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.
Panoramica
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.
A chi è rivolto
- 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
Il nostro approccio a Customer Journey Mapping
Le attività concrete che comprende un incarico tipo. Il perimetro si concorda prima: nulla di quanto elencato ricompare più avanti come voce a sorpresa.
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.
Dal primo contatto al risultato misurato
Sempre la stessa sequenza, così sapete cosa viene dopo.
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.
Risultati, non pile di documenti
Un cumulo di deliverable non è progresso. Questi sono i cambiamenti che il lavoro deve produrre.
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.
Domande frequenti su Customer Journey Mapping
Quello che ci chiedono prima di contattarci. Se la vostra domanda non c'è, fatecela direttamente.
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.
State pensando a Customer Journey Mapping?
Diteci che cosa volete cambiare. Se non siamo i partner giusti ve lo diciamo e vi indichiamo di meglio.
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