Customers fail to reach the outcome
Registration, first purchase, implementation or support may look logical internally while causing real friction. CJM examines the customer perspective.
CUSTOMER JOURNEY MAPPING
CJM: an evidence-based customer journey map
Understand real product and service journeys: expectations, actions, touchpoints and friction. Turn observations into an opportunity map for your team.
01
When a journey map is useful
Channels are disconnected
Websites, sales, apps and service may follow separate rules. A map exposes handoffs and lost context.
Teams disagree on priorities
Research provides shared evidence for prioritisation. CJM supports strategy by connecting process improvements with user difficulties.
02
How we build a CJM
Boundaries and scenarios
Define whose journey is studied, the customer’s task and the scenario boundaries. Different segments may need separate maps.
Research the experience
Use agreed interviews, diaries, observation and available data to reconstruct specific situations, alternatives and workarounds.
Map and review
Connect stages, actions, expectations, barriers and opportunities. Mark supported findings and remaining hypotheses, then review the map with the client.
03
What your team receives
A working map
A visual CJM for agreed scenarios, explaining sources and limitations in a usable format.
Improvement priorities
Problems, opportunities and testable hypotheses. Impact and effort assessment require available business data and team input.
A scoped quote
Fees depend on scenarios, segments, participants, geography and analytical depth. We quote after the brief rather than invent a fixed fee.
Related case studies
HSBC Bank Armenia Case: CustDev & Digital BankingGlobus Gourmet Case: Premium Shopper ResearchSpirit Airlines Case: Passenger Experience ResearchLOOYS / RESEARCH