Customer Journey Map Template

Customer Journey Map

In this article, let me introduce you to the Customer Journey Map template I have designed. This template will simplify the data gathering and visualization of required data attributes such as your persona's needs or motivations, important events, touchpoints, and actions. But first, let's start with the definition.

What is Customer Journey Mapping?

Customer journey mapping is the process of creating a customer journey map, which is a visual representation of your customer’s or prospect’s interactions with your product. This strategic exercise helps to think from customers’ or prospects’ perspectives and better understand their expectations, pain points, motivations, and needs. The journey map maps out all touchpoints from the first to the final touchpoint for both your existing and potential customers and is leveraged to visualize and improve the overall customer onboarding and experience.

How to create a Customer Journey Map?

  • Define primary and secondary personas for your product

A persona is a character profile or a fictional character. Personas help to understand the needs, experiences, behaviors, and goals of your users. If you want to create personas for your product, you may listen to my lecture in the online course.

  • Outline key events, persona's needs, and possible interactions with your product across different traffic sources
  • Create a comprehensive visual diagram that describes the journey of your primary and secondary personas

There are multiple visual tools that are available to create the journey diagram such as Mural, Gliffy, UXPressia, Lucidchart, Microsoft Visio, OmniGraffle, Miro, etc.

For outlining the required data in Step#2, I created the Customer Journey Map Template or a Canvas as below:

Customer Journey Map Template for an Existing Customer

Customer Journey Mapping Canvas for an Existing Customer

Enroll in the online course to download this canvas and learn more ->

Agile Product Planning: Discovery, Vision, Strategy, Roadmap - Create Business Models, Personas, Product Vision, Customer Journey Maps, Roadmap, and Product Backlog

 

Customer Journey Map Template for a Prospective Customer

Enroll in the online course to download this canvas and learn more ->

Agile Product Planning: Discovery, Vision, Strategy, Roadmap - Create Business Models, Personas, Product Vision, Customer Journey Maps, Roadmap, and Product Backlog

 

Watch the Customer Journey Mapping Lecture Here!

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Leadership Agility: What You Need to Know

What is Leadership Agility?

In today's complex, turbulent, and competitive business and technology environment, leaders need to master the skills required to become more proactive, collaborative, creative, and agile. Leadership agility is the core competency of agile leaders to make effective decisions, inspire others, bring others along, build the best team, be proactive, develop a culture of teamwork, define objectives, and contribute to strategic initiatives for the enterprise.

 

"Agility is fundamental to leading a team through times of change." - Sandra E. Peterson

 

What drives Leadership Agility?

Leaders' agility is the core reason behind the success of any enterprise or business. Some of the common drivers of leadership agility are listed as below:

 

Being a change agent

With this fast-paced environment, leaders need to accept that change is inevitable, and be prepared to embrace change. For an organizational change to be effective, leaders should initiate and respond to change quickly. If people believe in your decision-making skills, they will trust your ability to drive the change. 

 

Employees need leaders who are committed to their success, seek feedback, make tough decisions, and communicate openly. Leaders who show personal commitment to change and inspire others to accept change play a critical role as change agents for the organization.

 

"If you are not willing to risk the unusual, you will have to settle for the ordinary." - Jim Rohn

 

Setting a vision and inspiring others

Leaders have a vision that inspires and brings people together. Leaders understand the importance of setting a shared purpose for their teams. Their vision is manifested in their actions and their goals. 

 

"Good business leaders create a vision, articulate the vision, passionately own the vision, and relentlessly drive it to completion." - Jack Welch

 

Leaders should strongly believe in their vision. The vision should reflect organizational purpose, motivate colleagues, display the organization's values, and explain the WHYs.

 

Creating a culture of openness, collaboration, and trust

Every agile leader must foster an open environment of trust and collaboration where people can freely discuss their ideas, experiment with their designs, collaborate, have the freedom to make mistakes, and have fun together. 

 

"You need to be aware of what others are doing, applaud their efforts, acknowledge their successes, and encourage them in their pursuits. When we all help one another, everybody wins." - Jim Stovall

 

Decentralizing decisions where possible

Decentralized decisions reduce unnecessary delays and improve the flow of work. Agile leaders must understand when and which decisions they must decentralize. Frequent or time-critical decisions that need local context should be decentralized. Other decisions that are long-lasting and have a huge impact should remain centralized. Decentralized decisions empower the team to make decisions.

 

Embracing Lean-Agile Principles

Successful leaders embrace lean thinking and lean principles outlined by the House of Lean such as Kaizen (continuous improvement), respect for people, teamwork, innovation, sustainable flow, and Genchi Genbutsu (go and see). Lean thinking encourages leaders to embrace core values such as respect, integrity, empathy, collaboration, and teamwork. 

 

“Success today requires the agility and drive to constantly rethink, reinvigorate, react, and reinvent." - Bill Gates

 

Agile leaders embrace the values written in the Agile Manifesto and promote the 12 Agile principles across their teams. If you are interested to read about 12 Agile Principles, check out this article on Medium.

 

Check out my published books on Agile and Lean:

 

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