Here you will find answers to the most common questions we are asked about Customer Journey. What is Customer Journey,

1. Customer Journey FAQs
Answers to the most commonly asked questions

2. What is customer journey?
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Customer Journey describes the interactions people have with a
company over time via all available channels
- Telephone, digital, in-branch, mail, face to face and so on
- It also spans the interactions people have with your advertising
and marketing output; broadcast or direct marketing
Customer Journey concerns itself with what people do, what they
experience and get from the company, what they expect and how
they feel about those interactions and the company as a result

3. How can Customer Journey build
advocacy?
Companies can improve customer value by
improving customer journeys in four ways:
1. Make it easier for customers to do business
with you
2. Ensuring what you offer and what you say to
It’s
customers and prospects is more relevant to distinct
their needs at that moment in time
3. Improving the quality and consistency of
customer interactions
4. Ensuring what you do and say at every touchpoint delivers your distinct brand promise
It’s easy
It’s for
me
It’s good
6

4. Isn’t it all about delighting
customers?
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Much has been said about exceeding
customer expectations and delighting
customers
However research shows that it is far
more important to make it easy for
customers
Customer Effort Score is a better
predictor of future purchase and value
than Customer Satisfaction or Net
Promoter Score*
Bells and whistles can be irrelevant, or
downright infuriating if you’ve not got
the basics right
*’Stop trying to delight your customers’, Harvard Business School, 2010
http://customerjourney.uk.com/customer-journey/customer-effort/

5. Which department should own
customer journey?
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Customers are the one group most likely to experience output
from every function of an organisation
Develop better customer experiences therefore requires the
collaboration and alignment of every function
We most usually get our briefs from Marketing who have
responsibility for customer insight and key elements of overall
customer experience such as brand values.
However successful Customer Journey implementation needs
senior sponsorship and cross functional collaboration from an
early stage.

6. What is Customer Journey
Mapping?
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Customer journey maps show the steps people take, across all
channels as they interact with a company
It can focus on a single type of interaction (purchase, service
enquiry, renewal, complaint etc)
Or it can look across the entire customer lifecycle from first
enquiry to eventual attrition.
Maps can be very broad-brush, generated in a single work-shop
Or more detailed drawing on extensive analysis and showing:
- The numbers of people who take each step and how many
drop out
- Insights about why people do what they do
- Insights into how customers feel at key moments of truth

7. How do you create a customer
journey map?
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This simple five step process will enable any
company to build good customer journey maps
http://customerjourney.uk.com/customerjourney/customer-journey-mapping/
Existing MI should include web and telephone
analytics, marketing output and response, retail
figures and sales data
Missing MI can include customer
research, shadowing and UX to understand
motivations and emotional responses
Video and design, including animation can bring
customer journeys to life
A simple, internal only view of the customer
journey can take a few days
Expect a detailed map, including customer
research to take up to three months.

8. How do you design better customer
journeys?
• Customer Journey Design has a very broad span including:
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Brand expression (brand value delivery in daily interactions)
Web and user interface design
Customer contact strategy
Service design
Agencies like ours and internal teams can produce these in
response to customer insight
However delivering profound transformation, ensuring your
solution is consistently delivered and meets customer needs
requires:
- Collaborative design; with other functions and with customers
- And iterative design; regular testing of concepts internally and
externally as they evolve to ensure they do indeed deliver the
desired benefit

9. How do CX, UX and Customer
Journey differ?
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We use CX (Customer Experience) and Customer Journey
interchangeably
Some practitioners feel CX deals primarily with how customers
feel, the emotional response to interactions and with ‘delighting’
customers
Others think Customer Journey is associated primarily with
physical interactions (behaviour), contact strategy and reducing
customer effort.
We make no such distinction; we look at Customer Journey in the
round.
UX or web usability is restricted to online experiences and so is a
sub-set of Customer Journey which is deliberately multi-channel in
outlook

10. How do Customer Journey and
Customer Contact Strategy relate?
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Customer Contact Strategy is what to say to who when
However customers think what you do is more important than
what you say
Customer Journey spans both and helps manage the total
customer relationship
Customer Contact Strategy is a key component of Customer
Journey, it supports and helps deliver successful customer
experiences

11. What do you do?
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We help companies create more profitable customer
relationships by:
- better understanding their customers’ motivations and
experiences across all touch-point and the entire customer
lifecycle
- designing better customer experiences
- helping companies implement change that will enable them to
consistently deliver those experiences

12. What services do you offer?
Insight | Design | Transformation
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Insight
- Customer journey mapping, qualitative and quantitative
research, shadowing, mystery shopping, web analytics and
UX, service tracking, benchmarking and customer effort score.
Design
- Proposition, customer journey design, service design, customer
contact strategy, brand expression, web design
Transformation
- Mentor cross functional groups, nurture cross functional
alignment, validate and prioritise CJ changes, cross-functional
project plans, practical management coaching, iterative
testing, process mapping, functional specifications, project
management.
- http://customerjourney.uk.com/what-we-do/our-services/

13. What companies have you
worked with?

14. Who are you?
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Our team includes expert researchers, analysts, designers, UX
specialists and project managers. They are led by Martin Wright
and Stephen Grey
Martin Wright
An MBA qualified marketer
with over 20 years
experience leading Agencies
and as a Marketing Director.
Martin has led extensive Customer Journey
projects for Clients including Halifax General
Insurance, AXA Wealth, London & Quadrant
and Clarkes.
He has also developed and delivered
customer loyalty programs for RBS, Unipart
and developed Customer Contact strategies
for Nationwide Building Society and CSMA
Stephen Grey
Stephen has 25 years
experience
as
Customer
Services Director for Abbey
National and GE Capital. He
has also been MD of a pioneering CX and
Service Innovation consultancy.
He is responsible for turning insight into
change ensuring it is aligned with business
strategy, understood by front-line staff and
supported with processes and technology.
Stephen has helped Orange, the Post
Office, Aviva and the NHS deliver new services
and improve existing ones.

15. How do we contact you?
Customer Journey Consultancy
The Innovation Centre
Broad Quay
Bath BA1 1UD
(01225) 336977
http://customerjourney.uk.com
Martin.wright@customerjourney.uk.com
Stephen.grey@customerjourney.uk.com