Customer Journey Mapping

Helping brands know their customers better to
create truly customer-centered experiences

What is Customer Journey Mapping?

Customer journey mapping is a process through which a company explores the different paths a prospective customer might follow to go from awareness to consideration, conversion, and usage of a product, service, or brand.

Where service blueprinting takes an organizational lens to understand the operational drivers of the customer experience, customer journey mapping allows companies to channel the perspective of the customer to better understand how customers interact with them, where they experience friction in their journeys, and what they can do to improve the experience.


The primary tangible output of this effort is a custom journey map, which plots the end-to-end stages of the journey, the pain points customers encounter along the way, the actions they take, and what they think and feel all along the way. An intangible output is simply knowing your customers better by developing deeper empathy for them. Both of these outputs offer considerable value to companies looking to improve their current customer experience by uncovering unmet needs that identify business growth opportunities and aligning internal teams around a shared vision for who the target audience is and the best strategy for serving them. 

Why Customer Journey Mapping?

Customer journey mapping allows you to understand the customer experience and build customer empathy so you can better design solutions for the customer’s true needs. The journey mapping process is crucial for breaking down every stage of the customer’s journey to learn how they are using your product or service and to uncover any inefficiencies that may be hindering their experience or, worse, preventing them from reaching their goal.

Benefits of Customer Journey Mapping

Gain Better Customer Insights

By gaining a deeper understanding of your customers through journey mapping, you will be able to get a holistic view of how they use your product or service. Insights into their drivers, motivations, and points of friction allow you to pinpoint areas of the greatest opportunity for making improvements and enhancing the end-to-end customer experience. This shift to a customer-focused perspective leads to a more informed view of the customer personas, which in turn allows you to create more targeted marketing campaigns that will result in improved customer retention and engagement.

Anticipate Customer Needs

The insights gained from customer journey mapping allows you to identify moments that excite as well as moments that may cause frustration. By learning when and where your customers are experiencing these moments in their journey, you can take a proactive approach with your customer service to identify the right time to step in to offer assistance. By being able to anticipate when in the moment your customers will need you to intervene, you will build trust and provide a more seamless, positive user experience.

Boost Your Customer Retention Rate

It only takes one bad experience with your brand to lose a customer. Thirty-three percent of customers are ready to switch brands after just one bad interaction. By utilizing customer journey mapping, you can get ahead of the game to identify the pain points as well as the customers who are ready to switch brands before they leave. 

The Tallwave Approach to
Customer Journey Mapping

Tallwave has specialized in customer-centered experience design since the start. We use a variety of methods to understand the people, processes, and systems that define your customers’ journey. This includes in-depth customer research, data analysis, and synthesis of market trends. 


The result isn’t just a journey map, it’s a roadmap for more effective customer acquisition.



Our lean but thorough processes give us deep insight into the people, processes, and systems that deliver the experience



Direct interaction with your customers helps us identify gaps and opportunities



We look at your customers’ experience from every angle with a highly skilled integrated team from a variety of disciplines (research, innovation, design, marketing, etc.)



The resulting roadmap is not just a visual representation of our findings, but a detailed plan for engaging with your segments to fuel business growth

Tallwave utilizes customer journey maps to solve a variety of problems. Our holistic journey maps focus on so much more than just the customer experience touchpoints at the surface. We dig deep to reveal the discrepancies between what internal teams believe is important and what customers really value. This allows us to uncover root issues that affect customer sentiment and perspective at every stage of their journey.

Need help on an upcoming project? We got you.

Play Video

Bunger Steel

Doing some things and making some impacts