Salesforce Business Analyst Certification Practice Exam

What document should a business analyst create to visually illustrate a customer case lifecycle?

1. Journey Map

2. Heat Map

3. Process Map

4. Flowchart

The correct answer is: Process Map

A Journey Map is specifically designed to capture the overall experience a customer has while interacting with a business, detailing their thoughts, feelings, and actions at each stage of their journey. This document visualizes the customer experience and helps to identify pain points and opportunities for improvement. On the other hand, a Heat Map is typically used for data visualization to show the intensity of data at geographic points, which isn’t applicable to illustrating a customer case lifecycle. A Process Map outlines the steps within a specific process or operation, focusing more on internal workflows rather than the customer’s journey. While similar in nature, a Process Map does not prioritize the customer perspective, which is crucial in understanding a case lifecycle. A Flowchart displays a sequence of steps or actions in a specific order, but again, it may not capture the emotional and experiential aspects of the customer's interaction, as a Journey Map would. Therefore, the best choice for visually illustrating a customer case lifecycle, capturing the emotional journey, touchpoints, and overall experience of the customer, is indeed a Journey Map.