A customer journey tells a complex story of the overall customer experience, from their point of view.

Each journey highlights how a customer makes decisions, what motivates them, and the stages they go through to accomplish their goals, among other key insights about your customer.

It’s vital to understand: the customer journey isn’t defined by the touchpoints between your organization and your customer.

In fact, the customer journey is all the steps a customer takes to solve their problem, with or without you.

Customer journey mapping gives you a plain view of any missing information regarding your user’s process that your company might not otherwise find. This provides you with more opportunities to connect with the consumer, deliver even more value, and reap the rewards of a more engaged consumer.

It’s to your company’s benefit to aligning business goals, service delivery, and digital initiatives to the many touchpoints of your customer’s journey. With this approach, you’ll find and leverage key opportunities to better connect with and provide value to your customer.

There are three key considerations which provide the framework for leveraging customer journeys in order to drive service delivery and digital strategy.

1. Understanding the customer journey

The research to identify the stages, customer considerations, and so on. These are identified on the journey map as Stages—which run across the top in columns—and rows for User Tasks, Players, User Thoughts, and User Feelings.

2. Customer journey mapping

Mapping these stages onto a shareable document that will be referenced by all team members.

3. Aligning service delivery and digital to the customer journey

Identifying how to leverage digital to deliver value at each stage of this journey. This is represented by the middle, darker yellow rows: Relevance, Media, and Tactics.


A sample customer journey map

This sample map—for an adult child looking for support for an ailing parent—details customer journey stages, user tasks, players, user thoughts, user feelings, and outlines how the organization can align with the customer journey to provide better, more compelling service.

Schematic of a journey mapTap to enlarge or download the map.

Leveraging the customer journey to improve customer experience and service delivery

Customer journeys play a vital role in customer experience and service delivery initiatives. Our Strategy: Leveraging Digital and CX Collaboration solutions help drive customer conversions, engagement, and retention, while optimizing team efforts, all led by the customer journey.

Are you ready to leverage digital transformation consulting to improve customer experience and service delivery?