Examples of Customer Journey Mapping from various industries
A Customer Journey Mapping is the detailed journey of the customer's experience, including all the touchpoints of the organisation that come in contact with the customers.
But it is not what it sounds. Customer journey mapping is a complicated process.
To map a customer's journey, you need a thorough and diligent understanding of the customer's journey. If you want your map to be truly reflective of the customers' emotions, you cannot miss any pointers.
There are various processes to map the customer's journey that different industries should keep in mind while mapping the trip for the first time.
Keeping that in mind, let's take a look at some examples of who should various industries map their customer journey.
Healthcare Journey Mapping
In the Healthcare journey map, the focus is always on the patient's emotional experience. It can be relatively easy to know whether the patient's experience was good, bad, or neutral using different colours for each category. Every factor that affects or impacts the knowledge of the patient can be added in the mapping journey like staff, building, machines, etc. This will help in understanding how occupied the patient is at a particular point.
Government Journey Mapping
In the government journey mapping, it is essential to give context to the map. You must add stage descriptions and additional information to provide the context, adding valuable information to the steps. The channel overview, which depicts the various modes of communication, is an essential lane. Along with it, the map itself should contain a small storehouse of documents that can help the service designer. The storehouse will help him understand the different resources a person must receive. This is marked as the first step to consistent communication.
E-Commerce Journey Mapping
An eCommerce user journey is expressed through the map by illustrating the user's journey online. This tells the products that the user has ordered online, reviews, and satisfaction with the product. The Ecommerce customer journey map should be a clean and subtle journey map focussing on the backstage process and different channels of two other users.
Suppose a comparison is made between two personas. In that case, the map will showcase the use of different communication channels and hence have further information available to them, impacting their satisfaction and dramatic scores.
Online Shopping Journey Mapping
The main focus of online shopping journey mapping is on the online shopping journey's backstage process. This diagram focuses more on ongoing processes than on the customer experience, but it also includes the customers' path.
This map shows how stakeholders are involved and what are their essential tasks. When it comes to operating on a particular step in the customer path, this clarifies the roles of the responsible parties. By distinguishing between different levels of interaction/visibility, it also emphasises that the perception and knowledge of customers and internal stakeholders vary significantly.
Employee Journey Mapping
The employee journey map portrays a typical morning at the office for an employee. It uses two distinct personas to compare and visualise interactions between team members.
Even though every day of an employee is the same, there is a new perspective every day that highlights the workings of the day and boosts the team spirit.
Students Journey Map
A student's journey map should illustrate both the current and future state of a student. This will make students have to use visible information like their needs, the channels they use, and documents.
The journey map clearly shows the improvements needed to have a better future-state experience for students, for example, making channels usable on different devices, updating information on other media or giving more information during the investigation phase. This type of journey map can be used to create a course outline.
Tourism Journey Mapping
Tourism journey mapping is about visualising and comparing the experience of two different people during their holiday, planning and travel phase. This emotional path depicts where and how much fulfilment varies at various points along the way.
The map shows how the quality of a specific step can strongly influence the experience.It also establishes that some people need more knowledge and are more engaged in the journey than others.
Airline Journey Mapping
The airline journey map lists classic experience at the airport, during travel, the experience with a flight attendant, precisely everything from the check-in and check out process. Backstage events take place in a variety of ways; this airport journey map focuses on backstage processes and their effect on the customer or passenger experience. Customers' emotions can be assessed using the satisfaction score and dramatic arc.
Marketing Journey Mapping
The marketing journey map illustrates four phases of a buying process: Problem recognition, information search, use, and leave. A zoomed-in map depicts the website's experience. Since marketing is a channel summary and a look at the KPIs along the journey, it is critical.
Conclusion
These customer journey maps based on various industries highlight the importance of journey mapping in each sector and its functionality. It also explains how to design a map of a particular sector, which pinpoints to take, what points should be made at the highlight and what covers the targeted audience.