CJML diagram generator User Guide

Customer Journey Modelling Language (CJML)

CJML is a formal language for the specification and visualization of customer journeys and service processes. It is centered around humans and human activities, regardless of their role being a customer, user, citizen, consumer, patient, or employee…

Customer journeys are modeled as sequences or constellations of touchpoints for a customer to achieve a specific goal or outcome.

Swimlane diagram – basic elements

Actor

Actors are people who played an important role in your customer journey. All the actors involved in the journey have a separate swimlane. An actor could be a customer, user, citizen, consumer, patient, employee, attacker, system…

Touchpoints

Action

Actions are non-communicative events or activities conducted by an actor as part of a customer journey

For example, in a scenario that a customer wants to buy a pizza in the store, then 'reading menu and choosing pizza' is the customer's action.

Communication Point

Communication points are instances of communication or interaction between, for example, a user and a service provider

Communication points form "the backbone" of a customer journey, and they are associated with

• a sender
• a receiver
• a communication channel

For example, a customer 'paying for the pizza' is an interaction with the cashier in the pizza store, the cashier 'receiving customer's payment'. They might not have any conversation but this 'payment activity' needs two actors to be done in the in-store pizza purchasing scenario.

A communication point has a sender and a receiver that must be positioned in the corresponding swimlanes of the actors.

Threat and unwanted incident

Threat

Everything/activities/events that might lead to an unwanted incident.

Unwanted incident

Activities/events that harm your assets.

Asset

To determine the Threat and Unwanted incident in customer journey, you have to clarify the asset that you want to protect in your scenario.

An asset is something has value and requires protection.

Tool

Overview

CJML diagram generator is a tool for users to make CJML swimlane diagrams by only filling in a simple form.

Form

['Time' in the form is not required and the touchpoints will be sorted by time only after you filled in all touchpoint's start times]

Actor

Touchpoint

After finishing adding all the actors information, add some touchpoints to describe your scenario.

Action

Communication Point

Examples

Example: Ordering Pizza

Scenario: You chose a restaurant, made an order and paid for it in the food app. After the restaurant received and confirmed your order by the app, you received a receipt and a confirmation SMS from the restaurant. The restaurant started making your pizza after they received your order. when the pizza was ready, they informed and waited for the delivery person to pick up the pizza. The delivery person picked up the pizza and then delivered it to you.

Example: Phishing attack

Scenario: A SME is exposed to a phishing attack. Several employees receive an e-mail asking them to log on to the company intranet. It turns out to be a fake intranet site. Now, one of the employees logs in and the hacker thus can access her login credentials. The employee do suspect that something went wrong and decides to alert the security team.

Extra-Info

How to describe your scenario

• Start by describing a scenario (textual) and how it develops over time
  • Who (which actors) are involved?
  • How do they communicate?
  • What important steps are involved?
• Identify the communication points among the actors and their essential attributes
  • Who is the initiator/sender?
  • Who is the receiver?
  • Which communication channel is used?
  • When does the communication take place?
• Identify important actions (non-communicating events).
  • Which actions are essential for the scenario?
  • Who is responsible for these actions?
• Describe chronologically what happens over time.

Delineation of steps

All service processes involve some steps, and it is not always easy to determine what are individual steps and how the delineation should be.

The general rule is that the process should be divided into touchpoints carrying "the smallest unit of meaningful content" considering the purpose of the mapping.

Another general rule is that when the communication channel change, a new step begins.

The description of a step is always a simplification. To illustrate this, when making a phone call some steps that are not necessary to describe, e.g. "holding the phone to the ear".

Delineation of steps must always be seen in relation to relevance. The step "dialing the telephone number" is usually not important to include. But in a process map for emergency routines, this step might be essential.

• Example of division: Online shopping can be divided as follows:
  • • Browse the products and assortment
  • • Add product to shopping cart
  • • Look through the order and pay
• Example of delineation: A visit to the doctor includes many actions.

  Steps that are essential:

  • • The doctor's examination of the patient
  • • The doctor's decision about further treatment
  Steps that may be important:
  • • Register at the reception (some might have systems that notifies the doctor about arrival)
  • • Payment and check-out
  • • The time spent in the waiting room
  Steps that are not important:
  • • Leave home and take the bus to the doctor
  • • Hang the jacket in the wardrobe in the doctor's waiting room
• Identify important actions (non-communicating events).
  • Which actions are essential for the scenario?
  • Who is responsible for these actions?

Communication point or action?

Communication, as it is defined in CJML, requires that a sender sends a message directed towards a defined actor in a specific context.

Note that acquisition of information (perception and cognition) is not defined as communication in CJML unless the information is communicated actively to an intended receiver and in the context of a journey.

Example 1: John is reading the electricity meter and writes down the number on a piece of paper.
This step is an action, as John has not yet communicated the number to anyone.

Example 2: John sends the meter reading to the utility company through an SMS.
This step is definitely a communication point, as the message is actively sent to an intended receiver.

Other examples:
Examples of touchpoints that involve direct communication:

• • A patient has a telephone conversation with the doctor.
• • The doctor receives an epicrisis from the specialist.
• • A patient receives an SMS reminder about the upcoming appointment with the doctor.

Examples of touchpoints that are not defined as direct communication:

• • Writing down questions before a visit to the doctor.
• • Reading an information brochure in the doctor's waiting room.
• • Looking at the map of the hospital area to find the right building.