Business Analysis – customer journeys and processes

What is it?

A customer journey map tells the story of the customer’s experience: from initial contact, through the process of engagement and into a long-term relationship.
The customer journey focuses on a particular part of the story or gives an overview of the entire experience.

What this always does is identify key interactions that the customer has with your company or product. The customer journey talks about the user’s feelings, motivations and questions for each of these touchpoints.

We’ve all experienced the situation where you are told one thing before purchasing a service / product, and then post sale receiving a completely different experience.

Every time a customer contacts your organisation or its representatives, there is an opportunity for a customer moment of truth. These are opportunities for the organisation to make a good or bad impression on the customer and are key moments in the customer journey.