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Customer journey
In a similar way as with buyer personas, the customer journey maps designed for your company provide a great overview of what is known and not known about your customer’s experience with your company. The big difference with the static persona is that the customer journey captures the customer experience over time (awareness-, consideration-, purchase- and service phase), providing a way to identify moments of customer frustration and ‘drop out’ events.
Although your current customer journey map provides more insight on the customer experience level than the persona, it is still likely heavily related to the product- and service experience level, and not necessarily the understanding of the customer’s lifeworld, problems and challenges. Hence, often the customer journey map can be expanded on this level, as well as the brand experience level. Possible ways to expand are:
- Zooming -in or -out in the customer journey map (e.g. focus on a particular product, stage, promotion campaign or target market)
- Conduct laddering interviews
- Design thinking workshops
