Ipsos Encyclopedia - Customer Journey Mapping

​Customer Journey Mapping is the process of graphically diagramming components or mapping comprehensively the journey or journeys customers take as they interact with organisations, whether those interactions are marketing communications, products, service experiences, or any combination (organisation-controlled or not) that impacts perceptions of the customer experience.

Definition

​Customer Journey Mapping is the process of graphically diagramming components or mapping comprehensively the journey or journeys customers take as they interact with organisations, whether those interactions are marketing communications, products, service experiences, or any combination (organisation-controlled or not) that impacts perceptions of the customer experience.

Ipsos Point Of View:

While seemingly simple to conduct and use, Customer Journey Mapping, when done properly, incorporates decades of research and practical application of neuroscience, psychology, and behavioural economics. Customer Journey Mapping uncovers how human habits and heuristics are formed, strengthened, and disrupted. Rather than emphasising the documentation of past experiences, Customer Journey Mapping focuses on capturing and recording predictive expectations i.e. ‘What will happen in the journey’ and comparing those to normative expectations i.e. ‘What should happen in the journey.’ In so doing, Customer Journey Mapping allows practitioners to identify opportunities for creating detectable distinctions, branded differentiation and a holistic customer experience. Most importantly, Customer Journey Mapping may be used to document the designed experience that an organisation seeks to deliver consistently – essentially providing the blueprint for customer experience delivery.

Examples of how clients can use Customer Journey Mapping include:

  1. Uncovering gaps in their customer service experience
  2. Identifying disconnects between their brand value proposition and how customers experience their brand
  3. Rectifying inconsistencies between how internal processes are built and the way customers experience them
  4. Aligning internal resources to focus on the most important moments of truth in the customer experience

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Recommended readings:

  • Using Customer Journey Maps to Improve Customer Experience by Adam Richardson (2010, Harvard Business Review)
  • Making Meaning: How Successful Businesses Deliver Meaningful Customer Experiences by Steve Diller, Nathan Shedroff and Darrel Rhea (2005)
  • The Experience Economy: Work Is Theater & Every Business a Stage by B Jospeh Pine and James H Gilmore (1999)

Customer Experience