Our customer journey approach involves 5 phases: 1) defining customer segments through research, 2) mapping the customer experience touchpoints, 3) identifying moments that create loyalty, priorities and differentiators, 4) designing concepts and prototypes to improve experiences, and 5) monitoring the experience through measurement and dashboards.

1. OUR CUSTOMER JOURNEY APPROACH
RESEARCH + ANALYSIS SYNTHESIZE, IDEATE + DESIGN MEASUREMENT
PHASE 1 PHASE 2 PHASE 3 PHASE 4 PHASE 5
Customer Experience Moments of Experience Experience
Definition Mapping Truth Design Monitor
• Segmentation • Touchpoint mapping • Differentiations • Concept • Measurement
• Narrative insight • Need state analysis • Loyalty drivers • Prototype • Dashboard
- analytical • Emotional state analysis • Priorities • Validate
- cultural • ROI • Ideation
- structural