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Customer Journey Mapping

Customer Journey Mapping
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ISBN: 978-87-403-1200-3
1 edition
Pages : 116
  • Price: 75.50 kr
  • Price: €8.99
  • Price: £8.99
  • Price: ₹150
  • Price: $8.99
  • Price: 75.50 kr
  • Price: 75.50 kr

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About the book

  1. Description
  2. Content


Customer Journeys are a modern version of customer processes. They describe how customers will travel from a desire to an outcome. If you want to put the customer at the heart of your business, ensuring long-term success, Customer Journey Mapping is something you will have to do to get there. This book gives you one of the best methods in Customer Experience Management industry to do that. This book is a recommended reading for anyone dealing with customer experiences or business processes. It is also suitable for those who want to learn how to optimise business using customer-centric techniques.

About the author

Dr. Janne Ohtonen, is an experienced customer experience and business process management specialist, with two decades of experience. He has worked with companies like British Telecom, Pfizer, Apple, IAG Group, Bristol Myers-Squibb, UK Broadband and British Airways. Dr. Ohtonen has also published several books on customer-centric business process management and capabilities.



  1. Introduction to Customer Journey Mapping
    1. The Importance of Journey Mapping
    2. Customer Journey Map vs
    3. Other Business Maps
    4. Main Components for a Great Customer Journey Map
    5. Summary
    6. Benefits of Journey Mapping
  2. Introducing Case WWJD – Waving Watchmen Joining Designers
    1. An Interview of Chief Operating Officer
    2. Customer Story
  3. End to End Customer Journey Mapping
    1. Deciding Whose Journey Is Mapped Out
    2. Understanding Where the Journey Starts and Ends
    3. Identifying a Macro Journey
    4. Universal Customer Journeys
    5. Generic Customer Journeys
    6. Customer Specific Journeys
    7. Determining a Micro Journey Step by Step
    8. Shaping the Journey on to a Map
    9. Case WWJD: Customer Journey Map
  4. Discover Customer Interactions
    1. Introduction to Customer Interactions
    2. Identifying Customer Interactions
    3. Identifying Moments of Truth
    4. Aligning Interactions to Customer Journey Map
    5. Case WWJD: Customer Interactions Map
  5. Breakpoints Along the Journey
    1. Introduction to Breakpoints
    2. Identifying Breakpoints
    3. Aligning Breakpoints to Customer Journey Map
    4. Aligning Business Processes to Customer Journey Map
    5. Case WWJD: Breakpoints Map
  6. Business Rules Shaping the Journey
    1. Introduction to Business Rules
    2. Identifying Business Rules
    3. Aligning Business Rules to Customer Journey Map
    4. Case WWJD: Business Rules Map
  7. Details Around the Journey
    1. Mapping Systems and Tools
    2. Mapping Resources and Capabilities
    3. Mapping Stakeholders
    4. Case WWJD: Detail Map
  8. Emotional Impact of the Journey
    1. Introduction to Customer Emotions
    2. Identifying Emotions in a Customer Journey
    3. Aligning Customer Emotions to Journey
    4. Case WWJD: Emotional Map
  9. Facilitating Customer Journey Mapping Workshops
    1. Introduction to Workshops
    2. Who Should Participate
    3. Agenda for The Workshop
    4. Logistics
    5. Participant Instructions
    6. Session Rules
    7. Facilitation Secrets and Guidelines
    8. About Sticky Notes
    9. Follow Up After the Session
  10. Communicating the Results
    1. When Is a Customer Journey Map Ready?
    2. Documenting The Customer Journey Map
    3. Sharing The Customer Journey Map
    4. Keeping The Map on Top of Mind
    5. Updating The Map
    6. Case WWJD: The Final Map
  11. Evaluating Customer Journeys
    1. Financial Implications
    2. Journey Efficiency
    3. Choosing Where to Focus
  12. Summary
    1. Shaping The Organisational Culture Using Journey Maps
    2. Taking Action to Improve
    3. Your Journey Map to Customer Success
  13. Author’s Recommended Resources
    1. Recommended Online Training
    2. Recommended Reading
  14. About the Author
    1. Dr. Janne Ohtonen
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