Follow the I4 Process Blog

 Subscribe in a reader

Enter your email address:

“As part of the management team, I realized that Finance, Accounting, and Administration needed to build an understanding of how Lean works for the administrative side and in support of our manufacturing Lean Journey. This class solidified the concepts and philosophy with specific examples that enabled me to internalize the knowledge. I plan on getting together with two plant controllers to do additional training and projects in the local area, and implement improvements like the ones I did in class of the value stream mapping of the month end close.”

Needs Credit


The Customer Journey – Why and How? Part 1

Screen Shot 2015-02-25 at 11.59.36 AMWe know what the customer role is in a process, so how is the Customer Journey different? The Customer Journey is a relatively new term which describes the full customer experience within your organization- from when they first interact with you (often as just a interested body or possibly a prospect), to all their interactions as a customer, and ultimately to being an energized advocate for the company. It includes direct contact with employees, processes, products, services, the company’s messages, social media, and any other materials written about the company.  The “User Experience” is the specific times that the customer interacts directly with employees, products or services. 

By considering all these experiences it is possible to have a much fuller picture of the customer – not just with a single process, but with all processes and all interactions over the lifetime of that customer’s experience with your company.  From the customer’s point of you, he wants the company to observe all he does, what he prefers, what he buys, what he considers and then chooses, and remember all those things so the company can better serve him – either through special personal service, offering special deals relevant to him, providing better self- service, special handling, etc.

The Customer Journey map is a map of the entire experience for the customer.  There are samples below. If you were studying a particular customer or customer segment, it makes sense to create an as is map that shows where the customer is today. The map is more than a process model because it covers the full journey of the customer and includes visual aids to provide additional data and references to  highlight priority areas.  These visual aids provide customer metrics, such as the number of customer problems for a time period, the number of problems solved in a time period (as defined by the customer), the rate of converting from prospect to customer, or the rate of converting from customer to customer advocate. 

The visual representation of the Customer Journey map is not standardized and many styles abound.  (See  There are two basic layouts, the timeline and the wheel, which are shown below.


Cust Journey - timeline vert mortgage AM

The time line is used more frequently and can be  horizontal or vertical. The time line is easy to explain and understand because of its sequential nature.  It also has many places for icons, data, text pullouts which make it possible to have clear visual content.

The Wheel


Cust Journey - Lego Wheel AM

The Wheel is often chosen to display the interaction phases of the customer with the product.  In the Wheel by Lego above there are icons at key touch points which ask the organization to think about how to improve the customer experience, highlight make or break experiences, and ask about data would be helpful.  Another example of this map might give customer comments and real data to show the customer’s experience as a baseline today. 

Want to learn more about Visual Analysis Maps? Register for Analyzing and Optimizing BPM Processes, an online class April 7 and 8.  Early Bird special saves 15% off list price through March 25, 2015.

In Part 2, I will discuss how to decide on what type of map to use, what visual data to provide, and how to use it in a client situation.


Be Sociable, Share!

4 comments to The Customer Journey – Why and How? Part 1

  • judith

    The customer experiences, has to be the most important thing for the companies, because with the experiences, they can see if the customer is happy with the products, or if they have problems in the time when they have the product.

    more companies placing the customer at the heart of their strategy and rethinking their models of engagement. They are reviving their brands across all of their interaction points looking to converge their digital experiences with physical experiences and finally using insight into their customers behaviour to develop a personalised meaningful relationship.

    i think when we said experiences marketing take a big place, because is who have the connection more straight with the customer.

  • Christopher

    Marketing, customer, and employee front stage /The backstage interactions are all important and to see how they are all linked.

    Here is a great article on service design:

    The customer journey diagram shows the major touch and pain points for the customers and employees in regards to the service or product of the company especially when used in tandem with an As-Is instance map. However, it is important to not to underestimate the emotional aspect/relationship between your customer and your service that you provide, and balance that with the diagrams and metrics to provide a great customer experience.

  • Wesley Alves Machado

    If we relate these approach with a tool like Business Model Canvas (Osterwalder et Pigneur), we’ll have an expanded organization’s perspective.
    For a canvas’s customer component, we can expand it with such information and even remodeling The Channel component, The relation component and so far.
    Thank you for share.

Leave a Reply




You can use these HTML tags

<a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <s> <strike> <strong>