Customer Journey Mapping

A half day workshop to creating
seamless experiences

What is Journey Mapping?

Journey mapping is the process of outlining the end-to-end experience a customer has with a company and can help - 

Identify friction points in the customer experience

Improve customer satisfaction and retention

Align teams around the customer’s needs

Drive business growth by optimizing touchpoints

Key steps

Customer journey mapping is a powerful tool that allows companies to visualize how customers interact with their products, services, and brand across different touchpoints. By creating a detailed journey map, businesses can identify pain points, uncover opportunities for improvement, and enhance the overall customer experience.

1

Define Your Goals and Scope

👉 Example - A SaaS company might want to understand why customers abandon the onboarding process. Their goal would be to reduce drop-off rates and improve user activation.

Key Techniques

- Identify stakeholders (marketing, sales, customer support, product teams)
- Focus on a specific persona or the entire customer base
- A particular phase of the journey or the full end-to-end experience.
2

Research and Gather Data

👉 Example - An e-commerce brand may analyze website analytics to identify where users drop off and complement this with customer interviews to understand frustrations.

Key Techniques

- Conduct surveys, interviews, and focus groups
- Use analytics tools like Google Analytics, Hotjar
- Collect customer feedback & social media comments
3

Identify Customer Personas

👉 Example - A travel agency may have two key personas:

Budget Travelers – looking for low-cost options and deals
Luxury Travelers – focused on premium experiences and convenience

Key Techniques

- Use demographic and behavioral data to segment customers
- Create detailed persona profiles
- Identify the key needs and frustrations of each persona
4

Outline Customer Touchpoints

👉 Example - A bank analyzing their mortgage application journey may list the following touchpoints:

- Seeing an ad about home loans
- Visiting the bank’s website for information
- Chatting with a representative
- Submitting an application
- Receiving approval or rejection

Key Techniques

- Map out each touchpoint in a visual timeline
- Use tools like Miro, Lucidchart, or Figma
- Online vs. offline interaction touchpoints
5

Map the Emotional Journey

👉 Example - A food delivery service may find that customers feel:

- Excited when ordering
- Frustrated when tracking information is unclear
- Happy when the food arrives on time

Key Techniques

- Use customer feedback to gauge emotions
- Create an “emotion curve” on the journey map
- Highlight major frustration points for improvement
6

Identify Pain Points and Opportunities    

👉 Example - A telecom provider may notice high call center wait times, leading to customer frustration. 

Key Techniques

- Color-code areas of difficulty and success
- Brainstorm potential solutions with cross-functional teams
- Prioritize issues based on impact and feasibility
7

Test, Refine, and Update the Map

👉 Example - A retail store may introduce a new loyalty program and track whether it reduces customer churn.

Key Techniques

- Conduct A/B testing on changes to the journey
- Gather ongoing customer feedback through NPS surveys
- Reassess the journey map every 6-12 months
Want to conduct
customer journey mapping?

If you would like to discuss a journey mapping session - we’d love to talk!

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Uplift Ventures Ltd, Company number 16002919
Private company limited by guarantee without share capital
Registered office address - 71-75 Shelton Street, Covent Garden, London WC2H 9JQ