Customer journey mapping allows companies to visualize a path their customers take, understand their experience, detect experience flaws, and identify opportunities to improve.
Depending on the scope, your customer journey map (CJM) may include, for instance, an end-to-end customer journey from the moment they face a problem that your product to the service can help them solve to the moment they leave. Or it can be a CJM focusing on specific journey stages only (e.g., the decision-making or purchasing stage).
When it comes to the actual process of mapping, you can go two ways: do your map from scratch (which is challenging if you haven’t mapped out your customer journeys before) or use customer journey map templates to get inspired or even as a foundation of your own artifact.
No matter which option you choose, you need to work in a team to create a credible, action-prompting CJM. To work effectively, your team should not be limited to representatives of one department. Read further to learn whom exactly you need to involve.
The Customer Support and Success Team
Customer journey mapping is all about clients. So, first of all, you need to address specialists who truly know your customers and communicate with them directly – customer support and success staff. This customer-facing personnel knows clients better than any other employees. They understand your clients’ goals, problems, and longings and can provide you with insights based on real communication. Moreover, the support service team can share with you customer quotes to use in your personas and make them more relatable and human-like or incorporate them into your map.
With customer support or success team members taking part in journey mapping, you will create customer personas much quicker. Plus, they will share with you valuable insights about the stages when they are involved.
The Product Team
It’s your product team who can tell you how customers interact with your website, mobile app, or online platform. They will provide you with plenty of information that you can use in your CJM.
Besides, these specialists know everything about your product and can share data on this matter. They are also the ones who understand market trends and expectations and can help with idea validation.
The Marketing Team
The marketing team can provide you with their perspective on market trends. Moreover, they should be interested in successful customer journey mapping as its outcome will inevitably affect their work.
The insights from a CJM help improve the marketing and communication strategy to make it more effective. Explaining this to your marketing specialists will help you motivate them to contribute to the mapping process.
The Sales Department
This department is also customer-facing and can add a lot of information about your clients: who they are, how they think and behave, what they say, etc. When the journey mapping process is over, and you are in the ideation phase, your salespeople will help you set aside the ideas that won’t sell.
On the other hand, a CJM will allow your sales specialists to understand how to make certain products look more attractive for various consumer groups. Journey maps may lead to changing their views on many things and reveal secrets about your customers and their journeys that your sales specialists have never realized before. This new information will help them build an effective sales strategy that will bring results in little to no time.
It’s hardly possible to launch the mapping initiative without senior management’s approval. After you get your directors’ buy-in and they start supporting you, it’ll be easier to overcome resistance from other departments.
When senior managers are part of your initiative, they are more likely to approve the resources that you will need to implement CJM-inspired upgrades in the future.
The HR Department
HR specialists work directly with your personnel and know a lot about every employee’s peculiarities, traits of character, and skills. For example, they know who can work independently or, vice versa, often needs assistance from colleagues, who are likely to get quickly engaged in the process, who need a lot of time to digest the information, etc. Based on this knowledge, they may recommend the most suitable people for this activity and help you create the customer journey mapping dream team.
Specialists from the HR department can also tell you how many resources you will need to bring to fruition your experience, product, or service improvement ideas and whether there are enough employees available or hire more people.
The Training Team
Suppose you have a training or development team. In that case, you can ask them to turn your journey map into a training course for employees, by taking which anyone in your company will be able to truly know who your customers are and what they go through at each stage of their journey. In the same way, you can communicate the importance of specific changes and encourage people to participate.
It might seem irrational to involve so many departments in journey mapping, especially when the time of some specialists costs a lot. In this case, we suggest turning to a responsibility assignment matrix (RACI matrix). It means that some departments will be creating and updating customer journey maps regularly, e.g., a marketing and sales team, while the others can join from time to time only when their assistance is needed.
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