Building valuable relationships with customershas always been critical to success in business.

Today’s service and reward economy — think Starbucks: consistentservice and rewarded behavior — has elevated consumerexpectations, and that creates a difficult challenge for mostorganizations.

Creating a customer journey map is a great way to understand and reshape your customerexperience. We’ve successfully implemented this process acrosscompanies of all sizes in multiple industries, from healthinsurance to consumer product goods, software and hotels. Thefollowing initial three steps will help you chart the full range oftouch-points between customers and your company to driveincreasingly positive brand experiences, consistently, and acrossthe customer lifecycle.

Step 1: Discovery

In order to seamlessly advance your goals, the discovery processneeds to take place across all divisions of your company, fromsales and marketing to IT and operations. Gather together touncover all areas that “touch” the consumer, whether in person orthrough many possible communications channels, including phone,email, direct mail, and your website. During touch-point analysiswith one company, we uncovered that they were communicating withconsumers over a hundred times in a year, and the priority messageswere getting lost in the shuffle.

Step 2: Insights

Work with as much internal and external data as you can to create afull picture of the customer. You can find many insights with yourown internal customer data, but when coupled with industryresearch, including lifestyle, attitudinal and behavioraldimensions, it creates a richer and more complete picture — andoften uncovers surprising, counterintuitive insights.

Want to continue reading?
Become a Free PropertyCasualty360 Digital Reader

  • All news coverage, best practices, and in-depth analysis.
  • Educational webcasts, resources from industry leaders, and informative newsletters.
  • Other award-winning websites including and

© 2024 ALM Global, LLC, All Rights Reserved. Request academic re-use from All other uses, submit a request to [email protected]. For more information visit Asset & Logo Licensing.