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Customers’ through TouchPoints, The Map

Mapping customers’ journey is a great way to understand your customers and provide targeted experiences to drive better business outcomes.

The whole game of marketing has been to make existing customers buy more, stop them from going somewhere else and acquire new customers. (This is done with activities like campaigns and surveys).

A customer journey is a series of customer experiences over a period of time that results in a business outcome. This journey is underpinned by emotional state of the customer that characterise an experience; being primarily positive or negative.

What makes the customers’ journey important?

Identifying your customers’ touch points is a step by step process. Research has shown that emotions has a huge influence on our memory, motivation and behaviour. Good experiences make for good emotions, and equally, if the customer is not feeling good, organisations can counter this and provide an experience to make the customer feel better.

Organisations use customer journey mapping to understand the emotional state of the customer during specific events, either created naturally by virtue of the day (e.g.Customers Birthday) or manufactured by the service offering (e.g. Receiving a personalised, relevant and timely email after signing up.

The purpose of Customers’ Journey

  1. Identify/ understand customers’ emotional state from pre-existing life events, reactions to experiences delivered through the organisations.
  2. Influence and drive customers behaviour by providing emotive experiences.

The customer journey is primarily made up of persona, events & emotions. These all need to be defined to understand exactly what the customer is experiencing and how to better address the situation.


Different customers can be generalised into categories as a good trade-off. The marketing segmentation can provide a good yard stick to defining what is sometimes called “Persona’s”.


The events are specific times where an experience occurs as perceived by the customer. The events occur in a place, time, with the organisations service, involving people, process, technology and brand that gives rise to the subjective experience.

This experience will be characterised by different emotions.


There are different human emotions. For the purpose of monetization & improved sentiment, the following emotional model can be drawn that defines positive and negative emotions. Emotions are further differentiated by being active or passive.

Example, if I am only ‘Happy’ with a service, would this drive me to seek better service and potentially spend more money? Probably not.

Equally, if I had a death in the family, would I really care about a bonus free month of car services?

  • Active & Positive emotions should be reinforced and extended where possible to maximise opportunity to sell.
  • Passive & Positive emotions should be migrated to Active & Positive to empower and motive customers to spend.
  • Negative & Active emotions should be
  1. Migrated to the Positive dimension; to provide a basis for future sales
  2. Eventually migrated to the Positive Active dimension ; to convince them to buy
  3. Prioritized to counter since provides a platform for complaints
  • Negative & Passive emotions should be
  1. Migrated into the Positive space to provide a basis for selling
  2. Moved into the Positive Active space to empower consumer
  3. Prioritized since these customers will not continue their subscription

customes with brands

An Example of a Customer’s Journey

customer journey eaxmple

Some guidelines to Customer Journey Mapping with current state analysis:

  • Understand the customer
    1. Understand market, segments and customer profiles
    2. Map generic pre-existing live events based on customer profiles; e.g. Education, buying house, marriage, kids, death in family, etc.
    3. Map specific events based on operating model; e.g. searching for life insurance, Getting quote for insurance, Selecting a policy, etc.
  • Evoke customer experience measures
    1. Start with expert judgement (i.e. Best Practice)
    2. Conduct surveys
  • Map emotions based on results and expert judgement
  • Design future state
    1. Define the desired events/experiences that leverage good emotions and neutralise and counteract negative ones
    2. Identify candidates for improvement; based on results prioritise identified events/experiences that are problematic
    3. Identify events/experiences that could be improved

Customer touchpoint

Finally, mapping the customer journey should begin with the customers, and end with a change to the organisations’  model to better serve the customer experiences. This technique places the customer first with a deep emotional understanding, then looks backwards toward the experiences provided by the operating model, thus enabling good aspects to be reinforced and negative ones to be managed.

This will also allows a much closer alignment between the customers and the architecture of  your business, allowing more effective prioritization and targeting of resources to improve customer experience, and better business outcomes.

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By Vinitt J

Masters in Business Management he currently works as a marketer and a strategic planner. Loves to travel and write about technology, business trends and the ever changing world. He is effortlessly funny and consistently engaging.

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