Plan
Customer journey mapping
A journey map shows what customers go through to get something done with you, where it goes well and where it breaks. We run the mapping with the people who know the journey and check it against the data you hold. It ends with a decision on where to listen and what to fix first.
When it helps
Signs you need this.
- Teams describe the same journey differently.
- You're choosing touchpoints for a feedback programme.
- Complaints point to a hand-off between departments.
- Existing maps are posters on a wall that nobody uses.
How we do it
How we map a journey.
Scope
We pick one customer group and one journey, because a narrow map is easier to act on.
Evidence
We gather what you already know: complaints, survey comments, operational data, call reasons and past research.
Workshop
We bring together people from every team that touches the journey and map stages, actions, pain points and causes.
Validation
We check the draft against customer evidence and close any gaps.
Priorities
We mark the points that most affect loyalty and cost, then agree where to measure and what to change.
What you get
What you have at the end.
- A journey map in a format your teams can edit
- A list of pain points with likely causes and owners
- Recommended feedback touchpoints along the journey
- A short action list for the first fixes
- A summary for sponsors
Your part
What we need from you.
- People from every team that touches the journey, in one room
- Complaints, comments and operational data for that journey
- Agreement on one customer group and one journey
- A sponsor who'll act on the priorities
Questions
Questions you may have.
Do you interview customers?
We can. Where recent customer research exists we use it. Where it doesn't, we recommend a small round of interviews around the workshop, so the map isn't built on internal opinion alone.
In person or remote?
Either. In person is better for a first map with a large cross-functional group. Remote works well for narrower journeys.
How many journeys can we map?
One per workshop. Each journey needs its own people in the room, so we map one properly and then repeat the method.
Related
Related services.
Programme design
Goals, measures, touchpoints, roadmap and ownership, written down in one blueprint.
Read moreFeedback capture
Surveys, digital intercepts and contact-centre feedback at the touchpoints you have prioritised.
Read moreSurvey and measurement design
Clear questions and the right metric for each touchpoint.
Read more
Next step
Tell us where your programme is.
The first call is free and carries no obligation. You'll speak to our principal consultant, who would lead the work.