The Customer Journey Map is a useful way to represent the experience of an individual while interacting with an organization, service, or product, over time and across channels. It focuses on the customer interaction and helps you optimize this experience. A Customer journey map depicts various aspects of a customer:
- the details of the customer persona
- the phases of the customer journey
- the goals of the customer for each phase
- the customer interaction with the organization via channels, represented by touchpoints
- the moments of interaction between the customer and the services of the organization
- the experiences of the customer when interacting with the services of the organization
- the customer feeling
The metrics you add to the Customer Journey Map will only be associated with the graphical objects in this view, not with the semantical objects. Therefor, the metrics will not be present on the same objects when used elsewhere in the model, unless you add the metrics there as well. But be aware when you do, there will be no connection between them; changing the value of a metric on an object in the Customer Journey Map will not change the value in the same metric on the object elsewhere, and vice versa.
On this page:
Adding a new Customer Journey Map
- In your ArchiMate model in the model browser, right-click the folder in which you want to add the Customer Journey Map, and then click New > Business model > Customer journey map.
- Click the newly added view in the model browser to open it. An empty view is shown.
- Add a Business actor or Business role to the view that represents the customer (or persona). To do this, create new elements using the Create pane or the quick-create pop-up window, or add existing elements from your ArchiMate model by dragging them from the model browser onto the view.
Defining the customer details
The customer details are defined in the customer segment definition block of the Customer Journey Map.
- Specify the name of the definition block in order to reflect the specific customer segment it refers to. If the definition block was created based on an existing business actor or role, it may already have the right name.
- In the description box, type a description for the customer segment.
- Add metrics in order to reflect additional knowledge about the customer segment. To do this, select the information block, click
Each metric has a defined type, which influences what kind of scale is used for measuring the metric. The values of the scale are available in the slider below the metric name. Click the slider and set it to the desired value.
The result is a Customer Journey Map with a filled-in customer information block:
Adding the customer journey phases
Generally, the journey of a customer involves multiple phases. These phases can include aspects, such as the awareness of a specific problem to the purchase of a specific product or service, and to the continued loyalty to the organization. To reflect this multiple-step process, additional phases can be added to the two initially created phases. Determine how many phases you need to define, and add them to the Customer Journey Map.
- Select an existing phase, and add another phase on one of the sides. Repeat this for each phase you want to add.
- Name each phase.
- Specify the length of each phase. It is the amount of time a customer spends in each phase. Click the in a phase, and set the amount of time and time unit.
The result is a Customer Journey Map with all its phases and duration of each phase:
Defining the customer goals
Typically, customers have a certain goal they want to achieve in every phase of their journey. These customer goals are defined in the Goals block of the customer journey for each of its phases.
- Add goals to the Goals block for each phase: click in the cell of a phase, and then type the description. Alternatively, you can add existing goals from your ArchiMate model by dragging the elements from the model browser onto the cells of the block.
The result is a Customer Journey Map with defined goals:
To define the customer interaction with the organization, several touchpoints need to be defined, which represent the channels of the organization. The touchpoints can be renamed to represent the appropriate channel. If needed, additional touchpoints can be added. Determine how many touchpoints you need to define, and add them to the Customer Journey Map.
- Add touchpoints to the Customer Journey Map by selecting an existing touchpoint, and then adding a new touchpoint to one of the sides. Alternatively, you can add existing touchpoints from your ArchiMate model by dragging Business interface elements from the model browser onto the Customer Journey Map, above or below the existing touchpoints.
- Name each touchpoint. If you have added existing touchpoints, they already have their names.
The result is a Customer Journey Map with defined touchpoints:
The moments of interaction between the customer and the services of the organization represent the business services of an organization, which can be interacted with by the customer. When positioning the moments, it is important to think about which phase of the customer journey they belong to, and which channel is the organization using to deliver these services to its customers.
Once the moments are placed on the Customer Journey Map, they can be repositioned to another phase or touchpoint. This automatically changes the underlying relationships between the moment and the phase or touchpoint.
The moment of truth is a moment variation that represents a positive interaction with the organization, that leaves a lasting impression on the customer. It is often used for a phase or touchpoint known to generate anxiety or frustration. Each moment in the Customer Journey Map can be changed to a moment of truth.
- Add moments to the touchpoint blocks in the Customer Journey Map. To do this, create new Business service elements by using the Create pane or the quick-create pop-up window, or drag existing elements from the model browser onto the touchpoint blocks.
- Optional: If desired, add an explanation of the customer's interaction for each moment. To do this, select a moment, click
- Link the moments to each other by drawing Triggering relations between them to reflect the idea of a connected journey.
- Specify the moments of truth. To do this, select a moment, and then click
The result is a Customer Journey Map with specified moments and defined moments of truth:
Defining the customer experience
The experiences of the customer when interacting with the services of the organization, are defined with the help of one or several metrics. The metrics that can be used in the Customer Journey Map need to be of a type with enumeration values.
The customer experiences are displayed in a line chart with data points corresponding to all the moments defined in the Customer Journey Map. The number of available values depends on the defined type of the metric.
- Add one or more metrics to the map: select the Experiences block, click the control, and then select a metric, or drag metrics from the model browser onto the block.
- For each added metric a line chart is shown. The name of the chosen metric is shown at the bottom of the block, the possible metric values are shown on the right.
- Score the metrics by adjusting the values of the data points for each moment. To do this, click a data point and drag it either upwards or downwards towards the desired value.
The result is a Customer Journey Map with defined customer experiences:
Defining the customer feeling
The customer feeling in the Customer Journey Map is defined with the help of a metric. Before this metric can be used, it needs to be defined as a type with enumeration values.
The customer feeling is displayed with emoticons representing the data points corresponding to all the moments defined in the Customer Journey Map. The number of available values depends on the defined type of the metric.
- Add the metric to the Customer Journey Map. To do this, select the Feeling block, click
Alternatively you can drag a metric from your model in the model browser onto the block.
After adding the metric, emoticons are shown. The name of the selected metric is shown at the bottom of the block. Hovering the emoticons will show the current metric value. , and then select a metric.
Score the metric by adjusting the emoticons. To do this, click an emoticon until it shows the right feeling.
If the feelings metric is used as an aggregation of other metrics, its values cannot be modified. Nonetheless, the way the aggregation is calculated can be adjusted to reflect an average, summation, minimum, maximum, product, or geometric mean. In this case, all the metrics used, both child and parent, need to be value mapped for the aggregation to display correctly in the Customer Journey Map.
The result is a Customer Journey Map completed with the customer feeling: