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What is a customer journey map?

A customer journey map tells the story of the customer’s experience: from initial contact, through the process of engagement and into a long-term relationship.


It may focus on a particular part of the story or give an overview of the entire experience. What it always does is identify key interactions that the customer has with the organization. It talks about the user’s feelings, motivations and questions for each of these touchpoints.


It often provides a sense of the customer’s greater motivation. What do they wish to achieve, and what are their expectations?


Who is involved in creating a customer journey map?

Customer journey maps are the responsibility of the business analyst. The business analyst should involve customers in this process, whether by using customer data/statistics or by interviewing customers in workshops. It is important that the analysts and customers work together to ensure a fair and representative customer journey map.


How do you create and use a customer journey map?

Customer journey mapping is concerned with mapping out the whole customer experience across all touchpoints between the customer and the organisation, from initial contact, through to processing of an application, the support during the processing and then possibly the renewal of an application.


It maps out the experience that:


  • You want to provide to the customer
  • The customer would like to receive


The customer journey map is laid out by specific elements of the customer journey (e.g. Submit Application) which represent a significant interaction the customer will have with the council.  Per each action/element of the customer journey there will be a number of various customer touchpoints that the customer may engage with the council through (e.g. Phone, website, face-to-face), these are called ‘Moments of Truth’.  The council should be aiming to ensure that the customer receives a quality experience at all points along the journey.


For each point along the journey, councils should try to identify:


  • An owner
  • The impact it has upon the customers experience
  • The gaps between the desired and current customer journeys


Customer journey maps should be mapped out with the upmost respect for the customers perspective, in that sense, customer journey maps should be based on ethnographic research, either through contextual interviews with the customer or analysis on social data.  Increasingly also through social media channels, the process of gathering ethnographic data and information on customers has become much more accessible and cheaper.

Customer Journey Mapping

Kelly Hunkin

Senior Business Analyst

Tel: 01506 283885


Heather Adams

Business Analyst

Tel: 01506 282879


Email the Business Analysis team

Things to consider

Customer journey maps usually occur at the Analyse Needs phase of a business analysis project.  Customer journey maps can be done in conjunction with customer interviews or focus groups.



Return to Business Analysis Framework


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