Using Verbatims as a Basis for Building a Customer Journey Map: A Case Study

Abstract

Customer Journey Map is currently a very used canvas in the UX (User Experience) practice and design processes. Although it is widely discussed, both in the academic and industrial domains; practitioners still present questions about how to model this diagram. Customer Journey Maps are typically generated from the Personas technique, which is generally created by interviews or observations. On the other hand, many organizations employ a tool called NPS (Net Promoter Score). This tool generates both quantitative and qualitative data. The tool obtains expressions from the customer about the service or product called “Verbatim” about the qualitative data. These verbatims capture faithfully the event that took place when customers interacted with the financial products, services, systems, or channels. In that sense, we present a case study where a different approach is employed to build a Customer Journey Map about customers and their User Experience interacting with ATMs in a financial institution in collaborative sessions. In this sense, by applying this approach, we could map the touchpoints by analyzing verbatims. This way, verbatims could constitute a better source of information over interviews. The integration of the verbatim analysis in the CJM process could effortlessly scale as the data gathered from customers grows, promotes the sharing of knowledge inside the organization, and the culture of data-driven decision-making. In the end, we could obtain crucial insights and pain points that could generate new opportunities, requirements, and even new projects for the channel development backlog. We shared the results with a multidisciplinary audience with positive feedback, and they suggested that for new initiatives and analysis, to apply this new approach.