Understanding micro journeys
Most companies create a single macro journey map across all points of interaction, but that’s not how every customer experiences the journey. From an experience design perspective, it’s important to note that not all journeys, are equal or linear. Customers wander through a number of “micro journeys” skipping, revisiting, and changing the sequence of their interactions across the touchpoints. Their expectations of these touchpoints are dependent on the context of the journey they encountered them in.
For example, for a retail clothing brand, the path to purchase is unique. A customer might have tried on a piece in the store, saw an advertisement online, and then gone back in the store to purchase. The customer expectations out of each touchpoint are different in each situation. Having the right sizes in store to purchase, being correctly targeted for online advertisements, and having a well-staffed checkout counter all factored into the overall journey. But these touchpoints might have impacted another journey differently.
To truly understand the influence of each touchpoint on an individual customer, companies need to understand the context of the interaction. Managing experiences through the lens of multiple micro journeys allows for companies to see the big picture—and to make decisions accordingly.