Step 2: Modelling
In the first step, an exact map was created to describe both customers and the start and end point of their journey. However, maps can be designed in several different ways. For the modelling of a concrete customer journey, it is therefore crucial to determine the route along which your own resources, experience, structures, and technologies can be particularly effective. A prerequisite for choosing and maintaining the prioritised route is a clear and strong guiding principle. This structures the individual communication measures, synchronises the positioning and design of the touchpoints and prevents the customer journey from being interrupted prematurely.
In addition, the modelling of the customer journey also acts as an assessment of the organisation from the customer-centricity perspective. In particular, the following questions need to be answered: Are the existing competencies, structures, processes, and technologies sufficiently focused and agile to effectively accompany the customer’s journey and design the relevant touchpoints? Does the strategy offer convincing answers to key customer challenges? Can a supporting storyline be created that aligns the added value for customers with their own business model? Have changes in the market environment been identified, and their effects on the initial situation and the customer’s objectives been understood?