Programs
Customer Journey Map
Also called: journey map, customer journey
A customer journey map is a visual of the stages and touchpoints a customer goes through, used to see where the experience works and where it breaks down.
What goes into a journey map
- Persona - who the journey is about.
- Phases - before, during and after the experience.
- Journey stages - for a hotel: booking, arrival, stay, dining, checkout.
- Touchpoints - website, front desk, room, restaurant, washroom, exit.
- Emotion - how the customer feels at each step, from delighted to frustrated.
From a workshop poster to a live tool
Most journey maps are built once in a workshop and then forgotten. Attaching live feedback to each touchpoint turns the map into a working tool: you see the score at each step, where satisfaction dips, and whether a fix moved the number.
Journey mapping with Press'nXPress
Press'nXPress links feedback collectors to each touchpoint, so a journey shows real scores and emotion by stage. See it applied in the airport passenger journey and the hotel guest journey guide.
Frequently Asked Questions
What should a customer journey map include?
The persona it is about, the stages of the journey (for example before, during and after a visit), the touchpoints in each stage, what the customer is trying to do and how they feel at each step.
What is the difference between a touchpoint and a journey stage?
A touchpoint is a single point of contact, such as the front desk or a website page. A journey stage groups related touchpoints, such as booking, arrival or checkout.
How do you keep a journey map up to date?
Attach live feedback to each touchpoint on the map. Scores and comments then show where the journey dips today, rather than where a workshop guessed it did.
Put it into practice
See how Press'nXPress collects feedback where experiences happen and turns it into action at every location.
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