Entering
How to use this book

CHAPTER 1: WHAT IS A CUSTOMER JOURNEY MAP?

A new customer experience that customers expect
What is the customer journey?
'As Is' and 'To Be'
How to set up a persona and its representativeness
A full view of the customer journey map
8 Steps to Developing a Customer Journey Map
The Difference Between B2C and B2B Businesses
Five Reasons Why Customer Journey Mapping Matters
The person who sets the scope is himself

CHAPTER 2 To make the workshop a success

Three Things You Need for a Customer Journey Mapping Workshop
Don't underestimate the settings
He who conquers facilitation conquers the workshop.
Facilitator's mindset
Workshop Closure and Follow-up
Okay, let's start the workshop!
How to use Post-it notes

CHAPTER 3: Let's Make a Map [B2C Edition]

Flow of developing a customer journey map
[STEP 01] Choose a topic
[STEP 02] Set up your persona
[STEP 03] Identify the specific behavior
[STEP 04] Divide the action into phases.
[STEP 05] Clarify customer touchpoints
[STEP 06] Imagine emotional ups and downs
[STEP 07] Think of a response plan
[STEP 08] Change the perspective and add ideas.
After the workshop
Complete B2C Customer Journey Map

CHAPTER 4: Let's Make a Map [B2B Edition]

Flow of developing a customer journey map
[STEP 01] Choose a topic
[STEP 02] Set up your persona
[STEP 03] Identify the specific behavior
[STEP 04] Divide the action into phases.
[STEP 05] Imagine emotional ups and downs
[STEP 06] Clarify customer contact points and company actions.
[STEP 07] Think of a response plan
[STEP 08] Change the perspective and add ideas.
After the workshop
Complete B2B Customer Journey Map
Divide into several teams and create a map

CHAPTER 5: LEARNING FROM CASE STUDIES

[Case 01] Charcoal
"We were wrong." One realization can transform an entire store.
[Case 02] Value Management
The gap between 'hypothesis' and 'reality' revealed in comparison
[Case 03] JCB
What is 'normal' for customers?
Thoroughly exploring the criteria for a "trustworthy and reliable card."
[Case 04] Bizrich
Organizing the map into a table and reviewing it again, numerous discoveries were made in the "post-introduction journey."
[Case 05] Toretta
High-speed PDCA using maps practiced by startups
[Case 06] User Base
CEOs also participated in the workshop, sharing their passion for customer experience innovation.

CHAPTER 6 Connecting Maps to Action

[Basic] Share your customer journey map internally.
[Application] Reflecting it in specific policies
How to Determine Business Metrics

Planners, designers, marketers, and customer service representatives
Why should you map your customer journey?
Practical structure that can be followed right away in the team and in practice!
Maximize your expertise with a well-crafted customer journey map!

A customer journey is the flow of experiences that a current or potential customer has while using a service.
Understanding the customer journey allows you to understand what your customers need, what satisfies them, and what annoys them, allowing you to design better services that reflect this.
The service experience is complex, with vulnerabilities hidden throughout that are easily overlooked. Failure to see the essence of the customer experience risks missing important areas for improvement and a continued decline in the quality of the experience.
Many organizations often leave problems exposed because they don't have a concrete, visual view of how their customers' experiences actually unfold.

The more touchpoints you have with your customers, the more important it is to understand their journey, especially when digital media like the web and apps are your primary channels.
Such services often fail to provide a consistent service experience due to the large number of customers, and the root cause of the problem is often not revealed.
The biggest problem is that we don't clearly define the type of customer.
In the UX and CX fields, representative customer types are called personas. If you design a service without these personas, the results will be inconsistent with customer expectations.
The Customer Journey Mapping Workshop serves as a blueprint to address these issues and create better customer experiences by developing personas that clearly define customers, visualizing the customer experience, and presenting it as a single system.

The customer journey isn't just about one customer; it's about common patterns observed across a representative group of your brand's customers and reflects trends across the entire market.
Once the customer journey map is created, any customer touchpoints that need improvement are identified and a direction for how to proceed is established.
The customer journey exists both offline and online.
The process of using a website or app is also a customer journey, and it is there that UX designers can find the basis for developing design strategies.
Additionally, customer journey maps include both online and offline customer touchpoints, providing contextual insight into the flow of customer experiences across all service-related encounters.
By integrating all relevant touchpoints, not just specific ones, into a single, holistic framework called a customer journey map, you can seamlessly manage the customer experience.


The main target audience for this book

- Service planners and product managers who must clearly understand the customer experience
- UX/UI designer who designs products with complex paths
- Startup entrepreneurs looking to launch a new brand
- Businesses that prioritize online and offline channels
- Service instructors who frequently give CS lectures

Design research, UX planning, service design, CS lectures, etc.
A guide optimized for all kinds of workshops!

This book reveals the author's expertise in customer journey mapping workshops, a unique training service he provides to numerous companies.
Thinking with your hands, such as sticking post-its or arranging cards, is full of unexpected discoveries.
As we have conducted workshops with numerous companies, the content and method of conducting workshops have evolved considerably.
This book is rich in insights and lessons learned from observing the reactions of actual participants by professionally trained customer journey map facilitators.
The systematic structure, which allows you to conduct the workshop simply by following along, will help you quickly and efficiently reach a professional level in projects related to experience design or customer service.
Here's how you can use this book!

1.
Read before the workshop

We'll introduce an overview of the customer journey and the customer journey map that visualizes it, as well as how to create personas (the images of your target customers) that are the main characters in the map.
It also presents the materials and environment needed to hold a workshop, the role of the 'facilitator', and the core of 'facilitation'.
We'll cover the fundamentals of customer journey mapping to spark a lively discussion.

2.
Use it as a guide when holding workshops.

We will explain the specific workshop process, i.e. the map development process, in eight steps.
Since the topics covered in B2C and B2B businesses are slightly different, we'll guide you through developing customer journey maps for each separately.
The subheadings also include the time required for each step, so you can use them as a progress script.

3.
Understand more deeply and more properly

We interviewed companies that actually held customer journey mapping workshops and present case studies from six brands, three each from B2C and B2B.
You can learn from voices on the ground about the challenges each company faced, what they discovered through workshops, and what policies they led to.