Customer Journey Mapping

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Customer journey mapping provides clarity that enables each part of the business to move confidently in the same direction.


Customer journey maps ensure the customer is always at the heart of discussions and decisions regarding sales and marketing initiatives, support, and innovations. 

what it is

When you lack insight into what your customers truly experience, it’s like driving company growth with a fogged-up windshield. Potholes and wrong turns become inevitable.

Customer Journey Mapping solves this problem. It aligns your team around a commonly understood view of the customer journey. This helps employees develop customer empathy and a deep understanding of customer interactions, which in turn enables smarter every day decisions on how to deliver value. 

No longer are your teams just guessing or working with disparate (and sometimes wrong) ideas about the customer. They are now on the same page. It’s a clarity that enables each part of the business to move confidently in the same direction — leading to better results for sales, customer retention, and product and service innovations.


We take a co-creation approach to customer journey mapping. We collaborate closely with you and your team, and utilize input from your employees and customers. This ensures we put the best information to use to create a clear, complete and accurate picture of the customer experience.

Then we map the customer journey, help you define and improve the experience, and provide you with the tools and guidance to align the culture of your company around this common understanding. 

Basic elements of customer journey maps typically include:

  • Defined personas
  • Journey phases
  • Customer touchpoints
  • Moments of truth

We also tailor them to address your unique challenges and goals, overlaying such elements as:

  • Key performance indicators
  • Roles and responsibilities
  • Voice of Customer (VOC) listening posts
  • Engagement playbooks
  • And many others

While no two maps are (or should be) the same, we are guided by two main design principles: the maps must be insightful enough to drive priorities and improvements, and they must be engaging enough to facilitate broad socialization.