Customer Journey Prioritization Matrix

What is this method about?

A research tool that assesses customer satisfaction with each of the core “journeys” that comprise the customer experience.

Why use it

This tool determines which journeys most influence customer experience and how the core journeys rank in terms of customer satisfaction—providing design and development teams with a way to identify priority areas for transforming and improving the customer experience. When to use Whenever there is a need or desire to learn more about the high and low points of the customer experience. The tool is particularly useful as part of customer experience improvement initiatives or transformation projects.

When should I use it?

Whenever a team needs to decide which customer journeys to improve first, typically after the core journeys are known and before investing in design or development work.

What you get

Teams will gain a deeper understanding of what influences customer satisfaction in different parts of their experience with the product/service. Results will be used to focus future efforts to transform and improve the overall customer experience.

At a glance

• Time: Long
• Effort: Medium
• Cost: Medium

Materials

• Markers/felt tips
• Whiteboard
• Sticky notes
• Customer profiles

Who is involved

• CX Designer
• CX Researcher
• CX Manager
• Product/Service Designer (as required)