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Customer journey mapping research

Customer journey research reveals the different paths to purchase. Find out how to build loyalty and maximise revenue. Join us on the journey!

Our approach

Understanding the customer journey is complicated. Why? Because there isn’t only one – different customers take different journeys. Also, the same customers take different journeys, on different buying or usage occasions.

A comprehensive consumer journey map is a crucial part of any customer experience (CX) programme. User and buyer journey mapping identifies all the possible routes and individual touchpoints.

We see our customer journey mapping frameworks as an integral part of the process to enable improvement to the customer experience, by:

  1. Providing a holistic understanding of the customer experience, the moments that matter in a journey, and how improvements can be made across categories.
  2. Understanding set in a business context providing practicality, alongside understanding how internal improvements can be made to help realise objectives.
  3. Enables you to track improvement over time against desired customer and commercial outcomes; a clear view on progression and ROI of the research programme.

Stakeholder immersion

Helping to understand the priority areas across categories and lifecycle stages.


Depth interviews

Helping both businesses and customers to understand the customer journey from both perspectives.


Qualitative techniques

Depending on type of journey (eg transaction, compliant, end to end experience) a range of qualitative techniques are deployed – eg jobs to be done framework, online community.


Data integration

Supplement primary research with commercial data to understand volumes and financial outcomes.


Touch point mapping

Overlay comms touchpoints and channels used and compile into a journey map highlighting business, customer, current and desired outcomes, ways to improve, ways to measure.

Research benefits

Understanding your customers

Identify customer segments and their individual journeys, to visualise your customers clearly. Help every level in your business make client-centric decisions.

Focusing on touchpoints

Put procedures and policies in place to optimise commercial opportunities. These will be led by a deep understanding of individual touchpoints and the pain points that prevent your customers from completing journeys.

Filling the data gaps

Get the granular, data-driven clarity you need to inform investment.

Informing next-level personalisation

Optimise the CX for individual customers at individual touchpoints, using the data from your journey research – with a view to maximising conversions and customer spend.

Research methods

Customer experience

Customer experience

Loyalty & development

Loyalty & development

Customer relationships

Customer relationships

Touchpoint tracking

Touchpoint tracking

Case studies

Customer journey mappingBuilding lifelong loyalty

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ATPIGauging customer perceptions

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Automotive manufacturerCustomer journey mapping

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REXELSparking a new buying process

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Leading sports venueSpectator expectations

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"The emphasis on actionable insight has really helped us to focus in on those areas where we can make a tangible difference to our customer journey.”

Barratt Developments
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Get in touch

If you’d like to speak with one of our experts right now, please call: +44 (0) 20 7632 3434