Behavioral Journey Mapping

Previously known as: Moment Mapping

How do we design an emotionally engaging experience?

Implementing your Customer Journey Maps with Behavioral Journey Mapping.

Behavioral Journey Mapping enables experience designers to meet the subconscious emotional needs of customers. Behavioral Journey Mapping helps you build a deliberate and emotionally engaging experience that drives value for your customers and your organization.

Why our Behavioral Journey Mapping process takes Journey Mapping to the Next Level

Most journey mapping strategies only look at the rational side of the experience, which is only 50% of the full experience. The other 50% of the experience is irrational, which includes emotions and subconscious reactions. This means when you only focus on the rational part, your organization is leaving 50% of your customer experience to chance. This also means you are not capitalizing on the opportunity to build an emotionally engaging experience that drives customer loyalty and customer retention.

A Customer’s emotional journey sits above the rational experience and is often missed by organizations.

Behavioral Journey Mapping looks at the customer’s journey from the emotional perspective. We examine what the customer is feeling coming into the experience. We do this to better understand how we can help manage those emotions to create a better experience for them.

If they are feeling stressed or anxious, then the design of your experience should take this into account. Behavioral Journey Mapping also determines where the journey starts and stops. This is different than most organizations that make the mistake of looking at the customer journey solely from the points they interact with Customers. Customers do not make this distinction.

How Behavioral Journey Mapping Works

In this video, you will see one of our clients, Stena Line explain what Behavioral Journey Mapping is and see the people we have trained to do it:

As you can see in this testimonial, Beyond Philosophy trains your people on how to use Behavioral Journey Mapping so that you do not have to go to the expense of hiring us each time a new experience needs to be mapped. Part of the training is your team working alongside our team so we can transfer our skills to your people.

As part of a Behavioral Journey Mapping implementation, we walk in the customer’s shoes as they participate in your customer experience. Using the information we gather from this experience, we involve the organization personnel from each part of the experience in the design and engage them in the change. In addition, we also undertake psychological research with customers to discover what kind of experience they really want, define the combustion points, and redesign the experience.

There are many benefits to Behavioral Journey Mapping

Behavioral Journey Mapping allows you to improve your efficiency and customer satisfaction at the same time. From reducing touch points to saving operating costs, we look for ways to achieve goals for both your customers and your organization.

Behavioral Journey Mapping also helps you build-in subconscious signals. We learn what your customers feel during the different parts of your experience presently and use that information to either improve the experience or to exceed their expectations.

Behavioral Journey Mapping allows you to design a deliberate experience. By using the customer feedback as our guide, we can design little signals in the experience that evoke the emotions that we are trying to cultivate in the exchange.

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