Customer journey mapping is a vital tool used by Customer Experience professionals around the world. The journey map is crucial in understanding and managing the customer's perception of your service or brand at critical touchpoints and prioritising how to improve that experience. Journey mapping also shows where great experiences currently exist within the company and how they should be celebrated or protected.

The danger in not journey mapping or getting it wrong is having no meaningful purpose and no consensus around what actions to take or why. At best, you risk wasting time, and effort or, at worst, handing your advantage over to your competitor.

What should a customer journey map envisage? How should you use it? And how do you plan, facilitate then demonstrate the value of journey mapping by providing a compelling argument within the organisation to make changes?

The Journey Mapping Playbook is an accessible how-to-do-it toolkit aimed at customer experience (CX) and marketing professionals who wish to improve their customer and employee experience. Jerry Angrave, a Customer and Passenger Experience Director who works across many sectors, including aviation and travel, financial services, professional services, and manufacturing, provides insight and practical guidance on planning, facilitating, and delivering a strategic journey mapping workshop.

In this playbook, you will learn how to: Define journey mapping; Understand why a journey map is commercially important; Prioritise which journeys to focus on and how; Decide whom to invite and which tools to prepare; Plan for an effective session; Make every stage of the journey relevant and purposeful; What to do at the output of the workshop to ensure you get the most out of them; Build an ongoing programme; Nurture better and more profitable customer experiences.

This book is for you if:

You are a customer experience or marketing professional; You are in the early stages of building a rewarding career in customer experience;

The Journey Mapping Playbook is a practical guide, presented in striking colour, with downloadable worksheets and frameworks to help you prepare, plan and run your workshop.

Events around the book

Link to a De Gruyter Online Event in which the author Jerry Angrave and founder & CEO of Empathyce, together with Ian Golding, Global Customer Experience Specialist; Sarah Corney, Head of Digital Experience, CIPD, London; and Nathalie Wickens, Customer Experience Manager, Cardiff Airport, discuss how business professionals can develop confidence with Customer Journey Mapping by making business decisions which are aligned with the experiences of the people they serve: https://youtu.be/s64kDe1dm2Y

Auteur

Jerry Angrave is Customer and Passenger Experience Director at Empathyce, a customer experience (CX) consulting and coaching company.

Jerry works across many sectors including aviation and travel, financial services, professional services and manufacturing. Based in the United Kingdom, he works with companies throughout Europe and the Middle East.

His work is about helping build stronger CX programmes through the development of effective CX strategies and the delivery of operational competencies. At its core is the understanding of customers; who they are, why they do business and their hopes, expectations and fears.

The value in customer journey mapping is therefore in unlocking the most important issues and prioritising what should be done about them. Jerry has facilitated hundreds of journey mapping workshops and trained countless CX practitioners to run their own sessions.
He is a member of the Customer Experience Professionals Association, created in 2011 to support CX professionals globally. Jerry is hugely passionate about helping those who are looking to build a CX-based career to gain increased knowledge and confidence so they can contribute more to their organisation.

Jerry spent many years in senior CX roles with corporate organisations, including Lloyds Banking Group, before establishing Empathyce in 2012.

Texte du rabat

The Journey Mapping Playbook is an accessible how-to toolkit book aimed at customer experience (CX) and marketing professionals looking for ways to improve customer and employee experience.

Using visualisation, templates and case studies this is a practical guide to planning, facilitating and delivering a strategic, supportive and effective journey mapping workshop.

The Journey Mapping Playbook is based on the author's real-world experience of running hundreds of journey mapping sessions. Understanding the priorities and pain points in customers' lives is critical to achieve business success.

Helping you to nurture better and more profitable customer experiences, this book will help you to:

Define journey mapping
Understand why it is commercially important
Prioritise which journeys to focus on and how
Decide who to invite and which tools to prepare
Plan for an effective session
Make every stage of the journey relevant and purposeful
Build an ongoing programme
The Journey Mapping Playbook shows you how to understand your customers better, whatever the size or sector of your business.