Building a customer journey
A customer journey is used to describe and organize all interactions between the enterprise and a persona for a given result.A customer journey is associated with a persona. Therefore, a customer journey can be created in three different ways:
• from a persona or a persona group,
• from a customer journey group,
• directly from the Customer Journey navigation pane.
Creating a customer journey
To create a customer journey directly:
1. Open the Customer Journey navigation pane.
2. Select Customer Journeys > All Customer Journeys.
A list of customer journeys is displayed in the edit area.
3. Click on the tree root to display its pop-up menu and select New > Customer Journey.
The Creation of a Customer Journey window appears.
4. Enter the Name.
5. Click OK to close this dialog box.
The customer journey appears in the customer journey tree.
Connecting a customer journey to a persona
To connect a persona to a new customer journey from the customer journey tree:
1. Select the line of the new customer journey.
2. Click in the Persona column.
3. Select the persona that interests you.
The persona associated with a customer journey is accessible in the Characteristics tab of the customer journey.Connecting a customer journey to a business line
To connect a business line to a customer journey
1. Open the properties window of the customer journey in question.
2. Select the Characteristics tab and expand the Business Lines section.
3. Click Connect.
Select the business line that interests you.
The customer journey is accessible in the Characteristics tab of the business line.Creating a customer journey group
A customer journey group consolidates the journeys that comply with similar criteria.To create a customer journey group
1. Open the Customer journey navigation window.
2. Select Customer Journey > All Customer Journey groups.
A list of customer journey groups is displayed in the edit area.
3. Click on the tree root to display its pop-up menu and select New > Customer Journey group.
The Creation of a Customer Journey Group window appears.
4. Enter the name of the group.
"Sports holidays" and "cruises"², for example.
5. Click OK to close this dialog box.
The Customer Journey group that you have just created appears in the tree of the Customer Journey Group.
Using the Characteristics tab of the customer journey properties window, you can then connect the customer journey to the group.
Creating a customer journey mapping
Customer journey mapping can only be created and updated in tabular input mode.
Tabular input is available with the HOPEX Web Front-End module. For more details on the use of tabular input, see "Constructing a diagram in easy diagramming mode", page 151.To create a customer journey mapping:
1. In the navigation pane, right-click on the customer journey concerned to display its pop-up menu.
If a mapping already exists for the selected customer journey, its name appears in the pop-up menu of the object. 2. Select New > Customer Journey Map.
The UI of the table input mode opens in the edit area. The tabs available are Phases and Steps.
Defining the customer journey phases in tabular input mode
A customer journey phase is a time or experience-bound period within a Customer Journey.A customer journey is described by several sequenced phases.
The list of phases of a customer journey is accessed from the Characteristics properties window, in the Phases section.
Diagram of a customer journey connected to a persona and a business line with phases
Creating a customer journey phase in tabular input mode
To create a phase in tabular input mode for a customer journey:
1. Click the Phase tab.
2. Click New.
The new phase appears in the list of journey phases.
3. Click on the name of the phase to update it.
If you are in Auto Refresh mode, the diagram is automatically updated, otherwise click Refresh Diagram to display the new phase in the diagram.
Ordering the customer journey phases in tabular input mode
By default, the phases are ordered in the order of creation.
To modify the order of a customer journey using its diagram:
1. Click the Phase tab to access the list of diagram phases.
2. Select the phase whose order you want to modify and click in the Order column.
3. Modify the value of the order of the phase.
If you enter an order number that already exists, the order of creation remains the same in the diagram.Create several customer journey phases simultaneously
To simultaneously create several ordered phase for a customer journey:
1. Click the Multiple Creation button.
A creation window appears.
2. Enter the Number of phases you wish to create.
3. If you wish to create phases with steps, specify the Number of Steps that you wish to create for each phase.
The steps created in the same phase are sequenced.4. Click OK.