Using Verbatims as a Basis for Building a Customer Journey Map: A Case Study

Arturo Moquillaza, Fiorella Falconi, Joel Aguirre, Freddy Paz

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review


Customer Journey Map is currently a very used canvas in the UX (User Experience) practice and design processes. Although it is widely discussed, both in the academic and industrial domains; practitioners still present questions about how to model this diagram. Customer Journey Maps are typically generated from the Personas technique, which is generally created by interviews or observations. On the other hand, many organizations employ a tool called NPS (Net Promoter Score). This tool generates both quantitative and qualitative data. The tool obtains expressions from the customer about the service or product called “Verbatim” about the qualitative data. These verbatims capture faithfully the event that took place when customers interacted with the financial products, services, systems, or channels. In that sense, we present a case study where a different approach is employed to build a Customer Journey Map about customers and their User Experience interacting with ATMs in a financial institution in collaborative sessions. In this sense, by applying this approach, we could map the touchpoints by analyzing verbatims. This way, verbatims could constitute a better source of information over interviews. The integration of the verbatim analysis in the CJM process could effortlessly scale as the data gathered from customers grows, promotes the sharing of knowledge inside the organization, and the culture of data-driven decision-making. In the end, we could obtain crucial insights and pain points that could generate new opportunities, requirements, and even new projects for the channel development backlog. We shared the results with a multidisciplinary audience with positive feedback, and they suggested that for new initiatives and analysis, to apply this new approach.

Original languageEnglish
Title of host publicationHCI International 2021 - Late Breaking Posters - 23rd HCI International Conference, HCII 2021, Proceedings
EditorsConstantine Stephanidis, Margherita Antona, Stavroula Ntoa
PublisherSpringer Science and Business Media Deutschland GmbH
Number of pages7
ISBN (Print)9783030901752
StatePublished - 2021
Externally publishedYes
Event23rd International Conference on Human-Computer Interaction, HCII 2021 - Virtual, Online
Duration: 24 Jul 202129 Jul 2021

Publication series

NameCommunications in Computer and Information Science
Volume1498 CCIS
ISSN (Print)1865-0929
ISSN (Electronic)1865-0937


Conference23rd International Conference on Human-Computer Interaction, HCII 2021
CityVirtual, Online

Bibliographical note

Publisher Copyright:
© 2021, Springer Nature Switzerland AG.


  • Automated teller machine
  • Customer journey map
  • Human-computer interaction
  • User experience
  • Verbatim


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