Strategic Advisory

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.

Beratung buchen Was enthalten ist

Überblick

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.

Für wen das gedacht ist

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

Was enthalten ist

Unser Vorgehen bei Customer Journey Mapping

Die konkreten Arbeitspakete eines typischen Projekts. Der Umfang steht vorab fest, nichts davon taucht später als Überraschung auf der Rechnung auf.

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.

Ablauf

Vom ersten Gespräch zum gemessenen Ergebnis

Immer dieselbe Reihenfolge, damit Sie wissen, was als Nächstes kommt.

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.

Warum es sich lohnt

Ergebnisse statt Aktenordner

Ein Stapel Dokumente ist kein Fortschritt. Das hier sind die Veränderungen, die die Arbeit bewirken soll.

Sehen, wie das ausgegangen ist

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.

Fragen

Häufige Fragen zu Customer Journey Mapping

Was Kundinnen und Kunden fragen, bevor sie sich melden. Fehlt Ihre Frage, stellen Sie sie uns direkt.

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.