![]() The purpose with the Insight Evidence is to help your team to make notes about what kind of customer insights you rely on. Sub-lanes are Customer Quote, Experience, Thinking, Feeling and Insight Evidence. To explain the emotional state - use the sub-lane for Customer Experience Explanations. If the customer is happy the curve goes up, and vice versa. Customer Emotional State: Describe the customer’s emotional state. ![]() Sub-lanes are customer Activities, Goals and Needs. To learn more about how to think about levels of details read about how to create a journey map part 3 (). Customer Journey: In this lane, describe all the activities or situations that the customer goes through.Customer Phases: Represents the overall phases in the Customer Journey, most often stated as Before, During and After using a service or a product.Map lanes and how to use them to create value Customer ![]() It is not too overwhelming (which means it works well when presenting at a decision group), but can still contain all the deeper insights and details in the sub-lanes. The template is designed to provide a clear and balanced overview. Finally, at the bottom of the map you’ll find development lanes for improvements. Backstage is often referred to as under the Line of Visibility. And in the Backstage you visualize the internal processes and operations the customer doesn’t see. Customer represents the Customer Journey, Onstage is where the customer interactions take place. The Service Blueprint is divided in three main sections: Customer, Onstage and Backstage.
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