In my presentation I will show and elaborate a method we developed for visualizing customer journeys through a theme or a product of an organization. To remain at the experience and perception of a broad audience (at least all the people in the organization) we used a simple and known way to visualize a journey: metro maps. The advantage of such an image is that it contains so called ‘stations’ on which passengers can skip the stations that are not necessary for them. The stations are phrased as customers questions or customers actions and always start as follows: ‘I want  to know’ or ‘I want to do’. This method gives us the opportunity to plot on these stations the following: Information channels, action channels, business output, knowledge, business processes and all sorts of data (e.g. contact data, customer experience data).  Start of a Journey (which can be led over various lines) is almost always a life event, like: becoming of age.

Learning Objectives:

• How to visualize customer journeys
• Thinking and acting from a customer's perspective
• Plotting data, knowledge an processes on a customer journey