Customer Journey Mapping

The first principle of Lean thinking (value for the customer) sees in the customer journey map the main tool to align the sales process of a business with the real needs that the customer feels along different phases of the route (the Journey) he walks till his purchase decision making.

We name Customer JOURNEY the path that the customer follows from the time he realizes he has a need to be satisfied until the time he buys and uses the chosen service a/o product. Understanding, mapping and browsing the map in business to align the operational objectives across all functions becomes the first step when creating the value perceived by the customer.

Creating value means to make our customer’s life simpler, acting on two sides:

  • development of anything potentially producing some benefit to the customer
  • removal/ cut of all that causes waste to the customer.

The table herewith, albeit extremely poor, is attached as a first reference.



The mapping of the CJ is carried out through multifunctional internal workshops,(to gather the different perspectives and blow down the interfunctional barriers) along with qualitative interviews on customers to prove one’s believes and perceptions.

Why mapping the Customer Journey (CJ)?

A CJ mapping is useful for detecting the Touch Points and realizing the MOT (moment of Truth), i.e. the situation a Customer gets in touch with some person belonging to or representative of the company and gets to assess whether the expectations have been met, have not been met or have even been overcome. By working out a CJ mapping, companies have the opportunity to design their sales process, according to the specific needs of the customer, which is the opportunity to create value for the customer.

Graphics itself helps awareness generation. The visual communication tools are very effective all over the organizations, and help the team to point out all together the moments in the map when the utmost attention should be paid in managing the customer relationship. This takes people to envision a more comprehensive perspective and line up the vision from each department, role, etc. of the business organization(s) involved.