How to Model Customer Journeys in SAP Signavio Process Manager
Let's get back to our baked goods online store use case and create a Customer Journey. As a guideline we use the steps we defined in the last lesson.
Create your Customer Journey Map
- Open your SAP Signavio Process Manager.
- Choose New and then Customer Journey Map.
- Give your Customer Journey Map a title.
Step 1: Persona - Who is the customer?
Create a persona
- Change the gender by selecting the drop down menu in the attributes panel.
- Expand the attributes panel by selecting the arrows or bar on the right hand side.
Create a banner
- Change the type of the banner to idea, demand or goal using the drop down menu.
- On the banner to the left of our persona we define their needs. On the right banner we define the goal of the persona.
- Use different colors for your banners, in that way they are easily distinguishable.
Maintain custom attributes
- Add further details about your persona like age, family status, and jobs.
- Provide a description of the goals, expectations, and wishes of your persona.
Step 2: Steps - What steps do the customers go through, and what are they experiencing in the process?
Create a trigger
- Define your trigger as an idea or demand by changing the image in the attributes.
Create the first steps of your persona
- Use the label of the step to describe what your persona is doing.
- Drag and drop the customer element onto the step.
- Describe the experience your customer has by using the label.
- Create more steps: What are the next steps in the journey?
Step 3: Touchpoints - How does the customer interact with the company?
- Change the image of your touchpoint in the attributes. Choose a suitable image (e.g. Laptop).
- The first touchpoint occurs when the persona researches new products. We can visualize this by using the laptop image.
- You can also add and use your own images, such as the shopping cart.
- Place the touchpoints next to the steps where your company interacts with the customer.
Step 4: Emotion - How does the customer feel?
Add the customer's emotion in the attributes
- Provide detailed information about the customer's state of mind by populating the attribute customer emotions.
Change the body language (and express customer emotions)
- Different emotions can be reflected by different body language options in the attributes (e.g. shrugging shoulders).
Business Process Integration: Link your Customer Journey with your Processes
Link specific steps with a business process model
- Select a step and open the attributes panel. With the custom attribute 'Related business process' a new or existing process can be linked to the step.
Using Dictionary Items in Customer Journeys
Link Dictionary Objects
- Double-click on an element to create a label. While typing, similar Dictionary entries will appear. Select the suitable suggestion
- If the linking has been done correctly a book symbol will appear next to the element. By selecting it a pop up with further details about the Dictionary term is shown.
Focus and Limitations
- Tangible visualization of the customer journey.
- Novices can track steps easily.
- Useful when making stakeholders aware of the customer journey.
- Information behind elements are "hidden" in the attributes, and not directly visible for the reader.
- No industry standard format.
Congratulations! You have reached the end of this course!
Complete the course with a final assessment.