and interface, much the same way as you would compile a persona, then you can overlay a narrative on each of these based on the findings and present a story based on this that gives a more recognisable and relatable face to the bald facts and data.

Insights from Customer Journeys

The advantage of having a more graphic and human depiction is that staff will find it a lot easier to put the journey into the context of their role in the organisation and better understand how it impacts on their job and how they can improve their delivery and service in a user-centric environment.

For example, if the user journey being described was one of a phone contact who comes into the business via an internet search and is looking to buy, the journey could show, illustratively,

  • How the customer got there,
  • Where they touch the organisation,
  • Who they communicate with
  • How they are handled and passed on.

It will be easier for staff to see where they can influence this journey and which aspects of their duties are significant in the process.

Another of the insights that customer journey maps can provide to staff relates to the customers attitudes and state of mind when interacting with your organisation and making decisions.

If, for example, the customer journey map shows that your customers are likely to be in stressed circumstances when contacting you it becomes important that their experience with you is a smooth and straightforward one. Further aggravating their stress is likely to lose them so you have to make sure you minimise the handling and navigation through your organisation or website and iron out and wrinkles in the journey so they get where they want to be quickly and efficiently. Conversely you might discover that your users interact with you while relaxing; then you have to gauge how you integrate and continue their mood while moving them along the pourchasing decision path.

Having all of your staff aware of these factors and actively engaged in improving the customer experience can only help your business in the long run.

If you would to learn in more detail how customer journey maps can help your business, contact us on  +44(0)800 0246247 or email us at

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