What are customer journey maps?

Customer journey maps are graphical representations of the steps a customer absolves when interaction with your organization. They can include a wide variety of information, including things like critical decisions, touchpoints, departments involved, IT systems, or any other points that are specific to your organization. When creating a customer journey map, you model your organization from the outside in. Hence, customer journey maps provide customer-centered entry points to your business process and/or enterprise application landscape.

Customer journey map elements

The following sections explain the customer journey map elements you can use in SAP Signavio Process Manager.

Persona

Personas represent typical customers. A persona's attributes and their associated banners define their motivations, goals and pain points, as well as typical characteristics like preferred media channels and IT savviness.

A female and a male persona.
A female and a male persona.

Personas can be either female or male, depending on their gender attribute.

Customer

A customer element represents a persona at a specific step of a customer journey. You can configure customer elements to express their feelings and attitudes as gestures, for example as a thumbs up.

A customer.
A customer.

As personas, customers can be either female or male, depending on their gender attribute.

Outcome

Outcomes define what your customers are trying to get out of their experience. For example, an outcome of the customer journey of a banking customer might be obtain loan. Outcomes can be either successes (hoisted flag) or failures (flag on the ground).

Successes and failures.
Successes and failures.

Step

Steps (connected through paths) show the sequence of events at a high level and form the backbone of a customer journey map around which supporting elements are arranged.

A sequence of steps.
A sequence of steps.

Path

Paths connect different steps to define the flow of a customer journey.

Touchpoints

Touchpoints represent steps where your customer comes into direct contact with your brand. Each touchpoint relates to at least one of your business processes and roles or IT systems. Touchpoints can be either physical (for example: a cash desk) or virtual (for example: social media).

Different touchpoints
Different touchpoints

Moment of truth

Moments of truth are key decision points that can make or break your business’s chance for succeeding with the customer. They are either barriers (requiring customer empowerment) or signposts (requiring a customer decision).

Moments of truth: barriers and signposts.
Moments of truth: barriers and signposts.

Trigger

Triggers start a customer journey. They can be either ideas (inspiration-driven) or demands (driven by need).

A trigger.
A trigger.

Text

Text labels describe specific customer journey map elements or element groups.

A text describing a customer's thoughts at a specific journey step.
A text describing a customer's thoughts at a specific journey step.

Banners are post-it-style notes that contain important textual information about a customer journey map element or about the customer journey in general. The icon and default color of a banner depends on the elements type attribute, which can be idea (light bulb), demand (bell) or goal (flag).

Banners of different types.
Banners of different types.

Decoration

Decoration elements provide additional visual information to support specific process steps. For example, a package decoration element might indicate a delivery.

Different decoration elements.
Different decoration elements.