A short introduction to Customer journey mapping

London Oslo Rotterdam São Paulowww.liveworkstudio.com London Oslo Rotterdam São Paulowww.liveworkstudio.com London Oslo Rotterdam São Paulo
customer journey mapping
putting the customer at the heart of innovation
Erik Roscam abbing & Sanne Pelgröm
bouwkennis business club 16 februari 2017

1.
about us and about
livework

2.
what is customer
journey mapping?

Livework © 2016
customer journey mapping is the
process of capturing a person’s
experience of a product or service over
time.
WHAT IS CUSTOMER JOURNEY MAPPING?

Livework © 2016
time.
THIS CAN BE A USER, OR A CONSUMER, OR A CUSTOMER OR A HUMAN

Livework © 2016
time.
IT’S A MAP, NOT AN EXCEL SHEET ;-)
customer journey mapping

Livework © 2016
time.
IT’S AN ACTIVITY, NOT A DELIVERABLE
process

Livework © 2016
experience of a product or service
over time.
THE STEPS IN TIME + THE EMOTIONS, MOTIVATIONS, BARRIERS ETC

Livework © 2016
experience of a product or service
over time.
IT CAN LITERALLY BE ANYTHING!

Livework © 2016
WHY IS IT IMPORTANT?

Livework © 2016Livework © 2016
WHY IS IT IMPORTANT?
putting customers at the heart of
your business- not your products

1. customer centricity
https://www.liveworkstudio.com/monthly-magazines/five-valuable-
benefits-of-customer-centricity/

2. servitization
https://assets.liveworkstudio.com/app/assets/servitization-part-i.pdf

5.
the three core principles
of customer journey
mapping

1. deep qualitative insight research

2. the right abstraction level
person
consumer
customer
user

When planning a trip there are many factors to
consider and many mobility options to choose from.
The decision to rent a car can be an output of this
process but it’s never an input.
In the planning stage, people want to imagine a
seamless journey.
But practicalities like budget calculations and lack of
overview of different mobility options make it hard to
uphold this dream.
“I think of what is the best mobility plan;
flight, train, car, car rental combinations...”
“I look for a car with
enough space to
pick up clients from
the airport.”
“I can listen to my music, I can shout.
It is a kind of freedom I am willing to pay for.”
“When it is dark, they can’t see the scratches we made. So
how do they know it’s us who made them?”
“I thought I bought a service where I didn’t have to fuel the car.
But on the invoice I was charged for fuel anyway. I don’t get it.”
“I wish I could just drop the car off at the departure hall. Now I still
have to hurry from the rental place to the airport to catch my plane”.
“I feel relieved, I am not responsible for
the people and the car anymore.”
“I like car renting because it gives
me liberty at the beginning and
as well at the end.”
“I first go home to clean
the car, before I bring it back.”
“It’s always a bit confusing to me: I bring back the car, do I just
park it somewhere, or is someone coming to check it? And
then when they’ve checked it, how do I know it’s allright?”
“The one thing I hate is when you have to look for a gas
station on your way to the airport. And you are already in a
hurry to catch your plane. But when you don’t fill the car up
you will be charged like crazy. It’s not a relaxed ending of the
holiday.”
“The kids open the windows
and are showing off.”
“I am always worried something
went wrong with the reservation.”
“I am very accurate I write down every scratch on the
car, because you never know if they will charge you.”
“I have just one thing on my mind: I want to have
those keys in my hand!”
“I chose an Audi A3. But I got a Golf. Now call me picky
but those are not the same cars in my opinion”
“I always get the impression
that nothing is set ready for my pick up.”
“Often we waste a lot of
time at this stage.”
“When I booked online, I already chose the right
insurance. So when the guy started selling me
more insurance it made me feel like I had made
some mistake”
“ I was a little bit afraid in the beginning,
because I never drove such a car before.”
“I love renting different vehicles, this way I can ‘test’
drive the car before I might buy my own.”
“I usually rent for 7days, so I can
use it privately in the weekend.”
“We even took a picture of the
camping car we rented. We
never do that!”
“The smell of the new car is so nice”
“I’m happy to drive.....I love it!! It is more
cpmfortable than driving my own car”
“When I rent a car it is MY car for that amount
of time.”
“Car renting is fun
because you can rent
different cars each
time.”
“The most important
moment in the
booking
process was the
confirmation that
there
is a car available for
the period I needed.“
“Sometimes I book it
for 1 or 2 days extra...
just to do other
things. Picking up
my friends from the
airport or to carry
stuff.”
“I was a bit insecure; a
reservation is not the
booking. I was afraid
that the car might not
be available anymore,
when I arrive at the
station.”
When starting my
search I have the
following criteria in
mind:
proximity of the station
“I just googled for car
rental airport Milan.
I chose Europcar,
also because there
is a station nearby
my home so I could
approach them for
some extra info if
necessary.”
“It is nice to think
about holidays.”
“Renting a car is not as fast as
using your own.”
“I want to be flexible in my vacation,
and I don’t want to rely on anybody,
so I need a rental car.”
“My aim is to reach the destination fast,
and being able to get around there, that’s
why I choose for a rental car this time.”
“We wanted to be independent, in our
vacation and easily go from A to B.”
People have a wide range of
criteria to guide them in their
search for a rental car. Some
look for a specific car, some
for closeness, some for a
specific brand.
In the search stage, people
want to use their criteria to
make a short list of options.
But in their actual search
they have to defer from their
criteria and take unexpected
decisions.
When people have found the
car, price, period, location and
conditions that match their
needs, they want to be sure
that when they book, all is
good.
In the booking stage, people
want to feel secure that the car
they booked will be there for
them.
But lack of confirmation and
previous negative experiences
make them worry about the
success of their booking.
Picking up the car is a stressful activity: (1) people are under pressure
(luggage, travel schedule), (2) people are waiting for the paperwork,
(3) people feel like suspects when they check the car for scratches.
In the picking up stage all people really want is to hit the road.
But the logistics at the agency slow them down. This make them feel
uneasy and oppressed.
Ultimately, this stage is all that matters to people. They enjoy the feeling of
freedom, being in charge and being in control. For a short period of time,
the car really belongs to them.
In the travelling stage people want to feel free, mobile, relaxed and
focussed on their goal. They want to feel proud of themselves or their car
and they want to enjoy it as much as possible.
But responsibility for the car’s conditions, getting used to the car’s
operation, and anticipation of the hassle of handing in, may hamper their
good spirits towards the end of the trip.
Returning the car, again, is a stressful event. Worries about fuel level,
cleaning, timing, being accused of scratches, luggage logistics and mileage
are clouding the otherwise nice travel experience.
In the returning stage, people want to feel secure that everything is in
order and that they can get on with their trip, or go home with a satisfied
feeling.
But people don’t get on-the-spot confirmation that everything is okay
which leaves them worried and slightly unsatisfied.
The post-rental experience is characterized by
a slight uncertainty about whether everything
is okay. This uncertainty remains until the bank
statement arrives. Also, the gained experience gets
lost so people anticipate the same learning curve
when renting again.
In the afterglow stage people want to feel good
about their experience and be sure that they are
better prepared for a next rental occasion.
But uncertainty about the final costs is dominant in
the early afterglow. Also, the discrepancy between
the total rental experience and the actual renting
activities, diffuse the afterglow and hamper loyalty.
PLANNING BOOKING PICKING UP TRAVELLING RETURNING CAR AFTERGLOWSEARCHINGCustomer stages
Europcar users
Description
Job
Barriers
Experience
Car rental customer experience journey
Emotion graph
Level of user emotion
Level of user control
When planning a trip there are many factors to
consider and many mobility options to choose from.
The decision to rent a car can be an output of this
process but it’s never an input.
In the planning stage, people want to imagine a
seamless journey.
But practicalities like budget calculations and lack of
overview of different mobility options make it hard to
uphold this dream.
“I think of what is the best mobility plan;
flight, train, car, car rental combinations...”
“I look for a car with
enough space to
pick up clients from
the airport.”
“I can listen to my music, I can shout.
It is a kind of freedom I am willing to pay for.”
“When it is dark, they can’t see the scratches we made. So
how do they know it’s us who made them?”
“I thought I bought a service where I didn’t have to fuel the car.
But on the invoice I was charged for fuel anyway. I don’t get it.”
“I wish I could just drop the car off at the departure hall. Now I stillff at the departure hall. Now I stillff
have to hurry from the rental place to the airport to catch my plane”.
“I feel relieved, I am not responsible for
the people and the car anymore.”
“I like car renting because it gives
me liberty at the beginning and
as well at the end.”
“I first go home to clean
the car, before I bring it back.”
“It’s always a bit confusing to me: I bring back the car, do I just
park it somewhere, or is someone coming to check it? And
then when they’ve checked it, how do I know it’s allright?”
“The one thing I hate is when you have to look for a gas
station on your way to the airport. And you are already in a
hurry to catch your plane. But when you don’t fill the car up
you will be charged like crazy. It’s not a relaxed ending of the
holiday.”
“The kids open the windows
and are showing off.”ff.”ff
“I am always worried something
went wrong with the reservation.”
“I am very accurate I write down every scratch on the
car, because you never know if they will charge you.”
“I have just one thing on my mind: I want to have
those keys in my hand!”
“I chose an Audi A3. But I got a Golf. Now call me picky
but those are not the same cars in my opinion”
“I always get the impression
that nothing is set ready for my pick up.”
“Often we waste a lot of
time at this stage.”
“When I booked online, I already chose the right
insurance. So when the guy started selling me
more insurance it made me feel like I had made
some mistake”
“ I was a little bit afraid in the beginning,
because I never drove such a car before.”
“I love renting different vehicles, this way I can ‘test’fferent vehicles, this way I can ‘test’ff
drive the car before I might buy my own.”
“I usually rent for 7days, so I can
use it privately in the weekend.”
“We even took a picture of the
camping car we rented. We
never do that!”
“The smell of the new car is so nice”
“I’m happy to drive.....I love it!! It is more
cpmfortable than driving my own car”
“When I rent a car it is MY car for that amount
of time.”
“Car renting is fun
because you can rent
different cars eachfferent cars eachff
time.”
“The most important
moment in the
booking
process was the
confirmation that
there
is a car available for
the period I needed.“
“Sometimes I book it
for 1 or 2 days extra...
just to do other
things. Picking up
my friends from the
airport or to carry
stuff.”ff.”ff
“I was a bit insecure; a
reservation is not the
booking. I was afraid
that the car might not
be available anymore,
when I arrive at the
station.”
When starting my
search I have the
following criteria in
mind:
proximity of the station
“I just googled for car
rental airport Milan.
I chose Europcar,
also because there
is a station nearby
my home so I could
approach them for
some extra info if
necessary.”
“It is nice to think
about holidays.”
“Renting a car is not as fast as
using your own.”
“I want to be flexible in my vacation,
and I don’t want to rely on anybody,
so I need a rental car.”
“My aim is to reach the destination fast,
and being able to get around there, that’s
why I choose for a rental car this time.”
“We wanted to be independent, in our
vacation and easily go from A to B.”
People have a wide range of
criteria to guide them in their
search for a rental car. Some
look for a specific car, some
for closeness, some for a
specific brand.
In the search stage, people
want to use their criteria to
make a short list of options.
But in their actual search
they have to defer from their
criteria and take unexpected
decisions.
When people have found the
car, price, period, location and
conditions that match their
needs, they want to be sure
that when they book, all is
good.
In the booking stage, people
want to feel secure that the car
they booked will be there for
them.
But lack of confirmation and
previous negative experiences
make them worry about the
success of their booking.
Picking up the car is a stressful activity: (1) people are under pressure
(luggage, travel schedule), (2) people are waiting for the paperwork,
(3) people feel like suspects when they check the car for scratches.
In the picking up stage all people really want is to hit the road.
But the logistics at the agency slow them down. This make them feel
uneasy and oppressed.
Ultimately, this stage is all that matters to people. They enjoy the feeling of
freedom, being in charge and being in control. For a short period of time,
the car really belongs to them.
In the travelling stage people want to feel free, mobile, relaxed and
focussed on their goal. They want to feel proud of themselves or their car
and they want to enjoy it as much as possible.
But responsibility for the car’s conditions, getting used to the car’s
operation, and anticipation of the hassle of handing in, may hamper their
good spirits towards the end of the trip.
Returning the car, again, is a stressful event. Worries about fuel level,
cleaning, timing, being accused of scratches, luggage logistics and mileage
are clouding the otherwise nice travel experience.
In the returning stage, people want to feel secure that everything is in
order and that they can get on with their trip, or go home with a satisfied
feeling.
But people don’t get on-the-spot confirmation that everything is okay
which leaves them worried and slightly unsatisfied.
The post-rental experience is characterized by
a slight uncertainty about whether everything
is okay. This uncertainty remains until the bank
statement arrives. Also, the gained experience gets
lost so people anticipate the same learning curve
when renting again.
In the afterglow stage people want to feel good
about their experience and be sure that they are
better prepared for a next rental occasion.
But uncertainty about the final costs is dominant in
the early afterglow. Also, the discrepancy between
the total rental experience and the actual renting
activities, diffuse the afterglow and hamper loyalty.
PLANNINGPLANNING BOOKING PICKING UP TRAVELLING RETURNING CAR AFTERGLOWSEARCHING AFTERGLOWCustomer stages
Europcar users
Description
Job
Barriers
Experience
Car rental customer experience journey
Emotion graph
Level of user emotion
Level of user control
3. design the ideal

#4
EEN BEHOUDEN VAART
#2
EEN VLIEGENDE START
GEPASTE FINANCIERING
#3
CUSTOMER JOURNEY KLANT WORDEN
KvK registratie +
verzoek tot contact
1 a 2 maanden
verder
1 a 3 jaar
verder
IN BEELD ALS ONDERNEMERSBANK
#1
oriÎnt atie klant worden ondernemen
financiering regelen
#4
EEN BEHOUDEN VAART
#2
EEN VLIEGENDE START
GEPASTE FINANCIERING
#3
CUSTOMER JOURNEY KLANT WORDEN
KvK registratie +
verzoek tot contactverzoek tot contact
1 a 2 maanden
verder
1 a 3 jaar
verder
IN BEELD ALS ONDERNEMERSBANK
#1
oriÎnt atie klant worden ondernemen
financiering regelen
1. define the stages: before - during -after

1. orientation 2. search 3. view and compare 4. contact seller 6. use5. transaction
the user’s
goal?
mobile
opportunities?
barriers
in use?
success
looks like?
the user’s
goal?
mobile
opportunities?
barriers
in use?
success
looks like?
The no-nonsense pragmatist
buyer journey
1. orientation 2. search 3. view and compare 4. contact seller 6. use5. transaction
the user’s
goal?
mobile
opportunities?opportunities?
barriers
in use?
success
looks like?looks like?
the user’s
goal?
mobile
opportunities?
barriers
in use?
success
looks like?looks like?
The no-nonsense pragmatistThe no-nonsense pragmatistThe no-nonsense pragmatist
buyer journey
2. discover outcomes: goals and motivations
functional - emotional - social

VOLLEDIG
ONTZORGD
WORDEN
De klant wil dat zijn zorgen over het
onderhoud van de keuken uit handen
genomen worden en er geen omkijken
meer naar hebben.
IN EEN FLEXIBEL
LEVEN BIJGESTAAN
WORDEN
De moderne stedeling (city nomad) wil zich
flexibel en vrij voelen.Door vastigheid en
maatwerk los te laten,krijgt de klant
de ruimte en tijd zijn leven zelf in te
richten.
SAMEN HET BESTE
VOOR MIJ ONTDEKKEN
Deskundigheid en vertrouwen zijn essentiele
aspecten.De klant wil een persoonlijke relatie
met een medewerker die meedenkt in jouw
belang.
EEN DUIDELIJK
OVERZICHT KRIJGEN
Transparantie biedt zekerheid en ontzorging.
De klant wil duidelijkheid en overzicht,zowel
over het aanbod als over de prijs. De
online prijs is de winkelprijs.
NAADLOZE
SYNCHRONISATIE
ERVAREN
Met een enkele keuze je volledige keuken
klaar hebben,bevrijd de klant van
aanvullende zorgen.
Alle elementen op elkaar ingespeeld.
EEN KEUKEN DIE
MET MIJ DOORGROEIT
Met wensen van klant veranderen in de
loop der jaren en de klant zou willen dat
zijn keuken meegroeit,zich aanpast en zich
uitbreidt.
MIJN KEUKEN
CONCREET INBEELDEN
De klant wil de keuken in zijn eigen
omgeving kunnen inbeelden,en begrijpen wat
het concreet voor hem zal betekenen.
DE KEUKEN
ECHT ERVAREN
De klant wil zich levendig kunnen inbeelden
hoe het gebruik zal zijn.Doot te zien,
aanraken en de producten in een reele
context te ervaren,raakt het de klant
meer en gaat het leven.
AANKOOP
We gaan dit
doen!
INSPIRATIE
Wat zou ik
willen?
ORIENTATIE
Wat is er dan?
AANLEIDING
Moesten we niet
eens...
INSTALLATIE
Hoe gaat het er
komen?
GEBRUIK
Wat kan ik
ermee?
ONDERHOUD
Hoe blijft het goed?
UITBREIDING
Ik ben toe aan meer!
CUSTOMER
JOURNEY
STEPS
KEUKEN VAN DE TOEKOMST: CUSTOMER DECISION JOURNEY & INITIAL CONCEPT PROPOSAL
STRATEGISCHE
BELEVENIS
THEMAí S
INSPIRATIE
VOOR CONCEPT-
ONTWIKKELING
HUIDIGE
ERVARINGEN
Home≠ showrooms of
experience stores,op
bezoek bij gebruikers
thuis,voelen en ervaren
ì Mijn keuken wordt met de jaren
minder,maar ik moet er nog jaren mee
doen.Het wordt nooit meer zo mooi als
het was.î
ì Zoín showroom bezoeken is toch heel
anders dan om echt in een keuken
staan en te koken.î
ìHe t is toch wel een verrassing hoe
alles bij elkaar uitpakt straks in mijn
eigen keuken.î
ì Ik heb al zo weinig tijd.Waarom
moet dat uitzoeken en laten
inbouwen van een keuken dan ook
nog eens zoín omslachtig proces zijn?î
ì Ik ben op zoek naar deskundige
informatie,maar ik weet nooit of ik
die verkopers wel kan vertrouwen.î
ì Er zijn zoveel variaties en
combinaties.En ik krijg totaal geen
beeld van wat voor prijskaartje er
daadwerkelijk aan hangt.î
ì Heb ik eindelijk een mooie keuken
gevonden,moet ik alle losse elementen
nog kiezen.Het wordt nooit zoín mooi
geheel als in de brochure.î
ì Met ons beperkte budget zit een luxe
6≠ pits kookplaat er op dit moment
niet meer in.Wat als ik dat over een
paar jaar wel bij wil?î
Er is een aantal behoeftes van klanten waarvan we verwachten dat die in de huidige keukenaankoop proces niet goed vervuld worden.
Dit document toont onze hypotheses t.a.v.klantbehoeftes en initiÎ le ideÎ en voor de keuken van de toekomst die op die behoeftes aansluit.
Deze hypothese zal getoetst worden door middel van klant≠ interviews.
Modulair,
gemakkelijk
elementen
toevoegen
Service aan de deur of
in stores,leasen,goed
schoon te houden door
strakke vormen
Vrijstaand,
geen passtukken,
meeverhuizen,geen lange
levertijd of ingewikkelde
kosten
Frisse verkopers:
aantrekkelijk personeel,
vrouwelijk,geen eerdere
keuken≠ verkoopervaring,
oprecht enthousiast
Overzichtelijk portfolio
en werkomgeving,
beperkte keus,
benutten van
technologie
Simuleer je
eigen droomkeuken
met digitale
tools
Geintegreerde
verlichting en
apparatuur,geen
naadjes,consistent
geheel
VOLLEDIG
ONTZORGD
WORDEN
De klant wil dat zijn zorgen over het
onderhoud van de keuken uit handen
genomen worden en er geen omkijken
meer naar hebben.
IN EEN FLEXIBEL
LEVEN BIJGESTAAN
WORDEN
De moderne stedeling (city nomad) wil zich
flexibel en vrij voelen.Door vastigheid en
maatwerk los te laten,krijgt de klant
de ruimte en tijd zijn leven zelf in te
richten.
SAMEN HET BESTE
VOOR MIJ ONTDEKKEN
Deskundigheid en vertrouwen zijn essentiele
aspecten.De klant wil een persoonlijke relatie
met een medewerker die meedenkt in jouw
belang.
EEN DUIDELIJK
OVERZICHT KRIJGEN
Transparantie biedt zekerheid en ontzorging.
De klant wil duidelijkheid en overzicht,zowel
over het aanbod als over de prijs. De
online prijs is de winkelprijs.
NAADLOZE
SYNCHRONISATIE
ERVAREN
Met een enkele keuze je volledige keuken
klaar hebben,bevrijd de klant van
aanvullende zorgen.
Alle elementen op elkaar ingespeeld.
EEN KEUKEN DIE
MET MIJ DOORGROEIT
Met wensen van klant veranderen in de
loop der jaren en de klant zou willen dat
zijn keuken meegroeit,zich aanpast en zich
uitbreidt.
MIJN KEUKEN
CONCREET INBEELDEN
De klant wil de keuken in zijn eigen
omgeving kunnen inbeelden,en begrijpen wat
het concreet voor hem zal betekenen.
DE KEUKEN
ECHT ERVAREN
De klant wil zich levendig kunnen inbeelden
hoe het gebruik zal zijn.Doot te zien,
aanraken en de producten in een reele
context te ervaren,raakt het de klant
meer en gaat het leven.
AANKOOP
We gaan dit
doen!
INSPIRATIE
Wat zou ik
willen?
ORIENTATIE
Wat is er dan?
AANLEIDING
Moesten we niet
eens...
INSTALLATIE
Hoe gaat het er
komen?
GEBRUIK
Wat kan ik
ermee?
ONDERHOUD
Hoe blijft het goed?
UITBREIDING
Ik ben toe aan meer!
CUSTOMER
JOURNEY
STEPS
KEUKEN VAN DE TOEKOMST: CUSTOMER DECISION JOURNEY & INITIAL CONCEPT PROPOSAL
STRATEGISCHE
BELEVENIS
THEMAí S
INSPIRATIE
VOOR CONCEPT-VOOR CONCEPT-VOOR CONCEPT
ONTWIKKELING
HUIDIGE
ERVARINGEN
Home≠ showrooms of
experience stores,op
bezoek bij gebruikers
thuis,voelen en ervaren
ì Mijn keuken wordt met de jaren
minder,maar ik moet er nog jaren mee
doen.Het wordt nooit meer zo mooi als
het was.î
ì Zoín showroom bezoeken is toch heel
anders dan om echt in een keuken
staan en te koken.î
ìHe t is toch wel een verrassing hoe
alles bij elkaar uitpakt straks in mijn
eigen keuken.î
ì Ik heb al zo weinig tijd.Waarom
moet dat uitzoeken en laten
inbouwen van een keuken dan ook
nog eens zoín omslachtig proces zijn?î
ì Ik ben op zoek naar deskundige
informatie,maar ik weet nooit of ik
die verkopers wel kan vertrouwen.î
ì Er zijn zoveel variaties en
combinaties.En ik krijg totaal geen
beeld van wat voor prijskaartje er
daadwerkelijk aan hangt.î
ì Heb ik eindelijk een mooie keuken
gevonden,moet ik alle losse elementen
nog kiezen.Het wordt nooit zoín mooi
geheel als in de brochure.î
ì Met ons beperkte budget zit een luxe
6≠ pits kookplaat er op dit moment
niet meer in.Wat als ik dat over een
paar jaar wel bij wil?î
Er is een aantal behoeftes van klanten waarvan we verwachten dat die in de huidige keukenaankoop proces niet goed vervuld worden.
Dit document toont onze hypotheses t.a.v.klantbehoeftes en initiÎ le ideÎ en voor de keuken van de toekomst die op die behoeftes aansluit.
Deze hypothese zal getoetst worden door middel van klant≠ interviews.
Modulair,
gemakkelijk
elementen
toevoegen
Service aan de deur of
in stores,leasen,goed
schoon te houden door
strakke vormen
Vrijstaand,
geen passtukken,
meeverhuizen,geen lange
levertijd of ingewikkelde
kosten
Frisse verkopers:
aantrekkelijk personeel,
vrouwelijk,geen eerdere
keuken≠ verkoopervaring,
oprecht enthousiast
Overzichtelijk portfolio
en werkomgeving,
beperkte keus,
benutten van
technologie
Simuleer je
eigen droomkeuken
met digitale
tools
Geintegreerde
verlichting en
apparatuur,geen
naadjes,consistent
geheel
3. discover barriers
functional - emotional - social

4. design solutions
touchpoints - channels - interactions
based on guiding principles

29
We’ve helped our client Europcar to embrace customer experience and turn their brand values
into actual concrete customer benefits. We’ve done this through collaborative qualitative
research and co-creation of new brand-based interventions on all levels of the organisation:
from board to parking place, from marketing to operations, from Mallorca to Brighton.

30
We’ve helped our client Ebay to combine deep qualitative insights with quantitative customer
intelligence to arrive at a brand vision and guiding principles for their desired brand experience
throughout the customer journey. This has led to many initiatives across customer segments,
regions and channels, leading to a drastically increased NPS and brand appreciation.

London Oslo Rotterdam São Paulowww.liveworkstudio.com London Oslo Rotterdam São Paulowww.liveworkstudio.com
Sanne Pelgröm
sanne@liveworkstudio.com
+31 6 41314039
Erik Roscam Abbing
erik@liveworkstudio.com
+31 6 24518462
Contact

A short introduction to Customer journey mapping

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