What is Customer Journey Mapping?
Customer journey mapping is a strategic tool that helps your organisation to visualise and understand the customer’s experience when interacting with your service. Journey Maps capture the end-to-end process a customer goes through, including every touchpoint and interaction that contributes to their overall experience. We use this method in what we call the Imagine phase of the design process.
A single customer journey tells a richer story than countless reports ever could.
Why is it valuable?
See the Bigger Picture
Journey Maps help to get a holistic view of the end-to-end customer experience of your service, enabling organisations to have the overview and take control of their CX.
From Challenge to Opportunity
Start from the customer perspective to find pain points and opportunities for improvement to ensure your innovation efforts strike where it matters most.
Cross-team Collaboration
Journey Maps foster collaboration across different teams by providing a shared view of the customer experience, breaking down silos within your organisation.
Customer Journey Mapping in action
When to use a Customer Journey Map?
Complex Customer Interactions
Journey maps help streamline complex customer engagement with multiple channels & touchpoints.
Cross-Functional Collaboration Issues
Journey maps bridge gaps between siloed teams affecting the customer experience.
New Product or Service Launch
Journey maps ensure thoughtfully designed services that meet customer needs & expectations.
High Customer Churn Rates
Journey maps help identify pain points that drive customers away from your service, reducing churn.
Earlier Unsuccessful Innovations
Emphathising with customers offers insights into their needs, guiding more successful innovations.
Explore more tools
Take a dive into our design approach, by applying design methods we craft innovative businesses that navigate technological disruptions.
