Customer journeys vary based on the nature of your business, which means touch points can vary as well. 


The below steps will help you in creating a simple customer journey map, which in turn can be used to define your drivers and creating additional survey touchpoints.


Directions

  1. Creating your Primary Drivers

    Imagine yourself in the shoes of your customer when they first encounter your business. What are the first few steps that you would likely come across? Determining where your customer starts their experience also helps you identify which teams are responsible for maintaining that touchpoint. You can use your Customer Journey Map to help assess where this journey begins.

    For example, if you want to buy services from a company, your first step would likely be to enter the company's website or online portal to register your account. If you're buying a business solution, this could be the sales process or a demo experience that you requested for your company. Here's the example based on the Customer Journey Map video:

    1) Product
    2) Order
    3) Delivery
    4) Outlet Execution
    5) Payment

  2. Formulating your sub-drivers

    Once you have established your Primary Drivers, you can begin identifying the products or services that are specifically associated with each driver. Touchpoints surrounding Products and Services such as an online ordering page, a support desk, or a payment system are all good options for sub-drivers.

    Example:

    1) Product
    -Product Information
    -Product Quality
    -Product Appeal

    2) Order
    - Product Availability
    - Punctual Delivery
    - Accuracy of Delivery
    - Day Service

  3. Verify your Primary and Secondary Drivers with different teams and colleagues


    Each driver and sub-driver will be used to collect customer feedback to improve your business. Therefore, having a representative driver set can be beneficial to multiple teams who could benefit for specific customer experiences on their touchpoint. It is worthwhile to cross check the drivers internally to see if any drivers could be enhanced or revised to correctly capture the necessary feedback points that your business can benefit from.

  4. Test your driver set with a few customers

    To validate whether your driver set accurately represents the Customer Journey, test your driver set over a few survey rollouts to see whether your driver click rate is relevant to your customer base. A low driver click rate can signal a need to review your drivers. You can also learn directly from survey responses on what points customers were not able to select in their surveys and factor that into your driver revision process.