Different type of customer journey maps

Getting to know your customer is the first step toward delivering customer-centric products and services and this requires the understanding of journeys customers take to find, engage, and eventually advocate for your product. This helps to create a lasting relationship with customer.

Customer journey maps help you move beyond surface-level assumptions about your customers and toward the heart of what drives their purchase behaviors. Here are four unique ways to create a customer journey map, and how each one can help you achieve your business objectives.

Current state customer journey map objective is to visualize how customers are interacting with your product or service right now. This type of journey map outlines everything your customer currently does, thinks, and feels when interacting with your products and services.

This map is based largely on customer data and observational research and well-suited to helping you better empathize with your customer and diagnose areas where you can improve the user experience and spot new opportunities to update your CX strategy and improve customer interactions with your brand.

Day in the life customer journey map is like a current-state journey map but help paint a more detailed image of your customer or prospect by including customer activities unrelated to your company. This approach to customer journey mapping examines everything customers do, think, and feel within a specific area of focus — whether it involves your company or not.

The best way to complete day in the life mapping is through the diary study, where you can ask a user to record their thoughts and impressions during some activities or through their interactions with various touch points. This technique can lead to some new insights for example the journey of the user may have begun with them googling something related to your product or service but not necessarily directly googling the name of your business.

These maps highlight existing pain points in your customers and prospective customers lived, helping you uncover new possibilities to drive innovation and meet customer’s changing needs, strategically update your communication approach to meet customers where they are and when they are ready.

Future state customer journey map is a goal-setting map. Instead of detailing your customer’s and prospect’s current experience with your products and services, this type of mapping is all about conceptualizing and visualizing new experiences for your customer.

Future state journey maps illustrate what your customers will do, think, and feel as they interact with your business in an idealized future. It can be helpful as North star metric and seeks to improve customer interactions by imagining what the most ideal interaction might look like and identifying steps your company can take to reach that idea. Realistically, future state mapping can only exist once the current state is understood, because this will be required to know what you’d like to improve to reach your ideal state

This type of journey map is most useful for communicating your vision for new products and services with internal and external stakeholders

Service blueprint customer journey map is a type of map that ties together your customer journey and your business journey to meet that customer. This type of customer journey map starts with any of the other three maps, then layers on the systems required to be in place to deliver exceptional experiences. These “systems” include employees, company best practices, technology, and process.

Service blueprint customer journey maps help you move past understanding where your customers are now, to predict where they will be in the future, anticipating their needs and how your product or service helps meet those needs

Parting words

There is no one right way to create a customer journey map. Depending on your industry and audience, one or all the approaches above might be the right format for you and your internal teams, who are the end-users of the maps.

I am a customer experience enthusiast with mission to discover customer experience challenges and designing programs that really delight customers.