Main Journey Map elements
A Journey Map in Cemantica is structured around Lanes and Stages, and enriched with Insights and KPIs to make the journey actionable.
When building your Journey Maps, these are the main components to keep in mind.
1. Phases and Stages
By combining clear Phases and well-defined Stages, your Journey Map becomes a practical tool for analyzing and improving the Customer Experience.
Phases represent broader milestones in the journey, while Stages break these milestones down into specific steps that the customer takes when interacting with your brand. Together, they help you visualize and organize the entire journey in a clear and meaningful way.
To add Phases, click the collapse arrows on the Stage bar to reveal the Phases bar. From there, you can use the three-dot menu on any Phase to manage it, whether that means adding a new Phase, renaming it, or removing it altogether.
Stages are managed similarly. By opening the three-dot menu on each Stage, you can add, rename, or delete them as needed. Each Stage represents a distinct step in the customer’s interaction with your brand.
You can easily add, rename, duplicate, or delete phases and stages. Additionally, you can drag and drop to reorder them according to your preferences.
You can decide not to use phases and collapse the Phase lane.
💡We strongly recommend avoiding very long journeys with numerous Phases and Stages. Such journeys can be complex to create, maintain, and analyze for insights. Instead, consider building a hierarchy of smaller, interconnected journeys to gain a deeper understanding of the Customer Experience. For guidance on managing journey hierarchies, refer to this article
2. Lanes
Lanes organize different perspectives within the journey. Common lanes include:
Interactions – Touchpoints across different channels (social, web, email, call, etc.), describing the customer action at that touchpoint
Gains – Positive outcomes for the customer
Pains – Frustrations or challenges
Insights – Learnings or findings based on research or observation
Opportunities – Areas for improvement or innovation
KPIs – Metrics tied to business impact
Sentiment Map – A visual trend line showing customer emotions throughout the journey
and more...
You can add, remove, or reorder lanes to customize the map for your organization.
Please, refer to the article Understanding Lanes and how they behave in a Journey Map to go deeper into the Lane types.
3. Map details
The Map details contain all the relevant information linked to the map:
Show Status on Header: Display or hide the map status on the header (visible only if a status has been selected)
Show Summary Cards: Display or hide the sentiment summary cards (visible only if sentiment is configured in interactions or provided via Feedback data lane)
Description: Use the description field to summarize the map's purpose, scope, and all the relevant high-level details. Alex is using this information to enrich the map when asking him for Insights, Opportunities, or Solutions.
Status: Define the status / progress of your Journey by using the color-coded status list.
Priority: You can easily prioritize your different Journeys by assigning them a level of importance: "High, Normal or Low".
Group: You can assign the responsibility to a group (you can customize the list of groups).
Tags: You can use tags to classify the Journeys as you wish.
👉 Status, priority, tags and groups can be customized by an Admin user in your organization.
You can click on Get the Prompt if Alex AI generated the map.
4. Map menu
Click on the map menu to access all the available options for managing your journey.
Read the article Sharing and Exporting Journey Maps to connect the siloes, work together and drive collaborative journey management.
5. Managing several Personas in your journey
Read the How to manage several Personas in your map article to learn how to link multiple audience segments to a journey map; why, when, and how.
