HOW-TO: Achieve Great Customer Relations With Customer Journeys

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HOW-TO: Achieve Great Customer Relations With Customer Journeys

Each time you interact with your customers their impression of your organization changes. One way to create and maintain good customer relations is through effective interfaces. These interfaces have one thing in common – they are centered on the users’ perspective.

By centering your interface development on the users’ perspective, you have the foundation for creating good customer relations that will strengthen your customer loyalty and your bottom line. But how do you add the users’ perspective to your development? In my experience, Customer Journey Mapping is a good tool to get you started.

What Is Customer Journey Mapping?

A customer journey map is a tool for mapping your customers’ interactions with your brand. By outlining their interactions with you over time and across channels, you get an overview of when, where, and how you affect your customer relations. A great tool for managing your development.

At Mjølner, we use Customer Journey Mapping as a way to get our clients to understand their customers and the journey they go through, when using their products and services. With it, you shed light on the customers’ experiences and find key opportunities for strengthening your relationship.

Finally, mapping customer journeys is a great tool for anchoring the users’ perspective internally, in your development team. In this sense, Customer Journey Mapping is a stepping-stone for consistent, coherent, and user-centric customer experiences.

Customer Journey in Four Steps

There are many ways to map customer journeys. We have an easy to use four-step-model. To illustrate the steps, we have taken point of departure in a fictive example of an airline company.

This is the customer journey applied to their customers, from researching and buying a ticket to picking up luggage at the destination point.

  • Step 1: Identify Main Actions
    What actions does your customer take and what are the different scenarios? In the case of the fictive airline company, some of the actions are researching and buying a ticket and driving a car to the airport.
  • Step 2: Identify Emotions and Touch Points
    Here, you go from detecting the main actions to trying to understand how the customer feels in the situation and what touch points he interacts with. From the example of the airline company, the customer researched and bought the ticket online using a tablet or PC and was happy about the online service.
  • Step 3: Identify Thoughts
    In this step, you seek to analyze what your customer is thinking during the different scenarios. In our example, the customer is first wondering where he wants to go and how to order a ticket. In the second scenario, he is stuck in traffic and worried he is going to miss the flight.
  • Step 4: Ideate
    With basis in the first three steps and the knowledge you have gathered from them, you write down ideas for possible solutions. One of the possible solutions for our example with the airline company is to develop an app where you can check-in from the car.


By going through our four-step model and outlining the journey your customers take when using your products or services, you will find out if there are any gaps in your customers’ journeys and what you can do to fill them out.

The result is the opportunity to get better customer relations and expand your business, through innovative digital solutions.

Do You Need Our Help?

You are always more than welcome to contact us for a non-committal talk about user interfaces, customer relations, or digital business development in general.

  • onsdag maj 27, 2015