The Future of Customer Journey Mapping

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Nowadays a Customer Journey is one of the most popular methods to be user centric. We often start with workshops and create the first journeys and in fact, we get awesome findings. This enables various stakeholders to grasp a better understanding of how customers think. But it is also often the case that companies remain very resistant to breaking up and redefining established internal processes. Indeed it is often a great exercise to think like a customer, but implementing the correlated changes often requires too much effort.

So why do we spend so much time in creating customer journeys, observing customers and creating new processes which will never implemented? Customer journeys are a great tool to start your provider journey, but why doesn’t it work then?

The truth is that customer journeys or newly defined customer journey innovations along with internal processes are normally not harmonized like two rails going in one direction. And that’s where it gets tricky.

We can define great new customer journeys, but to realize them, we have to fight against

  • internal stakeholders,
  • internal processes which can’t be changed,
  • own interests
  • traditional thinking


So how can we further develop the method of customer journey mapping to get more efficient and achieve realizable solutions? Undoubtedly this question leads us to another, yet even more important question to be addressed:

“How custom is custom enough?”

What do I mean?

To create a great customer journey means to change a lot of internal processes. Maybe this implies more effort and is associated with higher costs than the output’s value. In this respect, the expectation and output of customer journey mappings depends on the following key points:

  • internal journeys (sales process / finance process)
  • service processes (after sales / onboarding Process)
  • end consumer journeys (commerce journeys / hotel processes)


The solution is to find the most efficient way to combine the provider & user journey or view.


Find the most efficient way for your organization

Between PROVIDER and USER!

Thus, after you designed the customer journey you also have to analyze the internal processes for the same process. Of course, we also have to design the provider’s journey.

The next and most complicated step is to find the most efficient line between both journeys. We call it “Process Experience Line PXLTM”. It will be calculated depending on your visions, targets and kind of processes.

PXL – Coefficient

(0 – 50 – 100)

The PXM-Coefficent tells us what your actual situation is.


0              means                  100% provider centric. No user centricity

50           means                  Most efficient way between provider & user

100         means                  100% customer centric. No user centricity


The PXL-CE has the rule to be customized enough to motivate users and structured enough to catch the internal processes. Depending on the different kinds of processes the PXL-CE has different weightings. Consequently we will find the best Journey with the Process Experience Coefficient.


What are our key learnings?

  • Have a look on the providers and on the customers view
  • Your company and internal processes are key stakeholder
  • Find the most efficient journey for your company



“Custom, but not too custom!”