Customer Journey Mapping

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Your company has a customer experience - whether you manage it purposefully or not. So how well is it working for the customer, and is it supporting your business objectives?

  • Motivations: Why is the customer seeking to start the journey in the first place? How does this change as they become more engaged with your company/product/brand?
  • Actions: What are the steps they take, or want to take but maybe can't?
  • Barriers: What are the things preventing them from moving to the next stage in the journey?
  • Emotions: How do they feel as they move through the journey? What are the emotional peaks and valleys?

From this foundation, we can assess the effectiveness of your current journey and where it needs rethinking and supplementing. This can be targeted on a particular type of customer interaction, or look more holistically at the entire customer lifecycle (which typically contains multiple sub-journeys). This can also span various touchpoints - web, mobile, physical product, email, phone, in-person, retail, affiliated partners...

It's equally important to look "under the hood" at what is happening behind the scenes to support or hinder the journey, regardless of org chart structure and departmental silos. This is where "service blueprinting" comes in.


Our Leading Edge Thinking

The Enigma Bureau's founder, Adam Richardson, is a recognized expert on customer journey mapping, and has written multiple articles for HBR on the topic:

What You Can and Should be Doing With Your Customer Journeys

Using Customer Journey Maps to Improve Customer Experience

Touchpoints Bring the Customer Experience to Life