CUSTOMER
JOURNEY
MAPPING
Customer Journey Mapping is a strategic process that visually outlines every customer interaction with a business, from awareness to loyalty. It assists organizations to identify key touchpoints, pain points, and opportunities for improvement across the 3 key pillars of customer experience
- people, processes, and technology.
When a business truly understands the touch points and pain points that influence buyer behaviour, they are in a position to improve and capitalise on them as drivers of customer satisfaction and business growth.
WHY DO
JOURNEY
MAPPING
Customer journey mapping enables businesses to pinpoint inefficiencies in processes and technology that may hinder a seamless customer experience. By examining interactions at every touchpoint, organizations can identify bottlenecks and friction points, allowing them to streamline workflows and implement solutions that enhance efficiency and satisfaction.
In addition to operational improvements, journey mapping reveals gaps in employee skills and knowledge, ensuring teams receive the necessary training to provide exceptional service. Addressing these gaps fosters customer-centric thinking, equipping employees with the tools to anticipate and meet customer needs effectively.
JOURNEY
MAPPING
WORKSHOPS
Our Customer Journey Mapping workshops are designed as full-day (8-hour) sessions, where participants work in teams of 6 to 8 members to analyze and enhance the customer experience.
Each team is assigned a specific market segment within the business and begins by developing a customer persona and an empathy map to represent a typical customer.
Using this foundation, teams map a simulated customer journey, identifying key touchpoints that influence buying behavior as well as potential pain points that may hinder the experience.
Steve Jobs, Apple
JOURNEY
MAPPING
OUTCOMES
To drive measurable improvements in the customer journey, participants systematically identify and document key recommendations for optimization. These recommendations are structured into three essential categories:
People – Strengthening employee interactions and service delivery to enhance customer engagement.
Processes – Refining workflows to improve efficiency and reduce friction.
Technology – Leveraging digital tools to elevate the overall customer experience.
Each identified improvement is designated as a formal task and assigned to the appropriate department head, who assumes responsibility for implementation within a defined timeframe. This structured approach ensures accountability, fosters collaboration, and drives meaningful, sustainable enhancements to the customer experience.
JOURNEY
MAPPING
FACILITATOR
Lynn Baker is a globally recognized CX specialist and CEO of the Customer Experience Institute South Africa.
As a leading facilitator in customer experience training Customer Journey Mapping, she helps businesses refine customer interactions through engaging, experiential learning.
Lynn is also the creator of the interactive business board game - The Customer Journey Game, which she includes at the start of journey mapping session to foster collaboration, break down silos, and embed customer-centric thinking. Lynn empowers teams to visualize and optimize customer touchpoints, ensuring seamless, impactful experiences.
Learn more about Lynn Baker here
