Customer Journey Mapping
Mapping how customers actually move from first contact to renewal, using evidence rather than assumption, and fixing the steps that lose them.
Aperçu
Most journey maps are drawn in a workshop by people who have never been the customer. They look tidy, they get printed large, and they describe a journey nobody takes.
A useful map is built from evidence: analytics, support tickets, sales call recordings and conversations with people who recently bought or recently left. It is messier, and it shows you where customers actually get stuck.
À qui cela s'adresse
- Companies losing customers at a point nobody can name
- Teams where marketing, sales and support each own a fragment of the experience
- Businesses about to redesign a site or an onboarding flow
Notre approche de Customer Journey Mapping
Les travaux précis que couvre une mission type. Le périmètre est convenu d'avance : rien ici ne réapparaîtra plus tard comme une ligne surprise.
Evidence gathering
Analytics, CRM records, support tickets, session recordings and interviews. The complaints in your inbox are a map most companies never read.
Stage and touchpoint map
Every stage from unaware to renewed, with the touchpoints, the owner and the systems involved at each one.
Friction and drop-off
Where people leave and, where we can tell, why. Quantified so the fixes can be ranked rather than argued about.
Emotional and effort mapping
Where the process is merely slow and where it is genuinely frustrating. Those need different fixes.
Moments that matter
The few interactions that disproportionately decide whether someone stays. Worth spending real money on.
Prioritised fix list
Ranked by impact against effort, with an owner per item, so the map turns into work rather than a poster.
Du premier échange au résultat mesuré
Toujours la même séquence, pour que vous sachiez ce qui vient ensuite.
Gather
Pull the data and run the interviews. Usually two to three weeks, and the interviews consistently produce the surprises.
Map
Build the journey as it is, not as it was designed, including the workarounds customers and staff have invented.
Quantify
Attach numbers to the drop-off points so the business case for fixing each one is explicit.
Prioritise
Agree the target journey and the ordered list of changes to get there, with owners and rough effort.
Des résultats, pas des livrables
Un empilement de documents n'est pas un progrès. Voici les changements que le travail doit produire.
The real leak, named
Teams routinely discover the biggest loss is at a step nobody owned, which is precisely why it stayed broken.
One shared picture
Marketing, sales and support arguing from the same map instead of three partial views.
A ranked list, not a poster
Changes ordered by value, so the work starts the week after the map is finished.
Better briefs downstream
Site redesigns and onboarding rebuilds start from evidence about where users struggle.
Questions fréquentes sur Customer Journey Mapping
Ce qu'on nous demande avant de nous contacter. Si votre question n'y est pas, posez-la nous directement.
How long does customer journey mapping take?
Four to six weeks for a full journey. A single stage, such as onboarding, can be done in two or three.
How many customers do you need to interview?
Eight to twelve per segment usually gets us to the point where new interviews stop producing new findings. Recent leavers are the most valuable and the hardest to get hold of.
We have a journey map already. Is that enough?
It depends on where it came from. If it was drawn internally without customer input, it is a hypothesis. We can test it against evidence rather than starting again.
Do you implement the fixes?
We can, and often do for the digital ones. Some fixes are operational or organisational and belong with your own teams; the map says which is which.
Vous réfléchissez à Customer Journey Mapping ?
Dites-nous ce que vous cherchez à changer. Si nous ne sommes pas les bons interlocuteurs, nous vous le dirons et vous orienterons ailleurs.
Vous cherchez la vue d'ensemble ?
Customer Journey Mapping accompagne généralement d'autres travaux en Strategy & Consulting. Parcourez tout le domaine pour voir les liens.