Customer Journey

What is a Customer Journey?

You can also call it ‘Customer Experience Journey’.

• A customer journey is a tool that helps brands to build and improve their customer experience.

• When performed the right way, it is one of the most helpful instruments in designing brand experience.

Let’s guide you

through the different

steps to help you

build better brand

experiences.

1. Pick a journey

• Which services or products are underperforming?

• Where are the most complaints coming from?

• Which interaction and touchpoints are the most essential?

…

These are the kind of brand experiences you want to improve, intensify or redesign.

2. Draw a timeline

3. Frame yourself as customer

… or do the right research ;-)

4. Split up the journey into actions and thoughts.

My mobile

network

hasn’t enough co

verage.

My frie

nds tell m

e

Their netw

ork is b

etter.

I check

online to

see

The other provid

ers.

HopefulExpectations

Disappointed

Disappointed

5. Indicate which actions are in the different levels of the buying decision process

1. Gather Information2. Seek Alternatives3. Make Decision4. Use

My mobile

network

hasn’t enough co

verage.

My frie

nds tell m

e

Their netw

ork is better.

I check onlin

e to se

e

The other provid

ers.

HopefulExpectations

There are many p

ossibiliti

es.

Disappointed

Disappointed

Hopeful

6. Identify the heart- and brainspots

7. Mark the customer emotion towards the action per heart- and brainspot in a graph

8. Mark the customer emotion towards the providing brand per heart- and brainspot in a graph

My mobile

network

hasn’t enough co

verage.

My frie

nds tell m

e

Their netw

ork is better.

I check

online to

see

The other provid

ers.

HopefulExpectations

There are many p

ossibiliti

es.

Disappointed

Disappointed

Hopeful

Towards brandTowards action

Pos emo

Neg emo

9. Write down what the customer need per journey phase is.

10. Give the perceived emotional and rational benefit per phase for the customer.

My mobile

network

hasn’t enough co

verage.

My frie

nds tell m

e

Their netw

ork is better.

I check

online to

see

The other provid

ers.

HopefulExpectations

There are many p

ossibiliti

es.

Disappointed

Disappointed

Hopeful

Towards brandTowards action

Customer need

Customer benefit

Social contact Easy access to information

Pos emo

Neg emo

- - - CHOICE

11. Indicate which actions need improvement because they:

• Have a negative emotion towards the action

• Have a negative emotion towards the brand

• Show a gap between the customer need and

the brand product or service delivery.

• Are redundant or unnecessary.

12. Indicate which actions offer opportunities because:

• They have a positive emotion towards the action

• They have a positive emotion towards the brand

• The brand product or service delivery delivers according the customer need.

My mobile

network

hasn’t enough co

verage.

My frie

nds tell m

e

Their netw

ork is better.

I check

online to

see

The other provid

ers.

HopefulExpectations

There are many p

ossibiliti

es.

Disappointed

Disappointed

Hopeful

Towards brandTowards action

Customer need

Customer benefit

Social contact Easy access to information

Pos emo

Neg emo

- - - CHOICE

1. As we can’t change the product, we can redirect mobile to fixed for free

2. Provide clear and easy information. Create a calculator based on usage. Offer free change of subscription type. …

3. We are unable to follow the positive emotion towards the action. We need to find ways to anticipate or prevent this! See point 1.

13. Make a priority list of which actions:

• Need improvement because

of the negative emotions.

• Need innovation because of

the gap between the

customer need and the

brand delivery.

My mobile

network

hasn’t enough co

verage.

My frie

nds tell m

e

Their netw

ork is better.

I check

online to

see

The other provid

ers.

HopefulExpectations

There are many p

ossibiliti

es.

Disappointed

Disappointed

Hopeful

Towards brandTowards action

Customer need

Customer benefit

Social contact Easy access to information

Pos emo

Neg emo

- - - CHOICE

1. As we can’t change the product, we can redirect mobile to fixed for free

2. Provide clear and easy information. Create a calculator based on usage. Offer free change of subscription type. …

3. We are unable to follow the positive emotion towards the action. We need to find ways to anticipate or prevent this! See point 1.

16. GO, GO, GO• Time for action!• Implement, measure and make your next

customer journey!

Brand Date - Geert Stox

geert@branddate.be

www.branddate.be