Customer journey mapping

Customer journey mapping is a good tool for getting an overview of how the customer interacts, thinks and feels when it comes to having contact with your business.

It gives you a map that helps to show you how different parts of your organisation impact customers at various stages on the customer journey, and also how all of the parts work together to impact the overall customer experience.

When mapping your customer journey, we help you to create a clear picture of which parts of the customer journey are working well and which are not from the customer’s perspective.

The customer journey is therefore a good tool for customer-centric business development. The work results in one or more customer journey maps which visualise, what the customer does, what the customer thinks and what the customer feels at different touchpoints with your business.


Mapping your customer journey across multiple different levels

Depending on the level of detail you’re after, there are a number of different results that can come out of customer journey mapping.

A holistic customer journey that maps out your entire customer journey is good for getting an overview and for creating broad-scale understanding within your organisation of what your customer journey looks like as a whole.

However, the holistic customer journey often has to be supplemented with more detailed customer journeys/process maps in order to visualise where and how you can improve the individual stages of the journey your customers take


Customer journeys should build on customer insights

Mapping your customer journey should always build on solid customer insights in order to ensure that the map actually lines up with customer experiences.

We can collect input from customers through in-depth interviews, focus groups, observations, customer surveys, and by looking at other sources of data such as customer complaints etc. We also use information we collect from your own staff. All the material we obtain is structured and summarised in order to provide input for the customer journey mapping.


Some of the aspects that the customer journey can highlight include:

  • How the customer acts in various different phases before, during and after a purchase.
  • How is delivery from your perspective and the customer’s perspective.
  • What processes can be streamlined.
  • What moments in the customer journey does the customer feel are problematic
  • How does the customer move between different channels and touchpoints.
  • Where in the customer journey do you have the best opportunity for giving the customer added value.

Our clients says

Customer survey for KRAV
The reports Next has produced have been informative and well-structured. All of this has given us a really crucial foundation when it comes to business planning.

Customer survey for the Swedish Sports Confederation
We gave Next the task of using a questionnaire-based survey to run a health check-up on our sports product (IdrottOnline). The help we received from Next in terms of formulating questions, collecting data and above all conducting analysis was outstanding.

Internal survey for Mekonomen
We are really happy with how Next handled this survey for us. Next really listened to what we wanted when it came to questions, designing the web survey, data collection and reporting, and the entire survey process was really smooth. Thanks to the results from the survey, we have been able to make some really crucial decisions.

Market research for KTH innovation
We loved working with Next and are very happy with the results. We had a good dialogue regarding the content and layout of our market research study, and felt like we had a good overview throughout the process.

Awareness study for ÅJ Distribution
I am very happy with how the study was conducted. It all felt very professional and it was a very easy process! The study, including the analyses and recommendations from Next, gave us a really good foundation for the next steps in our DR work which was conducted with the same target group.

Employee survey for BBGRUPPEN
The collaboration ran like clockwork with short, concise and effective coordination meetings. Reporting was detailed and we received clear reports with analyses that showed us which areas we should be focusing on in our improvements. We even received good, concrete recommendations for action.



Need to map your customer journey? Contact us today!