Customer journey

duckboards - Outi Kähkönen
Photo: Outi Kähkönen

Now that you have picked your company’s key customer segments and created 2–3 customer personas, it is time to map the customer journey for each persona.

To learn more deeply about customer journey mapping, study one of the following materials:
1. Service Design Academy: Journey Maps (video length 5:36)
2.  How to Build Customer Experience Map (blog post by Frank Hamilton) or
3.  How to Build a Customer Journey Map (blog post by Adam Dorfman)

Task:  Choose a customer persona you have created and map the customer journey for that persona. You may fill in this customer journey template (pdf) and download it for yourself with your text or, if you prefer, print out this template. Ideally, you would include your customers and staff in this process.

See also:
Customer journey workhop instructions and tools created by Haaga-Helia 

Service blueprint workshop instructions and tools created by Haaga-Helia

Sources and further reading:

Bergsma, M. 2018. Customer Journey Mapping for Nature organizations; implications and applicability. The 9th International Conference on Monitoring and Management of Visitors in Recreational and Protected Areas (MMV9) Place, recreation and local development 29-31 August 2018, Bordeaux, France., 190–191.

Grocki, M. 2014. UX Mastery How to Create a Customer Journey Map.

Hamilton, F. 2020. How to Build Customer Experience Map + Examples.

Hjalager, A.-M., Tervo-Kankare, K. & Tuohino, A. 2016. Tourism Value Chains Revisited and Applied to Rural Well-being Tourism. Tourism Planning & Development 13:4, 379–395.

Kähkönen, O. & Hanni-Vaara, P. 2022. Walk the Journey in the Customer’s Shoes:
The Road to Understanding Your Customers. In M. Angeria, M. Hirvaskari & O. Kähkönen (Eds) Phenomena of Arctic Nature. Principles and Practices of Nature-based Tourism, 87-93.

Maiseman arvo 2020.  Kestävä maisematuote. (pages 50-51, in Finnish Hyvinvointia kulttuurimaisemasta -tuotteen palvelupolku)

Kauppila, A., Sammalkangas, J., Kestilä, S. & Tekoniemi-Selkälä, T. 2021. Porotilamatkailun uudet tuulet. Lapin ammattikorkeakoulun julkaisuja Sarja D, 1/2021.

Miller, M. E. 2016. The difference between a journey map and a service blueprint.

Service Design Academy 2018.

Travelport 2021. Re-drawing the Map. How has COVID-19 transformed the OTA customer journey?

Visit Finland 2020. Digitaalisen asiakaskokemuksen käsikirja destinaatioille.

Yachin, J. 2018. The ‘Customer Journey’: Learning from Customers in Tourism Experience Encounters. Tourism Management Perspectives, 28: 201-210.

Zhang, T. 2020. Co-creating Tourism Experiences Through a Traveler’s Journey: a Perspective Article. Tourism Review Vol. 75, No. 1, 56–60.