Customer Journey Mapping
The starting point for any Customer Experience programme
The start of your
Operational reality always seems reasonable from the
internal point of view. But from the perspective of the
customer it could look very different. Conflicting messages,
inconsistent promises and extra hoops to jump through can
result in confusion and ultimately loss of customer.
This is why Customer Journey is Step 1 in any Customer
Experience programme. This handy framework describing
all events and interactions that customers experience with
your company answers 3 key objectives:
1. Understanding your customer reality better
2. Aligning your people around a single framework for CX
3. Developing an action plan and giving momentum to for
structural CX improvements in your company.
• Have a kick-off meeting
to plan the project,
assign the roles, get to
know the team and align
• Collect and analyse
existing customer data
• Conduct desk research
in the industry and
• Conduct additional
customer research and
make field visits if
• Run stakeholder
• Create the first thesis of the
• Customer mind set
• Choice drivers
• Advocacy drivers, etc.
• Persona “flavours”
• Check the Thesis with the
stakeholders and the team
• Enrich the Journey thesis
with operational elements:
• KPIs and Standards
• Staff behaviour
• Data & technology
• Conduct alignment
• Key stakeholders
• Customer facing
• Finalise the thesis
• Conduct a full day
Workshop for the whole
team in order to present
the final result, answer
questions, get everyone’s
sign off, and agree that
as of now this is the
• Conduct a roadmapping
workshop with key
stakeholders and team
members in order to plan
projects to get from
current state to future
• Set up individual projects
and project teams
• Set up governance &
• Provide tactical coaching
and helpdesk where
Extra research data (if
Customer Journey thesis
Action plan & Roadmap
Go into Deep Dive
Map the Customer
Getting from AS IS
to TO BE
Week 1-2 Weeks 3-6 Weeks 6-8 Weeks 8-10
Your Journey Mapping Process:
What you get as a result:
1. A Customer Journey Framework, which describes:
• Your customers’ thoughts and feelings at every
step: before, during and after the relationship
• Their expectations and ways in which you should
• Minimum standards for CX at each step, and further
requirements for the advocacy level
• Suggested KPIs to measure the performance
2. An interpretation of the journey for your key Customer
3. A Roadmap from the current situation to the desired state
• AS IS state
• TO BE state
• Gap analysis
Private – Corporate
Senior – Junior
Expert – Novice, etc.
find and fix weaknesses align your business improve resource allocation manage value drivers
Customer Journey Framework:
ING (now Nationale Nederlanden) Vodafone Group
Touring Roadside Assistance Bridgestone B2B2C
We have done Customer
Journey mappings both
the long & thorough, and
the short & sharp ways.
We know that the
difference between the
two is not the quality of
content being produced,
or how well it reflects the
reality; but the level of
and to which extent it can
carry your CX forward.
Also, we just enjoy this
kind of work.
ENTERING THE AIRPLANE is not the enjoyable part of the experience, it is one of the “hoops to jump”. Passengers want to
get over this step as quickly as possible, getting rid of their carry-on luggage, getting to their seat and making themselves
comfortable for the moment. They may feel anxious and uncomfortable because of close confined space in the plane, the
bulkiness of luggage, and the proximity of the others. As some of their fellow travellers struggle, this may lead to irritation for
being “held up”. That’s why our job is to make this step as smooth and easy for the passengers as possible. In the ideal world,
they will never remember it as a step.
State of mind before and during the Step: Anxious, tired, stressed.
Desired state of mind after the Step: Relaxed, comfortable, resting.
• Display a cheerful disposition. Make eye contact, smile and welcome every passenger on board.
• Make sure the airplane’s hospitality software is set to welcome mode (music, temperature, airflow, …)
• Make sure that seat information is clearly visible on printed and mobile passes
• Greet business class and premium customers by their name. Have entertainment materials and welcome drinks at hand.
• Make genuine friendly comments or even jokes with passengers when you feel this is appropriate.
• When (most) passengers are comfortable, let the crew member who most enjoys interacting with children <3 years old
approach parents with babies to offer our Flying Baby gift packs. Present this in a playful and empathic manner, all while
keeping an appropriate distance to ensure your attentions are welcome.
• Time of boarding
• Touchpoint NPS
Customer Journey Step: Detalisation
Please note that the above is fictional data which has been created for presentation purposes only. Actual persona descriptions as well as the presentation template use are always tailored to
the needs of the brand.
STEP X: ENTERING
Let’s talk customer – contact us for a call or a
cup of coffee:
+32 473 88 89 96
We make Customer-Centricity happen. Profitably.
Head of Research
+32 473 88 89 96
We make Customer Centricity happen. Profitably.
A structured approach for automotive firms to embed
the customer perspective in every aspect of their
business, from customer journey development to POS
A structured approach for telecommunication firms to
embed the customer perspective in every aspect of
A skilled multi-language team for EMEA clients B2B and B2C Credentials
To make the world a more
customer-friendly place (for fun & profit)
Our Purpose We make customer experience happen. Profitably.Our Promise
Who are we?
What do we do?
A structured approach for B2B firms to loyalize
customers, improve share of wallet, and save accounts
at risk. NPS, customer journey, and other key tools.
Business to Business
We are Customer Experience Architects.
Futurelab is the European customer experience (CX) consultancy. For more than 15 years we help our clients
understand the needs of their customers, develop better customer experience, and draw profit from customers’
loyalty and word of mouth.
We call ourselves “Customer Experience Architects” because we help you dream, design, launch and
implement your CX program – just like an architect helps a client to dream, design and create a new building.
We listen to your needs, evaluate your current situation, and plan projects with your team, managing your
agencies and vendors towards the desired result.
But we don't stop just there: like any good architect, we stay with you overseeing the implementation process,
making sure that projects are on track, the necessary processes are created, and your people learn necessary
This is why our services fit your needs – from customer strategy development and NPS ® pilots to all-company
customer centricity trainings. Our focus is on identifying quick wins and drive the ROI of any project. Through our
offices in Germany and Belgium, as well as our associates in many other countries, we are always close to you.
Diversity by Luis Prado from the Noun Project
stair car by Aldric Rodríguez from the Noun Project