Customer Journey Mapping

Understanding emotions: Walk in your customers’ shoes

With cx/omni Customer Journey Mapping you can visualize customer journeys or user stories much more dynamically than you ever could with Excel or PowerPoint. Set up your own styles and dimensions. You easily create convincing presentations using emotion curves, images and storyboards. Use automatically analyzed journeys as templates and combine journeys with touchpoints, personas, issues management and feedback data.

The concept of Customer Journey Mapping is about communication between all parties involved in the customer process. As a result create a common understanding and discover Customer Journeys consistently from the external perspective of your customer (or prospective customer).
The previously identified customer journeys can be enriched with emotional evaluations from your customer’s point of view.

“I would like to understand personas and customer expectations, visualize emotions and present the essentials to our stakeholders.”

Jana, CX Manager


  • Customer Journeys Maps in many different styles
  • Manage and visualize personas with your company-specific characteristics
  • Manage all touchpoints
  • Identify Painpoints / Insights / Actions
  • Develop service innovations by Design Thinking
  • Use templates that have been generated by Customer Journey Analysis
  • Fast indication of improvement potential
  • Development of emotional differentiation points (wow moments)
  • Customer Journey Map
  • KPI Customer Journey Map
  • Swimlane map
  • Persona group
  • Persona
cx/omni customer journey mapping
Customer situation retail


Customer Journey Mapping: Create outstanding customer experiences at all touchpoints.

Customers don’t want to buy a TV. They want to sit comfortably on the sofa in the evening and enjoy after work. Companies that consistently look at their products, services and performances from the perspective of their customers will gain competitive advantages. Given they manage to reflect this customer perspective intensively again and again. Unfortunately, in practice this perspective is often neglected in detail when services are further developed or new products introduced. Often, the focus is more on corporate goals or misinterpreted customer needs.

Our projects show that a conceptual approach is becoming more and more important: Customer Touchpoint Management. First and foremost, this means looking at one’s own company from the outside. And regularly repeating this perspective and making it controllable.

  • How does our customer experience our products and our services at any time: before, during and after the purchase?
  • What customer touch points are offered by marketing, sales, fulfillment and service?
  • What communication channels does our customer use and what significance do they have?

Such questions arise when you manage to change perspectives – objectively and without justifications or sensitivities. From your customer’s point of view, products and services suddenly appear in a completely different light. His feelings and experiences should ideally correspond to the way you imagine your brand message. And that across all contact points – throughout the entire information, purchase and usage cycle.

Starting point: Customer Journey Analysis

The inventory can take place in the form of a Customer Journey Analysis. This analysis successively documents, evaluates and visualises the customer experiences in the form of a Customer Journey. It describes online channels as well as all other forms of advertising and the customer’s touch points with your brand. It is important to determine not only the ideal state, but also disruptive factors and ultimately minimize their impact.

Of course, the obvious goal of a Customer Journey Mapping is an outstanding customer experience at all touch points. The challenge, however, is to realize this on the basis of existing resources and in the right balance to the efficiency and costs of the processes. cx/omni CXM cloud and optional workshops with our consulting partners lay the foundation for this. They support you in finding this balance and establishing a sustainable Touchpoint Management in your company as well as controlling it via a CX Radar with CX KPIs.

Customer Journey Mapping – what is that?

From a marketing perspective, “customer journey” refers to all touchpoints of a consumer with a brand, product or service in the course of a purchase or service case. This includes not only the direct interaction points between customers and companies (ad, commercial, website, etc.). Furthermore it includes the indirect touch points at which the opinion of third parties about a brand, a product or a service is obtained (rating portals, user forum, blog, etc.) The customer who uses your company’s services or buys your products has at least one touchpoint. However he commonly experiences a large number of touchpoints. These include contacts with different areas and employees that influence his or her perception of your brand.

Making your customer’s journey as pleasant and smooth as possible through the purchasing or service process is an important aspect in building long-term customer loyalty and increasing customer satisfaction.

Customer Journey or Customer Touchpoint are terms which have their origin in e-commerce. They mean the tracking of the “Journey” through all channels and touchpoints of online marketing up to conversion. For example the tracking and optimization of all data in order to increase or keep up the conversion rate. A proven method to look at your processes from the customer’s point of view is Customer Journey Analysis, followed by a Customer Journey Mapping. It is used to close the “reality gap” in the perception between the customer and the own organization. Customer Journey Analysis allows you to capture, describe and track the experiences a customer has when using a service from your organization. This refers to those central perceptions that then form into customer satisfaction. In contrast to the documentation of processes, the documentation of a customer journey map not only shows individual process steps, but also supplements them with quantitative, qualitative and subjective findings. As part of the introduction of a Customer Experience Management you create an inventory of all contact points, prioritize them and introduce this method in your company.

The resulting optimization measures put your company in a position to harmoniously adapt its own service portfolio to the needs of the customer and thus to enable new positive experiences, which are aimed at further increasing customer satisfaction – especially with the aim of emotional differentiation from your competitors. Customer Journey: An enjoyable destination: More turnover and enthusiastic customers.

Customer Touchpoint Management – is the same?

In principle, yes, even if the form of presentation may differ slightly. The common principle is the touchpoints from the customer’s point of view. In cx/omni, these can be displayed, for example, in the form of swimline maps according to channels and relevance. Touchpoint Management is about capturing all touchpoints, documenting customer perceptions, evaluating their relevance and perception factors. It might be highlighting brand success points. Especially for these touchpoints, insights have to be documented and actions derived.

Further synonyms for Touchpoint Management are Customer Touchpoint Management or Consumer Touchpoint Management.

Why record the customer journey?

Many customer contact points (“touchpoints”) carry the risk of sooner or later becoming a “worst case”: pure disappointment. The goal, however, is exactly the opposite: boundless enthusiasm. Because only enthusiastic customers credibly recommend a product and become loyal followers of your brand or your company. The prerequisite for these recommendations are excellent touchpoints in both the B2C and B2B environment that are useful to the customer and provide real pleasure. However, this is not just about the main aspects of sales talk, ordering and delivery, which are usually already actively monitored via customer surveys or complaint rates.

In the future, customer touchpoint management will no longer be a question of “whether” but of “how” for customer-oriented companies.

Journey Mapping Workshops: Communicate across hand-off points

In a optional workshop with our consulting partners you record and evaluate every digital and analog customer contact point – especially across departments, locations, departments and channels. This provides you with an objective evaluation matrix and customer journey map that serves as a starting point for process optimization and training concepts as well as smaller or larger technological improvements. In contrast to the internal view of a process, Touchpoint Management always focuses on the subjective experience of the customer at the touchpoints. The process documented in this case is the customer’s touch with your brand at all touchpoints. This is initially completely independent of internal company system processes or points of view. In order to achieve the goal of creating a consistent customer experience for your brand across all communication channels, we first develop the necessary radar with you. The basis for this is the cx/omni’s Customer Journey Mapping tool, which provides you with a template for planning and presenting your own customer experiences.

In practice, a number of success criteria have crystallized which are helpful during the introduction of Customer Journey Mapping:

Success criterion 1: Define customer target group / personas

As a rule, you have already defined your target groups. However, it makes sense to supplement or concretize this target group definition again with sociodemographic factors related to person types (“personas”) as well as other factors such as purchasing behavior or online affinity.

Success criterion 2: Recognize/capture all points of contact

Capture all points of contact that the previously selected customer group has with your company: before, during and after the purchase. It is particularly important to include the small contact points that are not in the focus or that may not be in the area of responsibility of marketing and sales. Every customer touch point is a contact with your brand and is apparently irrelevant from an internal point of view.

Success criterion 3: Define emotional differentiation opportunities

In order not to lose the overview, all contact points should be recorded and documented in the form of “Customer Journey Maps”, but only the points of contact with the greatest importance should be further detailed during the introduction. For this purpose, the contact points and customer experiences recorded previously are prioritized. From the customer’s point of view, very important moments are marked. These so-called “moments of truth” are the contact points evaluated with “emotional differentiation opportunity” or “pain point” – moments in which your company should deliver the highest possible performance, since this is where the customer can be influenced most sustainably.

Success criterion 4: Capture actors with influence on customer satisfaction

Create an overview of the departments and persons with whom the customer comes into contact at the points of contact. Document where bottlenecks, delays or internal problems can occur or occur regularly that affect customer satisfaction.

Success criterion 5: Evaluate customer experiences

Evaluate every single touchpoint in the Customer Journey from your customer’s point of view, e.g. on a scale of one to ten (10 = expectations are exceeded, 1 = expectations are clearly missed). In addition to all media of your classic advertising, the other points of contact of the Customer Journey should also be recorded: Forms, mail, product information, etc.

Try to arrive at as objective an evaluation as possible – embellishment does not help you in the end. If available, use existing online analyses and figures. If you do online marketing, you will certainly have evaluations from web analytics or web tracking such as conversion rates, ratings, feedback ratings or other tracking data. In practice, however, you will encounter some touchpoints for which there is no assessment from the customer’s point of view. If no evaluations are available, you can therefore conduct short individual interviews with employees involved at the touch points mentioned above or conduct targeted customer surveys to supplement your journey analysis.

Success factor 6: Record customer journeys

Graphically represent the “journey” of your customers through the perception of your brand or your product. You can use the Customer Journey Mapping features or the Touchpoint Map of cx/omni CXM cloud. It has also proven itself in workshops to print this representation in very large format as a working version.

Success Factor 7: Define Insights / Actions

Document concrete suggestions for improvement and assign tasks for optimization to individual managers. As part of the evaluation of customer experiences, it makes sense to define target values for the journey and to compare desired changes with best-in-class values and thus make them measurable. If possible, add real-time tracking data to the analysis, e.g. from feedback terminals or evaluation portals. All this information can be tracked transparently for all participants in the Customer Journey Mapping tool of the cx/omni CXM Cloud.