Customer Journey Mapping: Identifying the moments of truth throughout the buyer journey

Customer journey mapping or buyer journey mapping is used to identify, structure and improve the complex interactions that customers experience across their relationship with your company, helping you to become more customer centric.

Improving the customer experience from average to exceptional can lead to a 30 to 50 percent increase in KPIs such as likelihood to renew or purchase another product.


Our approach: The Customer Journey Map / Buyer Journey Map

A customer’s life with a brand or company is a journey. It will be different from company to company but in the main it will have a number of similar milestones.

Customer Journey Mapping

At the beginning of the journey potential customers will build an awareness of the company, sometimes by recommendation, sometimes by seeing a promotion. Thereafter, their interest will hopefully be piqued, and a buying relationship will be developed. This could carry on for many years, influenced by different experiences, conveyed by the product and supporting services.

B2B customer journey maps can take several forms, depending on the needs of the business and the extent to which business processes are incorporated into the map:

  • A typical customer journey map – providing a strategic overview of the stages and touchpoints of the journey
  • A tactical customer journey map – focusing on a particular touchpoint or cluster of touchpoints
  • A performance and improvement customer journey map – similar to a tactical map but going into much more detail around the performance at each step, and also providing key recommendations at each stage

Case study: Identifying the “moments of truths” within the construction tool buyer journey

A multinational developer and manufacturer of products for the construction, building maintenance, energy and manufacturing industries commissioned us to carry out a detailed customer experience assessment, comprising the mapping of their customer journey for their construction asset management system.

The core objectives were twofold:

  • To carry out research to validate the customer journey whilst
    identifying key “moments of truth”, opportunities to add
    value and build customer loyalty and engagement.
  • To understand how the buyer journey research can help shape an ongoing customer feedback program.

Find out how we identified the real moments of truth within their customer journey.

Customer Journey Mapping


Activation services: Helping you get the most out of your research investment

Workshops / Action Planning
Internal action workshops with every stakeholder to understand the research findings, prioritise next steps and drive action.
Personas / Segment Profiling
Bring your customers to life and gain a deeper understanding of their needs and challenges in order to more effectively market to them.
Mobile Surveys
Smartphones offer exciting, new possibilities for collecting market research data, particularly in b2b where respondents can be difficult to reach.
External Comms
Helping you identify and push compelling customer value propositions that resonate with your audience and give your brand a competitive edge.

B2B Insights and Viewpoints: What we’ve learned from doing Customer Journey Mapping

Get in touch to find out how you can benefit from Customer Journey Mapping & Buyer Journey Mapping