Customer journey mapping

The customer journey map is a unique tool to visualise how your customer experiences a service. The map is chronologically ordered into multiple phases with underlying needs and activities. It shows the various pains and gains that a customer encounters during these activities, creating an overview of the emotional experience.

As soon as you know what your current customer journey looks like, you can start to improve it. There are several strategies you can apply to innovate on the customer journey. Next to the customer perspective, it is important to innovate from a brand perspective as well. Using what we call Experience Principles, we make sure you end up with a differentiated, consistent customer journey that fits both your customer and your brand.

The customer journey is a tool, not an end goal

A customer journey by itself will not bring you a lot of value. It is all about what you use it for! So mapping a current journey is a good step to assess the current status, but that’s only where it starts. As a result, it will give you an enormous potential for improvement throughout all touchpoints. This means it will probably cut through all the silos of your organisation. Consequently impacting your internal processes, website, app, products, advertising, personnel, literally everything.

At Koos we use customer journeys to organise research findings, identify the biggest pain points and moments of truth and use it as a starting point for each innovation cycle or sprint. But we have also used it as a tool to bring department together to work on the same challenges, detail online concepts or develop IT requirements. It is a very versatile tool and functions for most of our project as a strong backbone.

Customer journey templates optimized to A4, so you can easily print changed parts, without having to print the entire poster.

Our customer journey beliefs

We have been working with customer journeys for over 9 years and know them inside-out. These are our key beliefs.

  • First of all: Involve real users. You can’t make a decent customer journey without talking to customers. It’s a customer journey, not a journey. Sounds so simple, but you would be surprised how many companies don’t do it.
  • Use the right scope. Customer journeys are a simplification of reality. Make sure you use the right level of detail, fit for your goal. Master the skill of moving from high-level eco-system, all the way down to the nitty-gritty details and back.
  • Test and measure. Make sure you have systems in place that measure the result of your efforts. Data tells you where to focus your efforts and simple tests will help you iterate to perfection. And numbers will help you to prove your effectiveness and build internal support.
  • Use as a prioritisation tool. Resources are always scarce, so you better make sure you focus your efforts on where it matters most. Create a structured innovation rhythm, with the customer journey as it’s backbone.

Curious to know how you can take your customer journey efforts to the next level? Contact us! We’d love to spar with you!

Customer Journey for Liander

For me, the most valuable thing about working with a customer journey map is that it simplifies matters.

— Monique Nap Communication Manager, Iddink Group
Do you know how to use a customer journey map and why it's so valuable?

next tool

Interaction design

next tool

Service Design toolkit

next tool

Usability testing

next tool

UX design sprint

next tool

User testing

next tool

Prototyping

next tool

Design sprint

next tool

Service blueprint

next tool

Brand strategy

next tool

Value proposition