![]() Look for points in the journey where expectations are not met. That said, there are 7 common elements you can and should look for when analyzing a customer journey. Longitudinal research and analysis is necessary to create a map like this.Įvery journey map will look different because the research insights and the resulting visual depend entirely on the context of the journey, its underlying activities, and the persona completing it. In this article we will demonstrate how to analyze a journey map and, thus, how to identify the insights and opportunities for improvement. This section is often found at the bottom of a customer-journey map and highlights how the organization can optimize and improve the customer journey. In this illustration, we have intentionally left out one key piece of the map - the insights and opportunities gleaned from the map. This journey map includes all the information necessary for understanding and analyzing the user experience of shopping for a new car. It provides a high-level narrative of the experience from the user’s perspective. This journey map communicates the various steps in the process of researching, driving, and purchasing a new car. ![]() Journey maps are useful in communicating the general narratives and themes uncovered by longitudinal research done to understand how a customer works toward a goal over time. A customer-journey map is an infographic visualization of the process that a persona segment goes through in order to accomplish a goal. ![]()
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