Customer Journey Mapping: Customer Experience is Key

Reach the customer in the correct way at the right moment

Customer journey mapping is a wide-reaching phenomenon. But what can you do with it as a company and when is it a good idea to deploy this tool? The answer to this is not straightforward: Each Customer Journey is different and largely depends on the research question you have.


For example, do you wish to develop a new proposition which responds to an existing customer requirement? Do you wish to develop the most effective communication strategy to persuade or reach your target group? Optimize customer processes? Offer increased customer focus within your organization? Or perhaps a combination of all the above?


By mapping (part of) the customer journey that is unique to your organization, Motivaction can assist you to be present in the right way when the customers’ decisions can be influenced the most. How can we achieve this? By following six golden rules. This is how we make the difference together with you.


1. Create a tailor-made Customer Journey Model

We ensure that we, as well as you, understand in advance why we are going to use customer journey mapping, to what extent insights are already known and what still needs to be researched. We develop a tailor-made Customer Journey model with you and we will decide which phases to focus on in the Customer Journey, whether the focus must be on emotions or on touchpoints and which research method is most suitable to answer your questions.


2. Knowing and understanding target groups

It is essential to know in advance who will make the Customer Journey: Which (type of) customers do you wish to reach? And what will this target group get out of the Customer Journey (customer jobs)? If you work with personas, for example , then it is relevant to explore the differences between the personas. We can assist you to gain insight into target groups by using our value segmentation model Mentality, our digital lifestyle-segmentation model DIGITALITY, or a domain-specific segmentation.


3. Offer thorough and figure-based insight

The best Customer Journey-analyses are created thanks to a combination of thorough qualitative research and testing quantitative research. Depending on the research question, we determine if we should will first perform an exploratory study to gather insight that we will subsequently present in an online questionnaire, or if we should first apply a big data analysis on your database, for instance. This allows us to focus on actual behaviors and the used touchpoints, which we will then address in more detail through qualitative research (for example e-Safari, Innerworld, focus groups , single interviews).


4. Placing emotions central

As a company you only reach people when you get through to them emotionally; by surprising them in a positive way, by challenging them or by moving them. By making emotion the most important component, we search for “moments of truth” in the Customer Journey: A moment where you as a company can excel at what you are good at and can make the difference for the customer.

To focus on the emotion curve, we use a set of 25-30 emoticons which present positive, negative and neutral emotions (on a spectrum). We apply these in a qualitative analysis, but we also use online questionnaires to test insights.

Below you can see an example of a Customer Journey map that highlights the thinking, doing and feeling various phases.


5. Put the Customer Journey in context 

While a Customer Journey Map instantly creates a clear overview, an explanation is also required. A proper understanding of the context is important for this: A Customer Journey is never isolated; it always happens in the real world. Thanks to many years of research and the presence of sector expertise, we can see the customer journey in a wider context in your company. 


6. Taking things a step further with you

Your Customer Journey with Motivaction is not over if you have the Customer Journey file at hand. At the end of the research we will work with you, work to make the research results applicable and align these with the objectives and (practical) possibilities within your organization. For instance, we will jointly look for new concepts to create a peak-end moment in the Customer Journey by way of a ConceptCreation workshop, which makes the experience of your organization unforgettable.


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