What is a Customer Journey Map (CJM)?

A customer journey map is a visual representation of every interaction that customers encounters with your company. It is an illustrated representation of a customer’s expectations, experiences, and reflections as customer interacts with your company over time across multiple stages and touchpoints. CJMs are the foundation of the customer experience (CX) ecosystem.

Why Do You Need a Customer Journey Map?

The goal of customer experience isn't just to retain and create new customers. You need happy customers who will refer, review, and advocate for your restaurant. Journey maps provide a framework that aligns your business around holistic customer experiences and provides valuable insight along the customer journey to turn every customer touchpoint into a memorable experience.

How Can Journey Maps Benefit You?

Journey maps provide feedback on your products and services directly from customer's perspective. You can use journey maps to optimize:

  • Restaurant's current products and services, and restaurant's overall customer experience.
  • Restaurant's grand opening by resolving major pain points before official opening.
  • Restaurant's transition to new services, like online ordering, takeout, and curb side pickup.

Journey maps provide an invaluable outside-in perspective to transform your business, not just improve it.

Why Can't You Do the Customer Journey Map Yourself?

Customer journey maps are most effective when facilitated by certified CX professionals who have been trained in customer journey mapping. We bring a neutral perspective (no business bias from working in your restaurant) and wealth of experience with restaurants to help you quickly identify and resolve the real-time issues that we identify  through customer journey maps to positively impact your brand right now.

Deconstruction of Customer Journey Map Process

Journey maps tell holistic, visual stories of customer journeys, from customers' perspective, to help companies achieve their business goals by understanding and addressing customer needs. Journey mapping starts with user goals and actions arranged in a timeline map. Next, user thoughts and emotions (think & feel) are added to the map to create a narrative. Customer experiences are then mapped along all touchpoints of the customer journey.

While journey maps take a variety of forms, there are underlying components that are used to make them effective. See diagram and notes below for diagram annotations:

  • 1 - Persona (who)
  • 2 - Scenario to be examined (what)
  • 3 - Phases of journey
  • 4 - Touchpoints (actions)
  • 5 - Experiences (net promoter score or NPS)
  • 6 - Thoughts & emotions (think & feel)
  • 7 - Pain points & insights
  • 8 - Opportunities & ideas for making CX improvements

Customer Journey Map Process

Below is the journey map process that will follow once you request a free customer journey map:

  • We schedule a visit to your restaurant within 1 week of your inquiry.
  • We anonymously visit your restaurant for lunch or dinner (your preference) to gather data for the customer journey map.
  • We meet with you within 1 week of the restaurant visit to discuss the customer journey map, identify the most important moments that matter most to your customers. and  plan next steps in improving your customer experience.

The customer journey map will provide you with valuable insights into actions you need to take to improve the experience of your customers and grow your business. We provide the free journey map without any further obligation.

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