Customer journey mapping
Customer journey mapping shows where customers hit gaps between your website, sales and service teams.
Background
Customers meet your organisation through search, the website, advice, quotes, invoices and support. Internally, those touchpoints sit with different teams and systems. Problems often surface only when customers leave.
What the map contains
phases from first research to repeat business
touchpoints per phase, online and offline
customer questions and obstacles
responsible department and system
Typical findings
key information only appears in the quote or contract
no response for days after an enquiry
customers enter data twice because systems are not connected
website and sales use different terms for the same offering
Approach
The work starts from analytics, search queries, support tickets and conversations with sales and customers. A workshop condenses this into one journey per audience.
Each obstacle is rated by impact and effort. The output is a graphic and a prioritised list of changes to the website, forms or processes, each with an owner.
Value for decision-makers
The map gives every department the same picture of the customer. For redesigns and portal projects, it is a reliable basis for structure and scope.