Omni Core · Customer Journey Mapping · Module
Mapping the journey
What the customer actually experiences, in order, from their side — including the waiting, the repetition and the parts the organisation never sees.
The idea
How it works
A map drawn from internal process describes what the organisation does. A map drawn from customer accounts describes what happens to them, and the two differ most at exactly the points that matter.
The service-blueprint form is more useful than a plain journey map because it pairs the customer’s experience with the internal activity behind it, which is where the causes of the experience live.
Working with it
In practice
- 01
Build it from customer accounts
Ask fifteen customers what happened, in order. Their version contains steps the organisation does not know about.
- 02
Include what happens between contacts
The waiting, the wondering and the asking a colleague. Most of the journey is not an interaction.
- 03
Pair each step with the internal activity
What the organisation is doing while the customer is experiencing this. That pairing is where causes become visible.
- 04
Map the whole relationship
Through renewal and departure. The parts after the purchase are longer and less designed.
One level in
The components of mapping the journey
A component is something that exists afterwards which did not exist before — a deliverable or a mechanism, not an intention.
Ask fifteen customers what happened, in order. Their version contains steps you did not know existed.
The other modules in customer journey mapping
Moments that matter
The few points that disproportionately determine how the whole is remembered, identified rather than assumed.
LearnChannel handovers
What happens when a customer moves between channels or functions — where context is lost and where the experience most often fails.
LearnRedesign
Changing the journey deliberately, with the internal changes that requires — the half that makes mapping worth doing.
Learn