{"product_id":"161483","title":"Customer Journey Mapping Workshop Guide","description":"\u003ccenter\u003e\u003cdiv style=\"text-align:center\"\u003e\u003cimg src=\"https:\/\/tmgdisk01.cafe24.com\/images\/vs\/4172\/sv\/WQt5W1A7DK38ITRei6MgBv.png?v=1764861995\" style=\"max-width:100%;max-height:10px\"\u003e\u003c\/div\u003e\u003c\/center\u003e\n\u003ccenter\u003e\u003ctable\u003e\u003ctr\u003e\u003ctd style=\"height:10px\"\u003e\u003c\/td\u003e\u003c\/tr\u003e\u003c\/table\u003e\u003c\/center\u003e\n\u003ccenter\u003e\u003ctable\u003e\u003ctr\u003e\u003ctd style=\"height:10px\"\u003e\u003c\/td\u003e\u003c\/tr\u003e\u003c\/table\u003e\u003c\/center\u003e\n\u003ccenter\u003e\n\n\u003cdiv style=\"width:95%\"\u003e\n\n\u003cdiv style=\"text-align:center;font-size:30px;font-weight:bolder;line-height:1.6em\"\u003e Customer Journey Mapping Workshop Guide \u003c\/div\u003e\n\n\u003ccenter\u003e\u003ctable\u003e\u003ctr\u003e\u003ctd style=\"height:10px\"\u003e\u003c\/td\u003e\u003c\/tr\u003e\u003c\/table\u003e\u003c\/center\u003e\n\n\u003ccenter\u003e\u003ctable\u003e\u003ctr\u003e\u003ctd style=\"height:10px\"\u003e\u003c\/td\u003e\u003c\/tr\u003e\u003c\/table\u003e\u003c\/center\u003e\n\n\u003ccenter\u003e\u003ctable\u003e\u003ctr\u003e\u003ctd style=\"height:10px\"\u003e\u003c\/td\u003e\u003c\/tr\u003e\u003c\/table\u003e\u003c\/center\u003e\n\n\u003ccenter\u003e\u003ctable\u003e\u003ctr\u003e\u003ctd style=\"height:10px\"\u003e\u003c\/td\u003e\u003c\/tr\u003e\u003c\/table\u003e\u003c\/center\u003e\n\n\u003cdiv style=\"border-bottom:1px;border-bottom-style:dotted;border-color:;padding-bottom:20px\"\u003e\u003ccenter\u003e\u003ctable align=\"center\" width=\"100%\"\u003e\u003ctbody style=\"border:0px\"\u003e\n\n\u003ctr\u003e\u003ctd align=\"center\" style=\"line-height:1.2em;text-align:center;font-size:18px;color:black;font-weight:bold;padding-bottom:20px;\"\u003e\u003c\/td\u003e\u003c\/tr\u003e\n\n\u003ctr\u003e\u003ctd style=\"text-align:center\"\u003e\u003cimg src=\"https:\/\/image.yes24.com\/goods\/118168969\/XL\" style=\"max-width:100%;height:auto\"\u003e\u003c\/td\u003e\u003c\/tr\u003e\n\n\n\u003c\/tbody\u003e\u003c\/table\u003e\u003c\/center\u003e\u003c\/div\u003e\n\n\u003ccenter\u003e\u003ctable\u003e\u003ctr\u003e\u003ctd style=\"height:10px\"\u003e\u003c\/td\u003e\u003c\/tr\u003e\u003c\/table\u003e\u003c\/center\u003e\n\n\u003ccenter\u003e\u003ctable\u003e\u003ctr\u003e\u003ctd style=\"height:10px\"\u003e\u003c\/td\u003e\u003c\/tr\u003e\u003c\/table\u003e\u003c\/center\u003e\n\n\u003cdiv style=\"width:95%;{split_style6}padding-top:20px;padding-bottom:20px\"\u003e\n\n\u003cdiv style=\"text-align:left;font-size:16px;font-weight:bold;padding-bottom:20px\"\u003e Description \u003c\/div\u003e\n\n\u003cdiv style=\"text-align:left;word-break:break-all;font-size:14px;line-height:1.6em;\"\u003e\n\n\u003cdiv\u003e\u003ch5\u003e \u003cb\u003eBook Introduction\u003c\/b\u003e\n\u003c\/h5\u003e\u003c\/div\u003e\n\u003cdiv\u003e\u003cdiv\u003e\u003cdiv\u003e \u003cb\u003eA chance to properly learn and utilize essential strategies for CX, CS, and UX!\u003cbr\u003e The nation's first guide to creating effective customer journey maps!\u003c\/b\u003e\u003cbr\u003e\u003cbr\u003e The most useful customer research method and tool for improving customer experience in the fields of CX (Customer Experience), CS (Customer Service), and UX (User Experience) is the Customer Journey Map.\u003cbr\u003e The customer journey is a concept that compares the series of brand experiences that a customer has to a 'journey'.\u003cbr\u003e Customers go through various touchpoints, such as offline stores and online shopping malls, at each stage of recognizing, purchasing, and repurchasing a specific brand or product.\u003cbr\u003e Customer journey mapping is a methodology that helps understand and improve service experiences from the customer's perspective by recognizing the series of journeys as a 'customer experience' and visualizing them in chronological order. \u003cbr\u003eA journey has a starting point and an ending point.\u003cbr\u003e What state should customers begin their journey in, and what state should they be in upon reaching their destination? This book explains this process in a workshop format.\u003cbr\u003e Customer journey mapping isn't about planning a grand project with a management consultant or professional designer. It's a means to truly understand your customers and set precise goals for experience design.\u003cbr\u003e Now, with this book, you can begin to design a new customer experience blueprint for your business.\u003cbr\u003e\n\n\u003c\/div\u003e\u003c\/div\u003e\u003c\/div\u003e\n\u003cbr\u003e\u003cdiv\u003e\u003ch5\u003e \u003cb\u003eindex\u003c\/b\u003e\n\u003c\/h5\u003e\u003c\/div\u003e\n\u003cdiv\u003e\n\u003cdiv\u003e Entering\u003cbr\u003e How to use this book\u003cbr\u003e\u003cbr\u003e \u003cb\u003eCHAPTER 1: WHAT IS A CUSTOMER JOURNEY MAP?\u003cbr\u003e\u003c\/b\u003e\u003cbr\u003e A new customer experience that customers expect\u003cbr\u003e What is the customer journey?\u003cbr\u003e 'As Is' and 'To Be'\u003cbr\u003e How to set up a persona and its representativeness\u003cbr\u003e A full view of the customer journey map\u003cbr\u003e 8 Steps to Developing a Customer Journey Map\u003cbr\u003e The Difference Between B2C and B2B Businesses\u003cbr\u003e Five Reasons Why Customer Journey Mapping Matters \u003cbr\u003eThe person who sets the scope is himself\u003cbr\u003e\u003cbr\u003e \u003cb\u003eCHAPTER 2 To make the workshop a success\u003cbr\u003e\u003c\/b\u003e\u003cbr\u003e Three Things You Need for a Customer Journey Mapping Workshop\u003cbr\u003e Don't underestimate the settings\u003cbr\u003e He who conquers facilitation conquers the workshop.\u003cbr\u003e Facilitator's mindset\u003cbr\u003e Workshop Closure and Follow-up\u003cbr\u003e Okay, let's start the workshop!\u003cbr\u003e How to use Post-it notes\u003cbr\u003e\u003cbr\u003e \u003cb\u003eCHAPTER 3: Let's Make a Map [B2C Edition]\u003cbr\u003e\u003c\/b\u003e\u003cbr\u003e Flow of developing a customer journey map\u003cbr\u003e [STEP 01] Choose a topic\u003cbr\u003e [STEP 02] Set up your persona\u003cbr\u003e [STEP 03] Identify the specific behavior\u003cbr\u003e [STEP 04] Divide the action into phases.\u003cbr\u003e [STEP 05] Clarify customer touchpoints\u003cbr\u003e [STEP 06] Imagine emotional ups and downs\u003cbr\u003e [STEP 07] Think of a response plan\u003cbr\u003e [STEP 08] Change the perspective and add ideas.\u003cbr\u003e After the workshop\u003cbr\u003e Complete B2C Customer Journey Map\u003cbr\u003e\u003cbr\u003e \u003cb\u003eCHAPTER 4: Let's Make a Map [B2B Edition]\u003cbr\u003e\u003c\/b\u003e\u003cbr\u003e Flow of developing a customer journey map\u003cbr\u003e [STEP 01] Choose a topic \u003cbr\u003e[STEP 02] Set up your persona\u003cbr\u003e [STEP 03] Identify the specific behavior\u003cbr\u003e [STEP 04] Divide the action into phases.\u003cbr\u003e [STEP 05] Imagine emotional ups and downs\u003cbr\u003e [STEP 06] Clarify customer contact points and company actions.\u003cbr\u003e [STEP 07] Think of a response plan\u003cbr\u003e [STEP 08] Change the perspective and add ideas.\u003cbr\u003e After the workshop\u003cbr\u003e Complete B2B Customer Journey Map\u003cbr\u003e Divide into several teams and create a map\u003cbr\u003e\u003cbr\u003e \u003cb\u003eCHAPTER 5: LEARNING FROM CASE STUDIES\u003cbr\u003e\u003c\/b\u003e\u003cbr\u003e [Case 01] Charcoal\u003cbr\u003e \"We were wrong.\" One realization can transform an entire store.\u003cbr\u003e [Case 02] Value Management\u003cbr\u003e The gap between 'hypothesis' and 'reality' revealed in comparison\u003cbr\u003e [Case 03] JCB\u003cbr\u003e What is 'normal' for customers?\u003cbr\u003e Thoroughly exploring the criteria for a \"trustworthy and reliable card.\"\u003cbr\u003e [Case 04] Bizrich\u003cbr\u003e Organizing the map into a table and reviewing it again, numerous discoveries were made in the \"post-introduction journey.\"\u003cbr\u003e [Case 05] Toretta\u003cbr\u003e High-speed PDCA using maps practiced by startups  \u003cbr\u003e[Case 06] User Base\u003cbr\u003e CEOs also participated in the workshop, sharing their passion for customer experience innovation.\u003cbr\u003e\u003cbr\u003e \u003cb\u003eCHAPTER 6 Connecting Maps to Action\u003cbr\u003e\u003c\/b\u003e\u003cbr\u003e [Basic] Share your customer journey map internally.\u003cbr\u003e [Application] Reflecting it in specific policies\u003cbr\u003e How to Determine Business Metrics\u003c\/div\u003e\n\u003cdiv\u003e\u003c\/div\u003e\n\u003c\/div\u003e\n\u003cbr\u003e\u003cdiv\u003e\u003ch5\u003e \u003cb\u003eDetailed image\u003c\/b\u003e \u003c\/h5\u003e\u003c\/div\u003e\n\u003cdiv\u003e\u003cdiv\u003e\u003cimg src=\"https:\/\/image.yes24.com\/momo\/TopCate4141\/MidCate004\/414030992.jpg\" border=\"0\" alt=\"Detailed Image 1\"\u003e\u003c\/div\u003e\u003c\/div\u003e\n\u003cbr\u003e\u003cdiv\u003e\u003ch5\u003e \u003cb\u003eInto the book\u003c\/b\u003e\n\u003c\/h5\u003e\u003c\/div\u003e\n\u003cdiv\u003e\n\u003cdiv\u003e\n\u003cdiv\u003e The wedding halls I interviewed invested in a variety of search keywords to drive inquiries from potential customers and strengthen SEO (search engine optimization), a fundamental aspect of digital marketing.\u003cbr\u003e However, when we developed a customer journey map and compared it with actual customer feedback, we found that most customers find and compare wedding halls through image searches, not keyword searches.\u003cbr\u003e\u003cbr\u003e --- p.18\u003cbr\u003e\u003cbr\u003e Once you've figured out your customer's behavior, the next thing to consider is the \"touchpoints\" they use. \u003cbr\u003ePeople gather information and make decisions through various touchpoints.\u003cbr\u003e Specifically, there are a wide variety of touchpoints, both physical and digital, including TV commercials, apps, websites, stores, word-of-mouth from friends or social media, and price comparison sites.\u003cbr\u003e\u003cbr\u003e --- p.56\u003cbr\u003e\u003cbr\u003e By placing touchpoint cards and writing down your company's actions, you will clearly see where you are failing to respond to changes in your customers' behavior and emotions.\u003cbr\u003e By understanding where customers are struggling or satisfied along their journey, you can develop hypotheses and predict their reactions.\u003cbr\u003e That's the value of a customer journey map.\u003cbr\u003e\n\n\u003c\/div\u003e\n\u003cdiv\u003e --- p.83\u003c\/div\u003e\n\u003c\/div\u003e\n\u003cdiv\u003e\u003c\/div\u003e\n\u003c\/div\u003e\n\u003cbr\u003e\u003cdiv\u003e\u003ch5\u003e \u003cb\u003ePublisher's Review\u003c\/b\u003e\n\u003c\/h5\u003e\u003c\/div\u003e\n\u003cdiv\u003e\n\u003cdiv\u003e \u003cb\u003ePlanners, designers, marketers, and customer service representatives\u003cbr\u003e Why should you map your customer journey?\u003cbr\u003e Practical structure that can be followed right away in the team and in practice!\u003cbr\u003e Maximize your expertise with a well-crafted customer journey map!\u003cbr\u003e\u003c\/b\u003e \u003cbr\u003eA customer journey is the flow of experiences that a current or potential customer has while using a service.\u003cbr\u003e 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.\u003cbr\u003e 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.\u003cbr\u003e Many organizations often leave problems exposed because they don't have a concrete, visual view of how their customers' experiences actually unfold.\u003cbr\u003e\u003cbr\u003e 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. \u003cbr\u003eSuch 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.\u003cbr\u003e The biggest problem is that we don't clearly define the type of customer.\u003cbr\u003e 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.\u003cbr\u003e 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.\u003cbr\u003e\u003cbr\u003e 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. \u003cbr\u003eOnce the customer journey map is created, any customer touchpoints that need improvement are identified and a direction for how to proceed is established.\u003cbr\u003e The customer journey exists both offline and online.\u003cbr\u003e 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.\u003cbr\u003e 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.\u003cbr\u003e 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.\u003cbr\u003e\u003cbr\u003e\u003cbr\u003e \u003cb\u003eThe main target audience for this book\u003cbr\u003e\u003c\/b\u003e\u003cbr\u003e - Service planners and product managers who must clearly understand the customer experience \u003cbr\u003e- UX\/UI designer who designs products with complex paths\u003cbr\u003e - Startup entrepreneurs looking to launch a new brand\u003cbr\u003e - Businesses that prioritize online and offline channels\u003cbr\u003e - Service instructors who frequently give CS lectures\u003cbr\u003e\u003cbr\u003e \u003cb\u003eDesign research, UX planning, service design, CS lectures, etc.\u003cbr\u003e A guide optimized for all kinds of workshops!\u003cbr\u003e\u003c\/b\u003e\u003cbr\u003e This book reveals the author's expertise in customer journey mapping workshops, a unique training service he provides to numerous companies.\u003cbr\u003e Thinking with your hands, such as sticking post-its or arranging cards, is full of unexpected discoveries.\u003cbr\u003e As we have conducted workshops with numerous companies, the content and method of conducting workshops have evolved considerably. \u003cbr\u003eThis book is rich in insights and lessons learned from observing the reactions of actual participants by professionally trained customer journey map facilitators.\u003cbr\u003e 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.\u003cbr\u003e Here's how you can use this book!\u003cbr\u003e\u003cbr\u003e \u003cb\u003e1.\u003cbr\u003e Read before the workshop\u003cbr\u003e\u003c\/b\u003e\u003cbr\u003e 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.\u003cbr\u003e It also presents the materials and environment needed to hold a workshop, the role of the 'facilitator', and the core of 'facilitation'.\u003cbr\u003e We'll cover the fundamentals of customer journey mapping to spark a lively discussion.\u003cbr\u003e\u003cbr\u003e \u003cb\u003e2.\u003c\/b\u003e \u003cbr\u003eUse it as a guide when holding workshops.\u003cbr\u003e\u003cbr\u003e We will explain the specific workshop process, i.e. the map development process, in eight steps.\u003cbr\u003e Since the topics covered in B2C and B2B businesses are slightly different, we'll guide you through developing customer journey maps for each separately.\u003cbr\u003e The subheadings also include the time required for each step, so you can use them as a progress script.\u003cbr\u003e\u003cbr\u003e \u003cb\u003e3.\u003cbr\u003e Understand more deeply and more properly\u003cbr\u003e\u003c\/b\u003e\u003cbr\u003e We interviewed companies that actually held customer journey mapping workshops and present case studies from six brands, three each from B2C and B2B.\u003cbr\u003e 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. \u003cbr\u003e\n\n\u003c\/div\u003e\n\u003cdiv\u003e\u003c\/div\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\n\n\u003c\/div\u003e\n\n\u003ccenter\u003e\u003ctable\u003e\u003ctr\u003e\u003ctd style=\"height:10px\"\u003e\u003c\/td\u003e\u003c\/tr\u003e\u003c\/table\u003e\u003c\/center\u003e\n\n\u003ccenter\u003e\u003ctable\u003e\u003ctr\u003e\u003ctd style=\"height:10px\"\u003e\u003c\/td\u003e\u003c\/tr\u003e\u003c\/table\u003e\u003c\/center\u003e\n\n\u003cdiv style=\"width:95%;padding-top:20px;padding-bottom:20px\"\u003e\n\n\u003cdiv style=\"text-align:left;font-size:16px;font-weight:bold;padding-bottom:20px\"\u003e GOODS SPECIFICS \u003c\/div\u003e\n\n\u003cdiv style=\"text-align:left;font-size:14px;line-height:1.6em;\"\u003e\n\n\u003cdiv style=\"width:100%;margin-bottom:5px;line-height:1.6em;font-size:14px\"\u003e - \u003cstrong\u003eDate of issue:\u003c\/strong\u003e April 13, 2023\u003c\/div\u003e\n\n\u003cdiv style=\"width:100%;margin-bottom:5px;line-height:1.6em;font-size:14px\"\u003e - \u003cstrong\u003ePage count, weight, size:\u003c\/strong\u003e 144 pages | 180*250*20mm\u003c\/div\u003e\n\n\u003cdiv style=\"width:100%;margin-bottom:5px;line-height:1.6em;font-size:14px\"\u003e - \u003cstrong\u003eISBN13:\u003c\/strong\u003e 9791192143880\u003c\/div\u003e\n\n \u003cdiv style=\"width:100%;margin-bottom:5px;line-height:1.6em;font-size:14px\"\u003e- \u003cstrong\u003eISBN10:\u003c\/strong\u003e 1192143884 \u003c\/div\u003e\n\n\n\u003c\/div\u003e\n\n\n\u003c\/div\u003e\n\n\n\u003c\/div\u003e\n\n\u003ccenter\u003e\n\n\u003ccenter\u003e\u003ctable\u003e\u003ctr\u003e\u003ctd style=\"height:10px\"\u003e\u003c\/td\u003e\u003c\/tr\u003e\u003c\/table\u003e\u003c\/center\u003e\n\n\u003ccenter\u003e\u003ctable\u003e\u003ctr\u003e\u003ctd style=\"height:10px\"\u003e\u003c\/td\u003e\u003c\/tr\u003e\u003c\/table\u003e\u003c\/center\u003e\n\n\u003cspan\u003e\u003c\/span\u003e\n\n\u003c\/center\u003e\n\n\n\u003c\/center\u003e","brand":"LIBRAIRIE COREENNE","offers":[{"title":"Default Title","offer_id":43889893670954,"sku":"161483","price":37.0,"currency_code":"EUR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0683\/2750\/5962\/files\/6194d03bed2e198358a86568af2ccb8d.jpg?v=1765275859","url":"https:\/\/librairie.coreenne.fr\/en\/products\/161483","provider":"LIBRAIRIE COREENNE","version":"1.0","type":"link"}