The Journey Mapping Playbook: A Practical Guide to Preparing, Facilitating and Unlocking the Value of Customer Journey Mapping

Jerry Angrave

Published by De Gruyter 2020

The Journey Mapping Playbook

A Practical Guide to Preparing, Facilitating and Unlocking the Value of Customer Journey Mapping

Jerry Angrave

In the series De Gruyter Business Playbooks

https://doi.org/10.1515/9783110641332

Overview
Contents

About this book

The Journey Mapping Playbook: A practical guide to preparing, facilitating and
unlocking the value of customer journey mapping

A valuable guide in helping you build stronger customer experience programmes by developing effective customer experience strategies.

Customer journey mapping is a vital tool used by Customer Experience professionals around the world. The journey map is crucial in understanding and managing the customer's perception of your service or brand at critical touchpoints and prioritising how to improve that experience. Journey mapping also shows where great experiences currently exist within the company and how they should be celebrated or protected.

The danger in not journey mapping or getting it wrong is having no meaningful purpose and no consensus around what actions to take or why. At best, you risk wasting time, and effort or, at worst, handing your advantage over to your competitor.

What should a customer journey map envisage? How should you use it? And how do you plan, facilitate then demonstrate the value of journey mapping by providing a compelling argument within the organisation to make changes?

The Journey Mapping Playbook is an accessible how-to-do-it toolkit aimed at customer experience (CX) and marketing professionals who wish to improve their customer and employee experience.

Jerry Angrave, a Customer and Passenger Experience Director who works across many sectors, including aviation and travel, financial services, professional services, and manufacturing, provides insight and practical guidance on planning, facilitating, and delivering a strategic journey mapping workshop.

In this playbook, you will learn how to:

Define journey mapping;
Understand why a journey map is commercially important;
Prioritise which journeys to focus on and how;
Decide whom to invite and which tools to prepare;
Plan for an effective session;
Make every stage of the journey relevant and purposeful;
What to do at the output of the workshop to ensure you get the most out of them;
Build an ongoing programme;
Nurture better and more profitable customer experiences.

This book is for you if:

You are a customer experience or marketing professional;
You are in the early stages of building a rewarding career in customer experience;

The Journey Mapping Playbook is a practical guide, presented in striking colour, with downloadable worksheets and frameworks to help you prepare, plan and run your workshop.

Events around the book

Link to a De Gruyter Online Event in which the author Jerry Angrave and founder & CEO of Empathyce, together with Ian Golding, Global Customer Experience Specialist; Sarah Corney, Head of Digital Experience, CIPD, London; and Nathalie Wickens, Customer Experience Manager, Cardiff Airport, discuss how business professionals can develop confidence with Customer Journey Mapping by making business decisions which are aligned with the experiences of the people they serve:
https://youtu.be/s64kDe1dm2Y

Author / Editor information

Jerry Angrave is Customer and Passenger Experience Director at Empathyce, a customer experience (CX) consulting and coaching company.

Jerry works across many sectors including aviation and travel, financial services, professional services and manufacturing. Based in the United Kingdom, he works with companies throughout Europe and the Middle East.

His work is about helping build stronger CX programmes through the development of effective CX strategies and the delivery of operational competencies. At its core is the understanding of customers; who they are, why they do business and their hopes, expectations and fears.

The value in customer journey mapping is therefore in unlocking the most important issues and prioritising what should be done about them. Jerry has facilitated hundreds of journey mapping workshops and trained countless CX practitioners to run their own sessions.
He is a member of the Customer Experience Professionals Association, created in 2011 to support CX professionals globally. Jerry is hugely passionate about helping those who are looking to build a CX-based career to gain increased knowledge and confidence so they can contribute more to their organisation.

Jerry spent many years in senior CX roles with corporate organisations, including Lloyds Banking Group, before establishing Empathyce in 2012.

Reviews

"Engages your attention from the very first page […] makes for great, easy reading." — 5-star review by The Bookbag

Supplementary Materials

Journey Mapping Playbook – Additional material

Topics

Frontmatter Publicly Available Download PDF	1
TABLE OF CONTENTS Publicly Available Download PDF	7
Foreword Requires Authentication Unlicensed Licensed Download PDF	9
Introduction Requires Authentication Unlicensed Licensed Download PDF	10
PART 1. WORKSHOP PREPARATION
CHAPTER I. SETTING THE SCENE Requires Authentication Unlicensed Licensed Download PDF	22
CHAPTER II. PREPARING AND PLANNING THE WORKSHOP Requires Authentication Unlicensed Licensed Download PDF	40
PART 2. RUNNING THE WORKSHOP
CHAPTER III. THE WORKSHOP Requires Authentication Unlicensed Licensed Download PDF	58
PART 3. WHAT NEXT AFTER THE WORKSHOP?
CHAPTER IV. ACTING Requires Authentication Unlicensed Licensed Download PDF	104
Closing Thoughts Requires Authentication Unlicensed Licensed Download PDF	152
Acknowledgements Requires Authentication Unlicensed Licensed Download PDF	154
About the Author Requires Authentication Unlicensed Licensed Download PDF	155

(Deutsch)

Language: English
Publisher: De Gruyter
Audience: Marketing and customer experience professionals
Pages
- Main content: 156
Illustrations
- Coloured Illustrations: 40
- Coloured Tables: 40
Keywords: Customer journey mapping; customer experience; client journey mapping; employee experience; employee journey mapping; De Gruyter; Jerry Angrave; playbook; playbooks; customer success; Empathyce; passenger experience; CX; CX programmes; CX strategy; CX strategies; CX practitioner; Customer Experience Professionals Association; CX career; marketing; marketing professional; employee experience; customer success

eBook

Published: September 30, 2020
ISBN: 9783110641332

Paperback

Published: October 12, 2020
ISBN: 9783110641110