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Steps to Successful Customer Journey Mapping

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Below is an excerpt taken from Module 4 of the Professional Certificate in Customer Experience.

This module includes all the below and a huge amount of detailed information on how your business can create and utilise your customer journey.

What is a Customer Journey?

A Customer Journey is defined as every interaction across every touch-point that a customer has with a company. Each interaction in the journey contributes to the overall customer experience.

What is a Customer Journey Map?

A Customer Journey Map is a visual representation of the process a customer goes through to achieve a goal with a company. It includes every interaction a customer has at each touch-point for that specific journey.

A Customer Journey Map focuses on what the journey currently looks like – this is what we call the “as is”.

For each stage of the “as is” journey, you should look at: 

  • What actions happen – what is the customer doing?
  • Which touch-points the customer uses – are they going online, or making a call, using an app or visiting a store or branch
  • What the common issues and pain points are for customers? (by pain points we mean what are the barriers to the customer completing their objective, what annoys them and may cause them to abandon the journey, complain or even stop doing business with the company)
  • How the customer is feeling at each stage – are they happy, annoyed, frustrated, satisfied etc?

It also includes how the journey can be improved – this is what we call the “to be”.

For each stage of the “to be” part of the Customer Journey Map, you  should look at: 

  • What actions can be put in place to improve the “as is” experience?
  • How specific pain points can be addressed or removed?
  • How the customer journey can be simplified

What is Customer Journey Mapping?

It is very important that companies take the time to understand each journey from the different customers’ perspective and consider how the customer experience can be made as good as it possibly can be for them.

To do this companies need to walk in their customers shoes and map out every interaction at every touch-point along the customer journey for each different type of customer. This process is referred to as Customer Journey Mapping.

What questions do I need to address?

Before and during the process of Customer Journey Mapping, ask yourself the following questions. You need to answer honestly and always with your customer in mind.

Who is the Customer? – create at least one description and picture (persona) of the customer you are focusing on. Imagine the customer is sitting in the room with you and constantly refer back to them

What is the Customer Goal? – what is the overall goal the customer is trying to achieve?

What are the stages? –what stages of the journey does the customers go through to achieve their goal?

What are the Touch-points? – what  touch-points does the customer use through each stage of the journey?

What is the current Customer Experience? (the “as is”) – what are the actions, pain points and emotions of the customer?

How do we make Improvements? (the “to be”) – what are the opportunities to improve the Customer Journey?


If you would like to learn more about Creating and utilising your customer journey, and receive our Customer Journey template, sign up to our next course: the Professional Certificate in Customer Experience

Who benefits from CX investment?

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Everyone Benefits from investment in CX


Companies that deliver CX excellence receive immediate and impactful benefits that filter throughout the whole business. Each of these benefits ultimately deliver greater commercial ROI and shareholder value.

These benefits can be realised by each business department or C-suite decision maker. Below, we outline which benefits are important to each department. It has been designed to help CX practitioners get buy-in from each department and the company as a whole, enabling a speedier focus on the customer.

The core benefits of delivering CX Excellence are:


    • Differentiation from your competitor
    • Greater customer loyalty and retention
    • More cost-effective acquisition of new customers
    • Reduction in cost to serve your customers
    • Greater staff motivation and longevity
    • Greater shareholder value 


CX benefits business iconsCEO

Shareholder value CX provides greater ROI for investors

Business differentiation Because most businesses today offer pretty much the same product at the same price, CX is now the only true way a company can differentiate its offering to its customers

Business reputation Companies that treat their staff and customers brilliantly earn stronger reputations in their communities and markets

Internal culture CX creates a positive internal culture and working environment

Motivated staff Happy staff = happy customers = happy business = happy shareholders

Investment arsenal Happy shareholders are quicker to invest and support a successful CEO with a successful CX approach

CX benefits business icons2The Financial Director

Profitability Greater profitability due to less price sensitivity as customers are happy to pay more for great CX

Increased revenue Positive word of mouth delivers greater repeat sales and further opportunities for cross and up selling. It also stimulates strong acquisition of new customers

Cost savings Happy customers are less likely to tie up service lines/contact centres with queries resulting in cost savings. Investment in expensive marketing acquisition programmes are reduced

CX benefits business icons3The Operations Director

Reducing time & effort CX helps operations by making it easier and more enjoyable for customers to do business with us

Reducing costs to serve By removing hurdles customers are less likely to engage the company with queries and therefore reduce the numbers of calls into a call centre

Customer promise Operations can now deliver on the customer promise because they are part of its creation

CX benefits business icons4The Marketing Director

Customer promise Allows marketing to deliver a powerful customer promise that differentiates the company from its competitors

Acquisition of new Customers Lower acquisition costs

Retention of existing customers Stable customer base willing to pay more for better CX

CX benefits business icons5The Sales Director

Acquisition of new customers Cost effective acquisition as a result of increased positive customer advocacy

Higher margin Happy customers buy more product more often and at higher prices

Up and cross selling existing customers Easier to convert existing happy customers to buy more from you

CX benefits business icons6The Commercial Director

Profitability Higher margins created from higher prices and lower costs to serve

Less price sensitivity Customers are happy to pay more for a great customer experience

CX benefits business icons7The HR Director

Purpose Staff feel they have more input in a customer centric organisation

Motivation When staff are clear on their roles and how they impact their companies success they become more motivated

Longevity Great CX companies hold onto their best staff for longer

Rewards Best in class CX champions reward their staff for CX rather than sales

CX benefits business icons8The IT Director

Improved ROI Technology investments based on customer feedback can result in increased usage and reduced costs

Making it easier for staff to deliver customer promise Utilising technology will help internal staff support front facing staff deliver greater CX

Making it easier for the customer to do business Deliver greater UX experiences for their customers

Credit: The CX Company


Is CX part of the agenda in your company?
Use this information to arm yourself in your next board meeting. You know how investment in CX will benefit your company. Now you know how to get everyone on board!

The Economics of ‘The CX Framework’

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Delivering Customer Experience Excellence offers companies many benefits which in turn create greater shareholder value. By consistently focusing on ‘The CX Framework’, companies will create an emotional connection with customers, creating behaviours and relationships that deliver growth. But what economic impact will ‘The CX Framework’ have on your company?

The following diagram illustrates the economics of The CX Framework and CX Excellence:

CX Framework SHAREHOLDER VALUE diagram

Let us make a case for how your company will benefit from CX Excellence


Increased Retention


Customers who have a high-quality experience are 2.7 times more likely to keep doing business with you.

Increased Cross Sales


Customers who have an excellent experience are 7 times more likely to try a new product or service.

Lower Price Sensitivity


86% of customers state that the experience is now more important than price and even product.

Increased Employee Satisfaction


Companies who deliver an excellent customer experience have much higher employee satisfaction and greater employee longevity.

Lower Costs to Serve


Satisfied customers make fewer service and support calls resulting in less staff being required to service customer queries.

Increased Profits


Customer-centric companies were 60% more profitable compared to companies that were not focused on the customer.

Lower Acquisition Costs


Sales are driven from positive word of mouth rather than expensive sales and marketing campaigns.

1. Forrester 2. Experience Matters 3. Forbes 4. Forbes 5. Digitalist Mag 6. Deloitte 7. Get Feedback


Seven key CX trends for 2019

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As 2019 gets underway we can reflect on a 2018 that brought some fascinating changes in the landscape of CX worldwide. Instead of seeing improvements around the globe, we have actually seen a dip in performance. It is clear that the majority of companies are still struggling to deliver CX Excellence. Failing to meet the ever-rising expectations of the customer.

As companies place significant investment in technology, it appears that many have lost focus on the one thing that can create a genuine connection with their customer better than anything else – the human touch.

In 2019 we see the need to find the right balance between technology and emotionally intelligent and empowered staff who truly understand the customer, can build rapport and are able to deliver heroic resolutions. We also see the importance of clear communication throughout companies, making sure every single employee understands and is on board with the customer promise.

Below, we have listed Seven Key CX trends for your company to focus on for 2019.


 1. Getting the balance right between technology and people is critical

Technology definitely has a role to play in CX Excellence but it must add to the experience and it can’t be the only area of investment. Customers want the emotional connection. We predict a growth in investment in staff training and empowerment, focusing on emotional intelligence and experience rather than just service.

 2. Businesses must have a clear customer promise

Customers do not tolerate over promising anymore. Trust has gone out the window. Honing in on a realistic customer promise will create a framework to deliver the experience your customers want. It will also be the foundation of your reputation. Honesty and transparency must be central to your promise. Use customer experience camps to develop your promise.

3. Agility will become a critical CX driver

Agile delivery across all channels will be critical to ensure CX Excellence and will become a key competitive differentiator. As customer expectations continue to rise, being able to quickly test, learn and revise will be the difference in getting and staying ahead of your competitors.

4. Silos will be removed

Human beings lie behind every great CX journey and CX champions know and leverage this. Companies need to breakdown internal silos and be structured around the customer with multi-functional teams focused on delivering CX Excellence. Culture, education and communication must be at the foundation of this business transformation.

5. The highly personal touch

More and more companies will design highly personal customer experiences to differentiate their business against competitor offerings, ensuring customers feel like important individuals with distinct needs and taste. Technology will support this by providing real-time customer insights to drive CX initiatives.

6. CX will become the recognised umbrella for business growth and cost savings

Shifting from a focus on short term profits to long term customer success is key. Senior management teams must understand that CX is a long-term programme that has no ‘quick fix’, but is the only way to differentiate their business.

7. The new method of customer acquisition

CX will help your company to not only retain your existing customers, it will also help you to acquire new customers. By delivering great experiences your existing customers will become advocates of your company. They will be so loyal, engaged and connected that they will sell on your behalf. Recommending you to family, friends and colleagues. CX turns your existing customers into sales people. This is the new method of customer acquisition.

While we have seen a dip in performance overall, this has left a huge opportunity for companies to improve and stand out from their competitors. Companies that will succeed are those that can break away from CX mediocrity and deliver a meaningful and consistent customer experience across all channels, while balancing the use of technology with the human touch.