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A GUIDE TO customer journey mapping

What is a Customer Journey Map?

Customer Journey Maps are a visual story of the experiences your customers have with your business.  They reveal all the interactions that customers have with you and will highlight their motivation, expectations and emotional state.  They help you walk in your customers shoes.

why do i need one?

Understand Your Customers

Really understand what experiences your customers are having across all touch points and channels. Gather as much data as possible.

Create Internal Buy-in

Mapping is a great exercise for all the team; creating a sense of belonging, shared positive change and a visible plan of who is accountable for what. 

Find your pain points and fix

A map will help you identify and improve on painful customer points and maximise all the good bits in your customers' journeys. Which is nice.

See into the future

Once you have created your current state journey, you can then create a target map that provides a visual representation of where you want to get to.

Create action and change

Your future state map will act as a clear plan for positive change that's visible to all parts of the business and easy to develop as you make the changes.

Measure business change

Once you have decided on how you will measure the change, your map provides an easy visual way to show the changes and the impact that they make.

what goes into your map?


Remember, the journey is owned by the customer and they don't care about your internal processes.


The most useful and productive maps will incorporate your customer's goals, expectations and feelings.


Create a total view of the customer experience by looking at all channels (web, mobile, in-person, post etc) and every interaction you have.


Find the key moments that really matter in your customers' experience and the pain points that need fixing.


Incorporate such things as your customer surveys, web analytics, conversions and any other data that you capture.


Engaging as many functions and people in your business and mapping their responsibilities creates a business wide sense of ownership.

the customer journey map process


The first step is to define your objectives, your target customers and the metrics that you want to improve on.  Gather all possible data and all touch points.


Use your data and target customer research to create personas to use in the process.  This helps you understand your customers' goals, motivations and emotions.


Workshop with your people from different functions to review all the data and create a hypothesis for current state and build your map. Then repeat to create an ideal future state.


Create an action list from your map and identify how to fix and who is accountable for the actions.  Create your roadmap and ensure you measure the impact.

How can we help

We hope you found the Guide to Customer Journey Mapping interesting and insightful.  To find out how we can help you look at your customers' experiences please get in touch using any of the methods below.  As with everything we do, we offer a free two hour consultation to explore the possibilities.  We look forward to hearing from you.

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