Where are the opportunities for change and improvements? Look for places where the emotional curve is low. Potential Opportunities: After having mapped the Customer Journey, the Needs and Emotions, you can start to map Potential Opportunities.To explain the emotional state - use the sub-lane for Customer Experience Explanations. If the customer is happy the curve goes up, and vice versa. Emotional Curve: Describe the customer’s emotional state connected to each activity.Customer Needs: Connected to each activity above, describe the customer’s need during this activity.To learn more about how to think about levels of details read about how to create a journey map part 3. Customer Journey: In this lane, describe all the activities or situations that the customer goes through.Customer Phases: Represents the overall phases in the Customer Journey, most often stated as Before, During and After using or experiencing a service or a product.Map lanes and how to use them to create value

Therefore it contains the additional lanes for “Potential opportunities” and one for “Ideas and Solutions”. The main focus of this map is to enable ideation and creation of solutions. Once you have mapped the insights you have a good starting point for any kind of improvements ahead. A professional Customer Journey Map always includes lanes describing Customer Phases, Journey, Needs and Emotions, and this template is a great starting point for any kind of Customer Journey mapping work. Here is a template that contains the basic elements of a Customer Journey Map made to generate new ideas and solutions without digging to deep into e.g.

Editable customer journey map template