On what level should you describe the customer journey? Should you make it overall, high level, end-to-end or is it better to add all of the customer journey map details in a more specific part? Or should you mix different levels?
Let’s take a closer look on the customer journey map details
Level 1
The highest level describing if the customer is in the phase “before”, “during” or “after” the service or experience. Make sure to always have these higher categories in your end-to-end-map. Understanding these details at this level of the customer journey map is crucial.
Level 2
The activities or situations during each phase. For instance during the phase “Before” you might have the activity “researching different alternatives” or “signing up”. There are usually 4-10 activities/situations per phase in a map. To make any sense, all customer activities should be mapped on this level, but not all of it needs to be described deeper.
The purpose of mapping level 2 is to get a good overview of where in general the customer experience is failing or where you have business challenges that need to be solved. Insights from these customer journey map details can help strategic decisions on where you should focus.
Level 3
Describes the activities in the above lane in more detailed steps, for instance: “sign up” may consist of the steps: “check if time fits my calendar”, “log in” or “call grandmother if she can take care of the kids at 2 pm next wednesday”
Level 4
Describes the details in level 3 in further. For instance: “Log in” may consist of “Click on the mail invite”, “type in username and password”, “redirected”, “get new information”.
If a certain area in your end-to-end-map is defined as important, you can drill down into the level 3 steps in that certain area. But if there are several areas in the map where the customer experience needs to be improved, it’s better to link to specific journey maps that represent those areas. And these maps should have a detail level 3 and 4. In Custellence it’s very easy to create an eco system of connected journey maps like this.
Read more about CX and customer journey map details
Read all about the structure of journey maps and the elements you can use when building them. Also learn and how to assemble each part. Allt his is in our guide–How to create a journey map.
Finding the right level of detail in a customer journey map is essential for creating actionable insights. If you’re looking for more in-depth guidance, check out this comprehensive step-by-step guide on customer journey mapping from Atlassian.
By Daniel Ewerman
