Customer Journey Map/ Persona Map / Empathy Map CHAIN REACTIONS,

Customer Journey Map/ Persona Map / Empathy Map CHAIN REACTIONS, Bernhard Kölmel

PERSONA OR EMPATHY MAP CUSTOMER JOURNEY MAP A CUSTOMER JOURNEY MAP TRACES THE INTERACTIONS FOR TYPICAL CUSTOMERS, THEIR DECISIONS, AND EMOTIONS THROUGHOUT THE PRODUCT ACQUISITION CYCLE. THE CUSTOMER JOURNEY MAP IS COMPLETED FOR A REPRESENTATIVE PERSONA IN EACH MARKET SEGMENT. AFTER COMPLETING THE CUSTOMER INTERVIEW WORKSHEETS, YOU WILL SUMMARIZE CUSTOMERS WITH TWO TO FIVE PERSONAS. TAKING COOPERATION FORWARD 2

PERSONA OR EMPATHY MAP CUSTOMER JOURNEY MAP A CUSTOMER JOURNEY MAP TRACES THE INTERACTIONS FOR TYPICAL CUSTOMERS, THEIR DECISIONS, AND EMOTIONS THROUGHOUT THE PRODUCT ACQUISITION CYCLE. THE CUSTOMER JOURNEY MAP IS COMPLETED FOR A REPRESENTATIVE PERSONA IN EACH MARKET SEGMENT. AFTER COMPLETING THE CUSTOMER INTERVIEW WORKSHEETS, YOU WILL SUMMARIZE CUSTOMERS WITH TWO TO FIVE PERSONAS. Example: Sharon (persona) is a 33-year old teacher. Her home coffee maker broke on a Monday morning when she needed to arrive at work early for a meeting with school staff. During breaks in the school day, Sharon checks features and prices of coffee makers online, and she noticed an ad on television in the break room for a coffee maker. After work, she goes to the mall to pick up her dry-cleaning, so she also stops at a nearby department store that advertises small appliances and sells brands she trusts. With scheduled exams for her students during the week, she decides to purchase a coffee maker immediately since it has comparable features and prices compared to the ones she researched online. She is delighted to receive special coupons via email for disposable supplies, like filters and special blend coffees. TAKING COOPERATION FORWARD 3

PERSONA OR EMPATHY MAP CUSTOMER EMPATHY MAP Any good product, service or design is only good if it matches what a customer desires in the product. An empathy is a collaborative tool, teams can use to gain a deeper insight into their customers. Much like a user persona , an empathy map can represent a group of users, such as a customer segment. TAKING COOPERATION FORWARD 4

PERSONA OR EMPATHY MAP CUSTOMER EMPATHY MAP A CUSTOMER EMPATHY MAP FOLLOWS THE THOUGHTS, FEELINGS, PAINS, AND GAINS OF A POTENTIAL CUSTOMER. USE THE CUSTOMER EMPATHY MAP TO SELECT FEATURES FOR PRODUCT AND SERVICE DEVELOPMENT SO THAT THE HIGHEST PRIORITY NEEDS OF THE CLIENT OR CUSTOMER ARE MET. ADDITIONALLY, THE CUSTOMER EMPATHY MAP IDENTIFIES THE EMOTIONAL PULL OF A PRODUCT OR SERVICE FOR A CUSTOMER AND HELPS TO BUILD THE CUSTOMER VALUE PROPOSITION FOR THE FINAL PRODUCT OR SERVICE. TAKING COOPERATION FORWARD 5

PERSONA OR EMPATHY MAP CUSTOMER EMPATHY MAP A customer empathy map follows the thoughts, feelings, pains, and gains of a potential customer. Use the customer empathy map to select features for product and service development so that the highest priority needs of the client or customer are met. Additionally, the customer empathy map identifies the emotional pull of a product or service for a customer and helps to build the customer value proposition for the final product or service. Example: Juan (persona) is a 50-year old office manager. He needs to buy a new vehicle because her car is old and becoming unreliable. Generally, he does not enjoy the car-buying experience, but he wants to get the best vehicle for the money. Juan really likes some of the features of his current car: manual transmission, quality brand, and reliable. He’s also excited about some of the new features on his wife’s new car: Bluetooth, lane departure warning, and more trunk space for his golf clubs. He hears a lot about cars from the guys in the office and he sees a lot of ads on television during football games. With a mixture of excitement and dread, Juan’s thoughts and feelings about buying a new vehicle are reflected in the customer empathy map. TAKING COOPERATION FORWARD 6

PERSONA OR EMPATHY MAP QUADRANT 1: THINK & FEEL What does the person think and feel? 1. What really counts? 2. Major Preoccupation? 3. Worries and Aspiration? TAKING COOPERATION FORWARD 7

PERSONA OR EMPATHY MAP QUADRANT 2: HEAR What does the person hear? 1. What friends say 2. What teachers say 3. What parents say 4. What Influencers say TAKING COOPERATION FORWARD 8

PERSONA OR EMPATHY MAP QUADRANT 3: SEE What does the person see? 1. Environment 2. Friends 3. What the market offers TAKING COOPERATION FORWARD 9

PERSONA OR EMPATHY MAP QUADRANT 4: SAY & DO What does the person say and do? PAIN 1.Fear 2.Frustrations GAIN 1.Wants and Needs 2.Measures of Success 3.Obstacles 3.Obstacles TAKING COOPERATION FORWARD 10

PERSONA OR EMPATHY MAP QUADRANT 5 & 6: PAIN AND GAIN What is the person s pain and gain? 1. Attitude in Public 2. Appearance 3. Behavior towards others TAKING COOPERATION FORWARD 11

PERSONA OR EMPATHY MAP TAKING COOPERATION FORWARD 12