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Customer Journey Mapping (CJM)

A successful customer journey mapping process captures the various stages of the customer experience with your company, and the emotional responses the experience generates. It also identifies potential gaps between what customers need, or expect from your business, and what you provide.

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Building Customer Journey Maps Together

Presumptive, Current, or Future State CJMs

These are most effective when we bring stakeholders together to explore where the brand, product or service is today and what the vision of the future looks like.

Top-down executive interviews tell part of the story, empathy map workshops, and competitive analysis illustrate what your team thinks they know about the customer’s holistic experience.

Adding contextual inquiry sharpens all of our perspectives and allows us to come together and dream about the best experiences you can provide.

All of this combined results in a detailed customer journey map. This serves as a blueprint for the team to identify what’s next and how to take action.

KLI’s Journey Maps Detail

Key Lime Interactive will build your journey maps with:

  • Comparison between Personas and ways to ensure easy recognition of different sets of needs
  • Emotional and behavioral insights associated with your customers’ frequent tasks or use cases
  • Customer pleasure and pain; both self-reported and observed sentiment
  • A prioritized list of opportunities ranked by KLI’s Opportunity Score
  • KLI’s Inclusivity Index Scoring to identify research bias and set inclusivity goals

Already have comprehensive customer experience journey mapping, but need help with organization collaboration and gaining insights from your data? We can help.

Joint Development Workshops & UX Strategy Workshops

Key Lime Interactive’s most senior researchers will partner with your leadership and stakeholders to help create a refined user research plan for the many initiatives and business goals that your organization is currently struggling with. This includes:

  • Workflow Discovery
  • User Requirements Definition

If you are a CMO, VP, or Director of User Research and want assistance or a second opinion on your enterprise’s UX strategy, we would be happy to be your trusted partner.

For more information on getting started with your strategic workshop, click the link below.

Register for a Workshop

Key Lime CJM Methodology

1

Discovery

  • Gather data from existing sources
  • Conduct Top-down Exec 1-1s / Stakeholder Interviews
  • Understand what business metrics your client current uses (e.g. CSAT, NPS, Churn, etc.)
  • Launch baseline quantitative survey (importance vs. current satisfaction)
2

Understand Current Journey

  • Identify Most Impactful
  • Journeys Conduct Journey Diagnostic
  • Build lean versions of CJMs
  • Conduct co-creation CJMs with customers
3

Create Future Journey Maps

  • Root-cause analysis
  • Build future CJM
  • Create detailed action plans
  • 30-minute sessions
4

Socialize & Operationalize

  • Track outcomes
  • Iterate Future Journey Maps
  • Sustain-at-scale

Consumer Journey Maps Are Ripe for Disruption

It’s time for a better way for industries to approach journey maps that makes it make business sense. People should be inclined to jump at the opportunity to get a journey map done, instead of making excuses for why they didn’t. Here are 3 reasons why the industry is ripe for disruption:

  • No matter how you slice it, creating a journey map from scratch is resource-intensive.
  • Popular mediums limit a journey map’s impact inside an organization.
  • Journey maps are going to be the DEI (Diversity, Equity, and Inclusion) tool of the new decade.
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