Customer Journey Mapping

The customer journey map visualises how your customers experience a service. It helps identify the pain points and opportunities for improvement and innovation. The map embodies all relevant service phases (before, during, after), and shows underlying activities, customer journey touchpoints, needs and experienced pains and gains.

Why our clients love the Customer Journey map

The customer journey map provides a shared and holistic idea on how customers experience their service and its touchpoints. 1 customer journey is worth 1000 customer research reports.

  • it helps break organisational silos, as it reveals that every department impacts the overall customer experience. You can run, but you can’t hide…
  • it shows the impact of business decisions on the customer experience (“I told you the customer wouldn’t understand the new onboarding process!”)  

When to use Customer Journey analysis

So is customer journey analysis useful for all business issues? We boldly like to say yes.  Just to be clear, some signs are not to be missed and are a direct hint to use customer journey design in your advantage:

  • your business issue extends multiple departments.
  • your product/service meets multiple needs.
  • there’s exponential customer contact on a specific topic.
  • former innovations have failed to be successful. 

The customer journey map is a tool, not an end goal. A customer journey map by itself will bring you some value but the bigger gains are to be reached once you do something with it!

The Customer Journey mapping process

Mapping a journey takes various ethnographic techniques. Most often we combine in-depth interviews with context mapping exercises and service safaris or observation of customers to end up with a holistic view of what customers do, say, think and feel about their experience with your service.

Our Customer Journey beliefs

We have been working on customer journey design for over 10 years and know it inside-out. These are our key beliefs on how to make it count.

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 journey design focuses on 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 ecosystem, 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 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 its backbone.

Do you know how to use a customer journey map and why it's so valuable?

Maturity Scan

Contextmapping

Brand Strategy

Service Blueprint

Touchpoint Strategy

Business Playbooks

Employee Experience

Transformation Program

UX Research

Design Sprint