Customer Experience Journey Mapping

Visualize CX to better understand your customers and deliver personalized support and marketing across all touchpoints.

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Understand key moments of truth

With customer experience as a key differentiator for brands, customer journey mapping has become a vital component. Effective journey mapping enables companies to visualize the customer experience and become more customer centric in their approach. Our customer journey mapping solutions take a deep dive into your customer experience, across multiple touchpoints, giving insights into your customer emotions, behaviors and key moments of truth.

Our CX consulting team will help you identify the step-by-step actions taken by customers in their interactions which can then be used to streamline and simplify the customer experience. In addition, customer journey mapping tools aid in blending historical and real-time data to provide insights to make customer interactions more efficient while delivering a consistent face to each customer experience, regardless of the channel used.


Customer journey maps provide a detailed view of the end-to-end customer experience, providing a visual guide to identify gaps and fine where new value can be created

customer experience journey mapping helps you understand your customers

Understand your customers and their preferred channels and ways to engage

find ways to improve experiences with journey mapping

Identify operational inefficiencies and quick wins to improve

Break down organizational silos to learn how each department impacts CX

identify gaps and understand your customers preferences

Anticipate customer pain points so they can be proactively addressed


Learn what drives customer engagement and understand the current customer journey

customer journey map visualization
Know your target audiences better than the competition

If you learn more about your target audience than your competitors, then you put yourself in a strong position to stand out. As a starting point, our CX consultants will help you create detailed customer journey experience maps as an effective tool to better understand your various customer personas. The unification of real-time and historical data helps complete the picture by combining a customer’s current behaviors with their historical transaction, demographic, and psychographic data.

Find pain points in the current customer journey

Customer journey maps should be used to track the unique emotional journey of target customer groups across the enterprise, not just in one department or for specific tasks. Understanding the customer point of view is essential, as their questions and feelings must be taken into account throughout the entire user experience. Effective journey maps must also include key steps that do not involve the business, but are key moments of truth for the customer, such as wait times, digital dead ends, or other pain points. These key steps, in themselves, can often reveal new opportunities. Where different customer segments diverge at key points, our team will help you design parallel maps to account for all target audiences. This detailed process works as a visual guide to identify opportunities for new value creation and new customer experiences in sales, marketing, products and services, and other customer interactions with your brand.


Improve the journey and make the right investments to develop more customer-focused capabilities

prototype new customer journey maps
Create and prototype new CX journey maps

Once a detailed current customer journey map has been created, our CX consultants can help facilitate workshops to identify gaps and develop new experiences across key stages. Journey updates can be targeted at eliminating causes of negative experiences for the customers, such as where unnecessary effort, frustration, or confusion emerge. Once prioritized pain points are mitigated, our consulting team turns to developing stronger positive experiences that trigger an emotional connection. The ideation stage may include prototyping, testing, evaluating and refining until a range of viable new customer journey pathways are developed.

Your people are the heart of successful CX implementation

Demonstrating to customers that your organization knows their needs and preferences throughout their journey will help to inspire customer confidence and strengthen loyalty. But a successful customer journey mapping strategy is more than just its design and technical implementation. It also requires empowering your frontline employees to deliver on the desired new journeys. This includes assessing depth of knowledge, quality of skill set, adherence to process, and their prevailing mindset. Our consulting team can help you gain a clear picture of your team’s current capabilities to deliver on your new customer journey strategies, so a plan can be developed to bridge CX gaps through targeted training, mentoring and coaching.


Customer experience journey maps roadmap

CX journey maps can come in a variety of forms depending on business imperatives. The most impactful customer journey maps are made up of the following elements.
workshoping CX journeys
Business imperatives and customer needs

Marketing and service teams have certain goals and KPIs they need to achieve, while customers/prospects have their own preferences and expectations. This requires a shared vision of your organization’s top CX priorities, as well as a clear understanding of customer needs, both current and anticipated, which will influence changes to the customer journey map and associated customer processes.

Customer experience narrative and process

This part of the map provides a detailed description of the customer journey. When you create a customer map, it charts the experience of consumers as they gain awareness and eventually make a first purchase, to their experience as a customer, through to service, up-sell, retention, and loyalty. This includes the set of channels, messages, communication cadences, inbound and outbound interactions and first-, second-, and third-party data collection.

Customer data and technology

In this section of the map we define the basic building blocks of the customer profile - data from lead sources, digital “event stream” data to gauge preferences, second- and third-party data sources to augment the profile, first-party data captured during the course of sales, service, or digital interactions, and other sources that will help us to continually tailor our interactions with individuals.


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