Customer journey in practice: what Customer Journey Mapping is and what you get from it
A customer journey describes all key steps and touchpoints people go through—from their first contact with a brand to repeat purchase or churn. Customer Journey Mapping combines research (quantitative and qualitative, optionally mystery shopping and channel data) with visualization to uncover barriers, “moments of truth”, and the highest-priority improvement opportunities.
The outcome is a clear journey map and concrete recommendations you can translate into changes across CX, marketing, product, and customer care.
Quick summary:
- You’ll see the customer journey across channels (online, branch, call center, service).
- You’ll identify barriers and reasons for churn (where and why decisions break).
- You’ll name the moments of truth with the biggest impact on satisfaction and conversion.
- You’ll get a visual journey map and a shared language for teams.
- You’ll receive a prioritized improvement backlog (quick wins vs. systemic changes).
- Better inputs for CX management and ongoing measurement.
- Outputs you can use in marketing, product, e-commerce, and customer care.
- If needed, we can follow up with tracking / operational feedback for long-term management.
Concrete benefits for the business and your teams
- Clear “where and why” customers drop off—at which stage and touchpoints the biggest friction appears.
- Prioritization by impact—from quick wins to systemic process and communication changes.
- A shared language across the company—one consistent picture for CX, marketing, product, and customer care.
- Better conversion and loyalty—because you remove obstacles and strengthen the moments that decide.
- Foundations for managing CX over time—journey mapping often works best when connected to
customer experience management - Connection to data and reporting—where it makes sense, we complement outputs with dashboards/online reporting or operational feedback via ASAP Feedback
Typical situations where customer journey mapping pays off
Customer journey mapping brings the most value when you need to decide what to fix first—and you don’t want to guess based on internal opinions. Typically when:
- conversion is falling (web/app/branch) and you don’t know where the main friction is,
- you’re changing a product, process, or channels (e.g., self-service, onboarding, complaints),
- you need to align marketing, sales, and customer care across channels,
- you want to compare “expectation vs. reality” and quickly name the moments of truth.
What the map includes: not just stages, but reasons and emotions
So the journey map isn’t just “a pretty picture”, we go into detail wherever it helps decision-making. We typically explore:
- journey stages (discovery, consideration, purchase, usage, service, churn/loyalty),
- touchpoints and channels (web/app, branch, call center, email, social media, reviews…),
- needs, expectations, and barriers in each step,
- moments of truth and their impact on satisfaction and the decision to continue,
- differences between segments (different motivations, different sensitivity to obstacles)—when relevant, we connect it to
customer segmentation - the customer’s language (what they say and how they describe it—great for communication and UX).
Outputs you can use right away
- Clearly defined metrics and interpretation of what they mean in your context (NPS/CSAT/CES and how to read them).
- Trends over time (tracking) and the ability to compare across channels/branches/teams.
- Analysis of the main satisfaction drivers (what pulls results up/down), including work with open-ended answers.
- A segment view (where the problem is biggest, where the potential is highest).
- Priority recommendations—what to fix now, what to fix systemically, and where intervention has the biggest impact.
- Interactive reporting in ASAP Feedback so more people in the company can work with the results (not just one analyst).
Tailored to your goal + a mix of methods
Every customer journey is different by product, channel, and target group—so at NMS we don’t start with a template, we start with the goal: what decision you need to make, and which teams will use the outputs. Based on that, we combine methods—from robust data via online research and quantitative research to deeper understanding of motivations through
qualitative research.
When it’s important to verify reality in branches or in the field, we complement it with mystery shopping.
Our happy clients
Questions & answers
What is a customer journey?
It’s the set of steps and touchpoints people go through—from their first contact with a brand to repeat purchase or churn.
What is Customer Journey Mapping, and how is it different from a workshop?
A workshop is a useful start, but without data it often stays at the level of assumptions. Customer Journey Mapping at NMS is research-based, and the output is a map + recommendations backed by findings.
When does customer journey mapping bring the biggest value?
When you need to prioritize changes (conversion, onboarding, service, complaints, omnichannel) and want to know where the biggest barrier and impact are.
What outputs will I get?
Typically a journey map, a moments-of-truth map, a prioritized recommendations list, and an executive summary for management (optionally with online reporting).
Can a customer journey be measured long-term?
Yes. The journey map often serves as a foundation for follow-up CX management and continuous measurement (e.g., satisfaction, operational feedback, alerts).
What methods do you use for mapping?
Depending on the goal, we combine quantitative and qualitative research, optionally mystery shopping and other data sources.
Is this also suitable for B2B?
Yes—only the stages and touchpoints differ (longer decision cycles, more stakeholders). That makes it even more important to describe where the decision breaks and what each stakeholder needs.
What will you need from us for it to work?
Basic context (product/process/channel, goals, available data) and access to the people who will work with the outputs—so recommendations stay realistic.
