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Introduction
This consists of creating a timeline where the user's activity and observations can be placed, with the aim of understanding the behaviour and interaction of a user in a specific context.
Trajectory Map
Trajectory map is also known as Journey map, customer journey maps, user experience map, service plan, touchpoint maps.
Description
What is this technique/tool about.
The Customer Journey Map technique is about visually representing the complete experience of a customer or user throughout their interaction with a product, service, or process. This map captures the different touch points, emotions, needs, and actions experienced by the customer from the beginning to the end of their journey. The main objective is to understand and analyse the customer experience to identify opportunities for improvement, weaknesses, and strengths in the interaction, so that solutions can be designed to deliver a more satisfying and relevant experience. By mapping the customer journey, key moments, friction points and opportunities to improve the overall customer experience can be identified.
For which purposes is it used (why in your high school teaching).
The Customer Journey Map technique is used for a variety of purposes in different contexts. In secondary education, this technique can be used for the following reasons:
- Understanding the student experience: The journey map allows educators to better understand the experience of students throughout their educational journey. It can help identify key moments, needs, challenges and emotions that students experience during their secondary education.
- Identify points for improvement: The journey map can reveal points of friction, difficulties, or areas where students may be struggling. By identifying these points, educators can take steps to improve the student experience, adapt the curriculum, adjust teaching methodologies, and provide the necessary support for students to reach their full potential.
- Foster empathy and engagement: Using the journey map fosters empathy for students by understanding their perspectives, needs and challenges. This promotes a more inclusive and collaborative school environment.
In summary, the use of the journey mapping technique in secondary education helps to understand the student experience, identify points for improvement and encourage empathy and participation. This can lead to a more personalised and meaningful education, improving student engagement and success.
Limitations
While the journey mapping technique can be very useful, it also has some limitations that need to be considered:
- Overgeneralization: There is a risk of over-generalising and lumping all customers into a single profile or experience, so it is important to consider diversity and individuality when analysing the results of the map.
- Perception bias: The journey map is created through the interpretation of data and the perception of researchers or designers. This can lead to subjective bias, influenced by the opinions and perspectives of those creating the map.
- Lack of quantitative data: The journey map focuses primarily on qualitative aspects of the customer experience, such as emotions, actions and needs.
- Changes in customer experience: Customer experience is dynamic and can change over time. It is necessary to periodically update and review journey maps to keep up with changes in customer experience.
How to implement these technique/tools
Tips and tricks divided into the three stages of trajectory map implementation: preparation, during implementation and follow-up.
Preparation, before the session:
- Define the goal: Before you start, clearly state the goal of your journey for what you want to achieve by mapping the customer experience? This will help you focus your efforts and get more relevant results.
- Gather data and information: Collect data on the customer experience through different sources, such as surveys, interviews, analytics data, customer feedback, etc. The more information you have, the more accurate your representation of the customer journey will be.
- Select your customer segments: If you have different customer segments, choose those that are most representative or have specific characteristics and need to focus on your journey map.
During the session:
- Create a multidisciplinary team: Involve people from different areas or departments to gain different perspectives and knowledge. This will help to get a more complete picture of the customer experience.
- Hold collaborative workshops: Organise workshops or team work sessions to map the customer journey. Encourage active participation of all members and use visual methods, such as post-its or online tools, to capture and organise information.
- Identify key moments: During implementation, identify key moments or turning points in the client journey. These moments can be positive or negative and represent opportunities to improve the customer experience.
Follow-up after the session:
- Analyses and prioritises findings: Identify areas where significant improvements can be made and set concrete actions to address them.
- Implement improvements and test: Be sure to measure and collect data on the results of these improvements to provide solid feedback and guide future actions.
- Regularly update the map: This will allow you to keep it relevant and adjusted to changing customer needs.
Examples and/or testimonials
Example from the hospitality industry:
“We used journey mapping to understand our guests' experience at our hotel. We discovered that the check-in process was a source of frustration due to long waits and lack of available staff. With this information, we implemented improvements, such as introducing a fast-track check-in process and hiring more staff during peak times. As a result, our guests' satisfaction increased significantly, and we received positive feedback on the improved efficiency of check-in”.
Testimonial from a high school student:
'When we journey mapped our school experience, we realised that many students felt overwhelmed and stressed during exam periods. Using this information, teachers implemented a programme of emotional support and stress management techniques during these periods. It was amazing to see how the atmosphere in the school changed, with calmer students and a greater sense of support. We felt listened to and valued as students'.
These examples and testimonials show how the journey mapping technique can be applied in different contexts, such as hospitality, education, and e-commerce. It helps to understand the needs and challenges of users or customers, and how specific improvements can be implemented to deliver a more satisfying and relevant experience.
Tools that can be used when applying the journey mapping technique:
- Empathy maps: visual tools that you can use to explore different aspects of the customer experience and get a deeper insight into their perspective.
- Flowcharts: You can use these to visualise the different steps, touchpoints, and key moments clearly and concisely in the customer journey.
- Customer Journey Mapping software: Online tools specifically designed to create customer journey maps in a collaborative and visually appealing way.
- Surveys and questionnaires: help collect data and feedback from customers about their experience at different touchpoints.
- Interviews and focus groups: These qualitative tools allow you to explore customers' needs, expectations, and emotions in greater depth.
- Data analysis and metrics: Use data analysis tools to collect and analyse quantitative customer experience data.
- Online collaboration tools: To facilitate team collaboration during journey map creation and updating, you can use online collaboration tools such as Google Docs, Trello, or Miro.
Resources
Additional resources you can consult for more information on the trajectory mapping technique:
Web links:
Books:
- 'Mapping Experiences: A Complete Guide to Creating Value through Journeys, Blueprints, and Diagrams' by James Kalbach: This book offers a comprehensive perspective on how to create customer experience maps, including journey mapping. It provides practical examples and tips for effective implementation.
- 'Customer Journey Mapping: Charting the Course to Loyalty' by David L. Edelman and Marc Singer: This book explores the importance of customer journey mapping in creating exceptional customer experiences and customer loyalty. It offers case studies and practical strategies for implementation.
Academic articles:
- 'Customer Journey Mapping: A Literature Review and Proposed Framework' by Susan M. Dawes and Caroline J. Oates: This academic article reviews the existing literature on customer journey mapping and proposes a theoretical framework for its application. You can access it through academic databases such as JSTOR or Google Scholar.
- 'Applying Customer Journey Mapping to Improve Customer Experience' by Lars Witell et al.: This academic article discusses how customer journey mapping can be used to improve customer experience. It provides an in-depth look at the technique and its impact on different industries.
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