When it comes to analyzing and optimizing customer experiences, businesses have a range of tools at their disposal. Three common types of visualizations used to map out customer interactions are customer journey maps, flow charts, and Sankey diagrams. While each of these tools can be used to visualize and analyze customer experiences, they have distinct differences in terms of their purpose, structure, and format. Their definitions can sometimes be a bit confusing.
In this article, we'll explore the key differences between customer journey maps, flow charts, and Sankey diagrams, and discuss how each tool can be used to improve customer experiences.
A customer journey map, or user journey map, is a visual representation of the steps that a customer goes through when interacting with a business. The purpose of a customer journey map is to understand the customer's experience and identify opportunities to improve it. Customer journey maps typically include touchpoints, or points of interaction between the customer and the business, as well as the customer's emotional state at each stage of the journey.
User mapping (sometimes called client mapping) can take a variety of forms, but they typically follow a chronological order and include both the customer's perspective and the business's perspective. For example, a customer journey map might start with the customer's initial awareness of a product or service, and then map out the steps they take to research, purchase, and use the product. Along the way, the map might highlight pain points or areas of frustration for the customer, as well as opportunities for the business to improve the customer experience.
A flow chart is a visual representation of a process or system, typically used to identify the steps involved and to help identify areas for improvement. Flow charts can take a variety of forms, but they typically use symbols and arrows to show the flow of information or materials through a system.
Flow charts can be used to analyze and optimize a variety of processes, including customer experiences. For example, a user flow chart might be used to map out the steps involved in a customer support process, including how customers report issues, how those issues are triaged, and how they are ultimately resolved.
If you are thinking about creating a flow chart from scratch, keep in mind that many flow chart templates already exist online (mostly for Power Point) and that you most likely do not need to reinvent the wheel. You can also easily find free flow chart maker that are interactive to speed up the process.
A Sankey diagram is a type of flow chart that is specifically initially designed to show the flow of energy, materials, or resources through a system. Sankey diagrams typically use lines of varying thickness to represent the amount of energy or resources flowing through each step of the process.
Sankey diagrams can be used to analyze a variety of systems, including customer experiences. For example, a Sankey diagram might be used to show the flow of website traffic through a website, highlighting the pages that are most frequently visited and the pages that are most frequently exited.
The online Sankey Diagram tool Sankey journey helps you create amazing charts to visualize user journey on you app and site. Give it a try!
While customer journey maps, flow charts, and Sankey diagrams are all visual tools that can be used to analyze and optimize customer experiences, there are several key differences between them.
Customer journey maps are typically created during the design phase of a product or service, before it's implementation, with the goal of identifying potential pain points in the customer's experience and improving the design accordingly. On the other hand, Sankey diagrams, which are a type of flow chart, are often used after a product has been implemented to analyze actual user behavior and identify areas for improvement. While both customer journey maps and Sankey diagrams can be used to improve the customer experience, they are typically applied at different stages of the design and implementation process.
User journey maps and user flow charts are aimed at bringing a holistic view of the customer experience, covering all touchpoints and interactions with the product or service, from initial awareness to post-purchase support. They usually includes both the customer's perspective and the business's perspective (taking marketing, finance and human resources parameters into consideration). On the other hand, Sankey diagrams are focused solely on the in-app or in-product experience, providing a detailed visualization of user flow through the different stages or touchpoints within the product or service.
Customer journey maps can take a variety of forms, but they typically include both text and images. Flow charts generally uses symbols, shapes, blocks and arrows of different meanings, aimed to show the flow of information or resources through a system. Sankey diagrams are typically made up of nodes that represent the various touchpoints or stages in the customer experience, and the lines represent the flow of users through each touchpoint or stage, with the thickness of the lines indicating the relative number of users flowing through each stage.
Customer journey maps, flow charts, and Sankey diagrams are all valuable tools for analyzing and optimizing customer experiences. While each tool has its own strengths and weaknesses, they can all be used to identify opportunities for improvement and to enhance the overall customer experience.
When it comes to generate Sankey Diagrams to analyse users' path on your app or website, Sankey journey is the tool for you. Try it for free!