15 · Customer Journey Map
1. GEMBA WALK STAGE
During the Gemba Walk
2. BRIEF DESCRIPTION
A customer journey map is a structured and visual representation of a customer, user or employee journey through a process, while using the product or experiencing a service, focusing on identifying and understanding the different interactions and touchpoints. These maps highlight parts of the product or service that work for the customer and parts that need improving (pain points). A customer journey map takes the customer’s point of view.
3. HOW TO USE THE CUSTOMER JOURNEY MAP IN THE GEMBA WALK
The customer journey map can be used to map the actual end-customer journey with the aim to improve internal processes and serve customers better, or it can also be used to map internal processes with the customer in mind. The customer journey map can be created on multiple levels of complexity, from simply depicting only the customer’s path (similar to spaghetti diagrams) to the more complex ones which include multiple levels (feelings, thoughts, challenges, internal processes that support the touchpoint, opportunities, etc.).
4. ROLES AND ACTIVITIES
Leader: Supports the team and facilitates the customer journey map creation, enables access to observe the customer journey to identify areas of improvement in the critical touchpoints
Facilitator: Supports with customer journey map training, provides templates and facilitates the sessions to develop the maps
Team member: Is engaged in the customer journey mapping sessions, identifies opportunities, proposes improvement actions
5. EXPECTED BENEFITS FOR THE GEMBA WALK
Supports visualization of the customer/user/employee journey
Helps identify improvement opportunities
Visual diagram to align and guide the Gemba team
6. ORGANIZATIONS THAT DEVELOP CUSTOMER JOURNEY MAPS