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One newlywed’s journey towards emotional resilience

Family services counseling helped brittany westover learn how to partner with the savior.

Ezra Westover and Brittany Copeland hug and smile in their engagement photo.

Brittany Westover describes herself as happy-go-lucky. She has always had hope — which she especially needed because she grew up in poverty and an abusive household in Georgia.

“I kept that optimism until middle school and high school, when things just got harder for me. I began to struggle with anxiety, depression and PTSD,” she said.

Westover said there were moments when she felt like everyone knew she was struggling, but they didn’t know how to help her.

“I was relying wholeheartedly on the Lord during this time. That was the biggest motivator for me,” Westover said, who is now newly married and a member of the Rexburg Idaho Married Student 1st Stake.

Brittany Westover smiles at Jackson Hole, Wyoming.

While she was living in Utah, she began meeting with a therapist with Family Services for The Church of Jesus Christ of Latter-day Saints .

Church leaders created Family Services to be a resource for local leaders responding to the social and emotional needs of members. Professional counselors who work with Family Services are aligned with gospel principles, and they use a solution-focused therapy model to focus on issues that interfere with the ability to make and keep sacred covenants.

Westover said through her counseling sessions, she began to feel more independent and had more confidence in herself and her ability to regulate her emotions.

“I continued to meet with her for quite some time, even until I moved to Idaho. When I went through hard times, she was there for me,” Westover said. “My mental health is now the best it has ever been. I feel like I can handle my emotions. I have the skills and tools.”

The Church’s Presiding Bishop Gérald Caussé said in a “Hear Him” video that when someone is in the middle of a trial, they can feel distant from the Savior. But people can hear Him and receive guidance by learning about the best resources for their needs.

Besides Family Services resources, the Church has a self-reliance course called “ Finding Strength in the Lord: Emotional Resilience ,” which has been helping participants build more emotional resilience — the ability to adapt to challenges, change thinking patterns and increase positive emotions, all while moving forward with faith in Jesus Christ.

The 10-week course began more than two years ago and is now offered globally in 30 languages .

“Mental illness and other emotional trials are not always in our control,” Bishop Caussé said. “But we can make changes and seek help in order to strengthen our connection with and guidance from the Lord.”

Westover said she has learned to rely even more on hope and prayer and those things that bring her closer to heaven.

“Always include Jesus Christ in every aspect. He wants to hear from you,” she said. “That is why He is here; His whole purpose is to heal you. Some of the most healing moments I had was by seeking Him.”

Brittany and Ezra Westover on their wedding day in Pocatello, Idaho, Dec. 14, 2023.

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Kids, Teens and Young Adults

One of NAMI’s main goals is to ensure that people get help early. Since mental health conditions typically begin during childhood, adolescence or young adulthood, we have compiled essential information and resources intended to help young people get the mental health support they need.

Young Adults

What you need to know about youth suicide, social media and your family, school break resources, youth and young adult resources.

Having a child that is facing mental health symptoms can be incredibly difficult. To make things easier, explore our information, tips and resources for getting your child the treatment, support and accommodations they need.

What to Look For and When to Act

When to worry and how to respond if your child is struggling.

Finding Mental Health Care for Your Child

Finding mental health services for your child can often seem like an immense challenge.

Getting Your Child Mental Health Support and Accommodations in School

Improve your understanding of how to advocate for your child’s needs in school.

What to Do If Your Child Is in Crisis

Learn the warning signs of a mental health crisis and what to do.

How to Talk to Your Child About Their Mental Health

Read our tips on how to start the conversation with your child.

Residential Treatment

Explore whether residential placement is right for your child and what that would entail.

Determining whether certain behavior is normal or a symptom of a mental health condition can be difficult. Learn when to ask for help, how to talk to your friends and family about mental health, and more.

If you are experiencing symptoms that are affecting your everyday life, it is essential to seek help. The following information, resources and tips may be helpful during your journey toward finding the right care and support for you.

Do I Have a Mental Health Condition?

Check if your experiences could be symptoms of an underlying mental health condition.

How to Seek Help

Learn how to search for a mental health professional.

Understanding Health Insurance

Better your understanding of health insurance and what plan is right for you.

Mental Health in College

Explore our suggestions for managing your mental health while in college.

How to Disclose Your Mental Health Condition

Read our tips on how to disclose to your university, employer and significant other.

Suicidal thoughts are common among teens and young adults. If we can identify and support young people who are experiencing mental health symptoms, including thinking about suicide, we have an opportunity to help prevent tragedy.

Thank you to our partners for helping us spread information and resources to our younger audiences.

One of our most important goals is to ensure that people get help early and these resources contribute to that goal.

Finding Support Near You

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A presentation by people with mental health conditions to promote awareness and recovery.

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What Is Journey-as-a-Service?

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Simplified and Accessible Customer Journey Management

According to Forrester, the age of the customer started in 2010 . Thirteen years later, it’s still such a prevalent topic of conversation, it’s as if the age of the customer has only truly just begun.

Customer experience (CX) has plenty of room for improvement. Across 13 industries, CX quality dropped in 2022 for the first time since 2017. The average U.S. CX Index score across industries was 71.3 (out of 100)—a score equivalent to a “C.”

One of the ways CX can make a comeback, in our view, is when more brands leverage Journey-as-a-Service (JaaS). JaaS helps brands manage journeys more quickly and easily, simplifying the improvement of customer experience. Keep reading to discover what is JaaS and how you can use it to improve CX.

What is Journey-as-a-Service?

A customer journey is the arc of engagement with a particular brand or service. As customers move through the five customer journey stages—awareness, consideration, purchase/decision, retention and advocacy—they interact with a variety of systems through multiple channels. Those systems span marketing, sales and service technologies. Customers may research, compare, and purchase products and services on company websites, pay their bills using an app, communicate with customer service via interactive voice response (IVR), and complete surveys via SMS.

JaaS is a self-service tool that enables CX, digital experience (DX) and marketing professionals to design, test and launch cohesive customer experience initiatives without getting seven teams involved. JaaS takes industry-specific best practices to address common CX issues and streamlines the implementation of a unified process across systems and departments.

CSG’s JaaS is a self-service portal that allows all users to input and change journey details without calling technical support or a professional services team. Using JaaS is like using TurboTax to prepare your tax return. The user-friendly software makes it easy to identify your CX challenge and deploy specific journeys to address those issues.

Benefits of Journey-as-a-Service

Here’s what an effective JaaS tool can do to help brands improve CX:

  • Help brands and services guide their customers from initial contact through purchasing a product/service, paying monthly bills, seeking customer support, and renewing their contract or repurchasing
  • Allow brands and services to quickly launch and deploy industry-specific, pre-built customer journeys
  • Make it easy to start with a single journey (e.g., cross-selling) and then build a library of customer journeys across an organization

Examples of Customer Journeys that Can Be Deployed with Journey-as-a-Service

JaaS can manage many customer journeys related to researching, buying, onboarding, using, managing and receiving support for products and services. Here are a few examples:

Retail: Shopping Cart Abandonment

If a customer placed an item in the online shopping cart and then abandoned the website, the journey orchestration component of JaaS determines the communication channel where the customer has been most responsive (e.g., email or SMS). The system immediately sends a message and link via that channel, prompting the customer to complete the purchase. If the customer completes the purchase, the platform continues sending cart abandonment notifications in future instances.

Healthcare: Appointment Reminders

When a patient is scheduled for an upcoming medical visit, the JaaS system determines the optimal channel and time(s) for appointment reminders based on the patient profile. The system sends the reminder(s) via email or SMS, requesting patient confirmation. When the patient confirms the appointment, the systems sends a “how to prepare” informational message via the same channel.

Financial Services: Mortgage Loan Approval

When a loan applicant has not responded to requests for additional documents, the system determines alternative channels where the person may be more active. The system sends reminders over those channels (e.g., email, push notifications, or outbound IVR). After submitting the missing documentation, the person receives an automated message confirming receipt.

Telecom: Payment Reminders

When the customer’s account is at risk for becoming overdue, the system determines the message and timing based on segmentation, regulations and prior communications. Then the system sends proactive and compliant SMS payment reminders. After payment, the customer receives confirmation and a note regarding what to expect for future payments due.

RELATED EBOOK: Retail Experience: Orchestrate Compelling Communications that Capture Consumer Attention

Best Practices for Journey-as-a-Service

CX initiatives are difficult to start, and they thrive on results and momentum. It’s critical that they can demonstrate their impact quickly to help build support inside your organization.

Identify the biggest customer pain points. Where is your organization falling short of delivering positive experiences? For example, you might audit contact center calls to identify why customers are calling.

  • Are they confused by their bill?
  • Are they having a hard time redeeming promotional offers?
  • Are they angry that they haven’t received any updates regarding their internet outage?

Start by orchestrating one journey. Choose a journey that’s easy to improve and provides quick return on investment. Getting a quick win up on the board drives organizational awareness and board support for future CX investment .

Then deploy more journeys. You’ll see greater impact (better customer satisfaction, greater revenue) as you incorporate multiple journeys.

Now is the Time to Invest in CX

Improving CX pays off, directly impacting revenue. According to Forrester, a 1-point improvement in a large multichannel bank’s CX Index score can lead to an incremental $123 million in revenue . Realizing the potential return on investment, forward-thinking business leaders are investing in CX technology. The IDC predicts the overall customer experience software market to rise from $167.3B in 2021 to $295.7B in 2026.

To be competitive, your brand must deliver superior CX throughout the customer journey. If you have been mapping customer journeys and/or employing journey analytics—or even if you’re just thinking about starting—now is the time to adopt JaaS.

CSG’s journey management software is user-friendly, allowing any user to analyze and orchestrate customer journeys without needing an army of technical resources. We help customers figure out where to start, and we provide industry-specific, pre-built journeys to get you up and running quickly. At the core of our Journey as-a-Service is CSG Xponent Ignite , our award-winning, industry-leading customer engagement solution that can help businesses supercharge their CX outcomes.

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The complete guide to customer journey management.

14 min read Effective customer journey management requires a keen understanding of how your customers move from touchpoint to touchpoint. Here’s how to understand and optimize every customer’s journey – and how to make proactive changes that boost the entire customer experience.

The interactions your customers have with you are never one-off moments, and they don’t happen in a vacuum. Instead, they form part of an overarching customer journey, which incorporates every single stage of each customer’s road to purchase – and beyond.

Understanding those customer journeys, and building experiences with every step in mind, is how you’ll create interactions that people love, remember, and recommend.

Delivering on those next-level customer journeys requires a deep understanding of how people discover your brand and buy your products, and that means working on a few core practices:

Customer journey mapping

Customer journey orchestration, customer journey optimization, customer journey analytics.

In this article, we’ll be going through the what, why, and how of customer journey management – as well as what mastering it will mean for your customers.

Deliver next-level customer journeys with Customer Journey Optimizer

What is customer journey management?

Customer journey management is the art of being able to understand, map, design, and improve the interactions and processes that make up the entire customer experience.

It’s a discipline stemming from the idea that no matter how a customer interacts with your brand, that interaction is one part of a larger journey and not just an individual event.

It doesn’t matter if a customer is actively researching your products, passively encountering a social media post, browsing in a physical store, or contacting customer support – whatever the interaction, it’s happening as part of an overall journey.

Managing that journey really just means making those isolated moments better, but also ensuring that they’re interconnected and aligned.

When exploring and visualizing customer journey data, we are assessing:

  • Customer behavior What is your customer trying to do?
  • Customer attitudes What is your customer feeling/saying?
  • The on-stage experience Who/what is your customer directly interacting with? (This includes various channels, such as TV ads or social media)
  • The off-stage experience Who/what needs to be in place but which your customer is NOT directly aware of?

The purpose of customer journey management is ultimately to finetune the customer experience until it’s as seamless as possible, that the path towards purchase is frictionless, and that each touchpoint works as part of a broader CX strategy.

Successfully managing customer journeys, then, requires that you can master a mixture of customer data, behavioral science, customer feedback, industry insight, and a dash of business instinct.

Customer journey management: A mindset shift

Building customer journey management processes into your business requires a mindset shift. It’s not something that you can do once and forget about, and nor is it something that’s a quick change. That’s because customer journey management is a multi-faceted task that asks a little bit of every department.

Customer journey flow chart for management

Instead of siloed teams looking after their individual touchpoints or KPIs, true customer journey management needs to have an omnichannel focus. You’ll need to work across departments to deliver more a seamless customer experience no matter how your customers choose to interact with you.

Customer journey management is about pooling your resources to answer the following questions:

  • What journeys are your different customer segments taking?
  • Are customers able to get the answers and solutions they need?
  • Can you track and pinpoint where experience gaps lie?
  • How can you work to proactively fix those pain points?
  • Are you able to monitor the results of those changes?

Customer expectations are higher than ever, and people are much more careful with where they spend their hard-earned money. So it’s vital to be able to offer them journeys that offer zero resistance.

In that sense, customer journey management needs full company buy-in. It’s top-down, as well as bottom-up – where customer journey data informs both individual channels as well as your overarching business strategy.

The benefits of customer journey management

There are two core benefits to customer journey management: stronger business outcomes, and a better customer experience. But you needn’t just take our word for it; there’s strong evidence for both.

PwC , for example, cites that 65% of consumers are likely to become long-term customers if the entire customer journey offers a positive experience, while some 86% will leave a brand after two poor interactions, according to Emplifi. In fact, that same research says that 49% of consumers have done just that, with poor customer experience being the key driver of churn.

From a business outcomes perspective, there are plenty of reasons to ensure that your customer journeys are as polished as possible. Customer journey management means being able to offer customers a more personalized experience, for example, which is a great way to grow an audience of loyal customers.

Some 60% of consumers will become repeat buyers if the experience on offer is a personalized one, and 66% are willing to share personal data if it helps them get that. That shows an appetite for journeys that work better on an individual level. In our own 2022 research , we found that:

  • 63% of consumers said companies need to get better at listening to their feedback
  • 62% of consumers said that businesses need to care more about them
  • 60% of consumers would buy more if businesses treated them better

And then there’s the fact that orchestrating and fine-tuning the customer journey will result in a stronger omnichannel experience – which also boosts sales. Omnisend research found that omnichannel campaigns and experiences can drive as much as 494% more orders than single-channel ones.

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If you remember nothing else, remember this: customer journey management is an incredibly worthwhile practice to build into your business for three main reasons:

1. You become more customer-focused Customer journey management is about putting your customers at the forefront of your business practices and processes. 2. You can offer more personalized experiences You’ll know more about what makes your customers tick, which will let you tailor your offering to them in a more bespoke way. 3. You’ll break down siloes Customer journey management requires total transparency and teams that talk regularly to one another.

The building blocks of customer journey management

Customer journey management venn diagram

Let’s take a look at each part of the customer journey management framework:

A customer journey map is a theoretical version of the steps a customer persona or segment will take to achieve what they’re trying to do. That might be making their first purchase, making a repeat purchase, or seeking customer support.

The idea, then, is to create multiple customer journey maps for all of these different experiences and list out the steps and touchpoints along the way. This’ll give you an idea of the various processes that take place in any given journey.

You’ll normally create these maps as a team, as part of a journey mapping workshop. There are two stages here: defining your audience personas and outlining their various journeys.

Fo audience personas, you’re really asking who your customers are. What’s their age and location? What do they do for a living? What’s their family status? And what are their goals in relation to your product?

Their journeys can be understood by answering a series of behavioral questions. Who’s involved in the journey? What are the processes and stages? What does the customer think during these stages? What’s the greatest moment of emotional load? What are your customer needs at this moment? How do their needs change if this experience goes badly?

For the most part, this is an experience-driven process, rather than a data-driven one – in that your team should be able to create a customer journey map for a range of customer journeys based on instinct and understanding. These assumptions can then be tested by asking customers as part of your workshopping process.

Need more info? We’ve got a full guide to customer journey mapping here.

Customer journey orchestration and optimization

Once you know what your customer journeys look like, you can think about how to design ones that work best. If your customer journey mapping is a top-level exercise, then customer journey orchestration and optimization are more practical. These use customer data and a cross-team approach to ensure that customers can move from touchpoint to touchpoint smoothly.

Customer journey orchestration often relies on a dedicated team made up of marketing, product, and service personnel, who can work together to create more compelling journeys.

Imagine, for example, that you a customer has recently installed your SaaS tool, but now they’re experiencing an issue. Your customer service team will naturally spring into action here, but great customer journey orchestration would also mean that other teams know what’s happening.

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Your marketing team, for instance, would know not to bombard that customer with collateral about how great the product is until their issue has been fixed. The product team, meanwhile, would know about the issue the customer is facing and would be proactively working to ensure that the issue doesn’t arise for anyone else.

In other words, orchestration is about designing processes that can be standardized as a ‘best practice’ framework for each and every customer journey.

If orchestration is about designing flows that offer the best possible experience, then optimization is about looking at the ones currently in place, identifying pain points, and working to fix them.

Optimizing customer journeys is a cyclical process, rather than a ‘one and done’ job. Here, you’ll use customer data points, insight from analytics, social listening tools, regular customer feedback, and survey responses to build a picture of both customer behavior and high-priority pain points.

Armed with all that knowledge, you’ll be able to take active steps to improve the customer experience wherever you can.

Imagine, for example, that you know that a lot of your target audience arrives on your website via Instagram ads, but that a high percentage of them bounce without making a purchase. One way to optimize that journey could be to build a series of landing pages that are unique to each segment – with each targeted social ad sending people to a more personalized product offering.

Whatever the case, it’s essential to monitor the success of these initiatives and learn if they’ve worked, or if things still need changing. Optimization is about being holistic and agile, and not ignoring the data and insight available to you.

This brings us to the last part of the journey management process…

While instinct and some level of customer insight will help you map out a range of customer journeys, the ability to orchestrate and optimize things relies on access to customer data.

Customer experience management software is the answer here. The right customer journey management tools can provide masses of insight into the customer experience, help you track KPIs, and offer areas for improvement.

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This information can come from a variety of sources. Customer behavior tracking can be baked right into digital products and work across platforms to help you better understand their journeys, while AI and natural language processing can listen to and understand customer effort, intent, and sentiment.

When it comes to customer journey management, software like this can help you:

  • Audit journeys you think are happening
  • Find ones you didn’t realize were happening
  • Hear customer feedback from every touchpoint
  • Understand where things need to change
  • Measure the success of those change tactics

Information like this, both real-time and historical, can not only help you monitor the success of your customer journey management efforts but also provide a list of next steps to try, in order to attain better business outcomes.

Because of that, you can think of journey analytics as the engine behind an effective customer journey management approach.

Customer behavior: Bringing it all together

The three-part customer journey management framework is really a series of overlapping processes. Mapping informs orchestration and orchestration informs optimization, but the right analytics and data can inform all three.

So, in order to drive your desired business outcomes, you need to adopt the right tools. Customer experience management platforms, like the one offered by Qualtrics, can help you figure out what your customers are doing, saying, and thinking – and why.

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That information, alongside a much deeper understanding of who your customers actually are, can help you build personalized customer experiences that allow people to effortlessly float from touchpoint to touchpoint in a way that feels tailored to them.

The Qualtrics CustomerXM™ Platform has been designed to turn customers into fans. It allows you to hear every customer’s voice, fix every broken experience, and increase customer loyalty and spend. Click here to learn more.

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Buyer's journey 16 min read, customer journey analytics 13 min read, how to create a customer journey map 22 min read, b2b customer journey 13 min read, digital customer journey 13 min read, consumer decision journey 14 min read, request demo.

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Customer Journey Maps: How to Create Really Good Ones [Examples + Template]

Aaron Agius

Published: May 04, 2023

Free Customer Journey Template

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Outline your company's customer journey and experience with these 7 free templates.

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Did you know 70% of online shoppers abandoned their carts in 2021? Why would someone spend time adding products to their cart just to fall off the customer journey map right at the last second?

person creating a customer journey map

The thing is -- understanding your customer base can be extremely challenging. And even when you think you've got a good read on them, the journey from awareness to purchase for each customer will always be unpredictable, at least to some level.

Download Now: Free Customer Journey Map Templates

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While it isn't possible to predict every experience with 100% accuracy, customer journey mapping is a very handy tool for keeping track of important milestones that every customer hits. In this post, I'll explain everything you need to know about customer journey mapping — what it is, how to create one, and best practices.

Table of Contents

What is the customer journey?

Customer journey stages.

  • What is a customer journey map?

The Customer Journey Mapping Process

What's included in a customer journey map, steps for creating a customer journey map.

  • Types of Customer Journey Maps
  • Customer Journey Map Best Practices

Benefits of Customer Journey Mapping

  • Customer Journey Map Examples

Free Customer Journey Map Templates

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  • Buyer's Journey Template
  • Future State Template
  • Day-in-the-Life Template

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The customer journey is the series of interactions a customer has with a brand, product, or business as they become aware of a pain point and make a purchase decision. While the buyer's journey refers to the general process of arriving at a purchase, the customer journey refers to a buyer's purchasing experience with a specific company or service.

Customer Journey vs. Buyer Journey

Many businesses that I've worked with were confused about the differences between the customer's journey and the buyer's journey. The buyer's journey is the entire buying experience from pre-purchase to post-purchase. It covers the path from customer awareness to becoming a product or service user.

In other words, buyers don't wake up and decide to buy on a whim. They go through a process to consider, evaluate, and decide to purchase a new product or service.

The customer journey refers to your brand's place within the buyer's journey. These are the customer touchpoints where you will meet your customers as they go through the stages of the buyer's journey. When you create a customer journey map, you're taking control of every touchpoint at every stage of the journey, instead of leaving it up to chance.

Free Customer Journey Map Template

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For example, at HubSpot, our customer's journey is divided into 3 stages — pre-purchase/sales, onboarding/migration, and normal use/renewal.

HubSpot customer journey map stages

The stages may not be the same for you — in fact, your brand will likely come up with a set of unique stages of the customer journey. But where do you start? Let's take a look.

Generally, there are 5 phases that customers go through when interacting with a brand or a product: Awareness, Consideration, Decision, Retention, and Loyalty.

Customer journey stages

1. Awareness Stage

In the awareness stage, customers realize they have a problem. At this point, they may not know that they need a product or service, but they will begin doing research either way.

During this stage of the customer journey, brands should deliver educational content to help customers diagnose a problem and offer potential solutions. Your aim should be to help customers alleviate their pain point, not encourage a purchase.

Some educational content that I've created in the past are:

  • How-to articles and guides
  • General whitepapers
  • General ebooks
  • Free courses

Educational content may also be delivered via customer touchpoints such as:

  • Social media
  • Search engines

2. Consideration

In the consideration stage, customers have done enough research to realize that they need a product or service. At this point, they begin to compare brands and offerings.

During this stage, brands should deliver product marketing content to help customers compare different offerings and, eventually, choose their product or service. The aim is to help customers navigate a crowded marketplace and move them toward a purchase decision.

Product marketing content may include:

  • Product listicles
  • Product comparison guides and charts
  • Product-focused white papers
  • Customer success stories or case studies

Product marketing content may be delivered via customer touchpoints such as:

  • Your website
  • Conferences

3. Decision Stage

In the decision stage, customers have chosen a solution and are ready to buy.

During this stage, your brand should deliver a seamless purchase process to make buying products as easy as possible. I wouldn't recommend any more educational or product content at this stage — it's all about getting customers to make a purchase. That means you can be more direct about wanting customers to buy from you.

Decision-stage content may include:

  • Free consultations
  • Product sign-up pages
  • Pricing pages
  • Product promotions (i.e "Sign up now and save 30%")

Decision-stage content may be delivered via customer touchpoints such as:

4. Retention Stage

In the retention stage, customers have now purchased a solution and stay with the company they purchased from, as opposed to leaving for another provider.

During this stage, brands provide an excellent onboarding experience and ongoing customer service to ensure that customers don't churn.

Retention-stage strategies may include:

  • Providing a dedicated customer success manager
  • Making your customer service team easily accessible
  • Creating a knowledge base in case customers ever run into a roadblock

Retention-stage strategies may be delivered via customer touchpoints such as:

5. Loyalty Stage

In the loyalty stage, customers not only choose to stay with a company — they actively promote it to family, friends, and colleagues. The loyalty stage can also be called the advocacy stage.

During this phase, brands should focus on providing a fantastic end-to-end customer experience. This should span from your website content to your sales reps all the way to your social media team and your product's UX.

Most importantly, customers become loyal when they've achieved success with your product — if it works, they're more likely to recommend your brand to others.

Loyalty-stage strategies may include:

  • Having an easy-to-navigate website
  • Investing in your product team to ensure your product exceeds customer expectations
  • Making it easy to share your brand with others via a loyalty or referral program
  • Providing perks to continued customers, such as discounts

Loyalty-stage strategies may be delivered via customer touchpoints such as:

  • Your products

To find out whether your customers have reached the loyalty stage, try a Net Promoter Score survey , which asks one simple question: "On a scale of 0 to 10, how likely are you to recommend us to a friend?" To deliver this survey, you can use customer feedback software like Service Hub .

Now, let's get to the good stuff. Let's talk about creating your customer journey map.

What is the customer journey map?

A customer journey map is a visual representation of the customer's experience with a company. It also provides insight into the needs of potential customers at every stage of this journey and the factors that directly or indirectly motivate or inhibit their progress.

The business can then use this information to improve the customer's experience, increase conversions, and boost customer retention.

Now, the customer journey map is not to be confused with a UX journey map. But, for clarity, let's distinguish these two below.

What is UX journey mapping?

A UX journey map represents how a customer experiences their journey toward achieving a specific goal or completing a particular action.

For example, the term "UX journey mapping" can be used interchangeably with the term "customer journey mapping" if the goal being tracked is the user's journey toward purchasing a product or service.

However, UX journey mapping can also be used to map the journey (i.e., actions taken) towards other goals, such as using a specific product feature.

Why is customer journey mapping important?

While the customer journey might seem straightforward — the company offers a product or service, and customers buy it — for most businesses, it typically isn't.

In reality, it's a complex journey that begins when the customer becomes problem-aware (which might be long before they become product-aware) and then moves through an intricate process of further awareness, consideration, and decision-making.

The customer is also exposed to multiple external factors (competitor ads, reviews, etc.) and touchpoints with the company (conversations with sales reps, interacting with content, viewing product demos, etc.).

Keep in mind that 80% of customers consider their experience with a company to be as important as its products.

By mapping this journey, your marketing, sales, and service teams can understand, visualize, and gain insight into each stage of the process.

You can then decrease any friction along the way and make the journey as helpful and delightful as possible for your leads and customers.

Customer journey mapping is the process of creating a customer journey map — the visual representation of a company's customer experience. It compiles a customer's experience as they interact with a business and combines the information into a visual map.

The goal of this process is to draw insights that help you understand how your customers experience their journeys and identify the potential bottlenecks along the way.

It's also important to note that most customer journeys aren't linear. Instead, buyers often experience a back-and-forth, cyclical, multi-channel journey.

Let's look at the stages that you should include in any customer journey.

  • The Buying Process
  • User Actions
  • User Research

1. The Buying Process

To determine your customers' buying process, you'll want to pull data from all relevant sources (prospecting tools, CMS, behavior analytics tools, etc.) to accurately chart your customer's path from first to last contact.

However, you can keep it simple by creating broad categories using the typical buying journey process stages — awareness, consideration, and decision — and mapping them horizontally.

2. Emotions

Customer journey map template service

Whether the goal is big or small, remember your customers are solving a problem. That means they're probably feeling some emotion — whether that's relief, happiness, excitement, or worry.

Adding these emotions to the journey map will help you identify and mitigate negative emotions and the pain points that cause them.

On HubSpot's journey map , we use emojis to represent potential emotions at different stages of the customer journey. 

3. User Actions

customer journey mapping: user actions

This element details what a customer does in each stage of the buying process. For example, during the problem-awareness stage, customers might download ebooks or join educational webinars.

Essentially, you're exploring how your customers move through and behave at each stage of their journey.

4. User Research

customer journey mapping: user research

Similar to the last section, this element describes what or where the buyer researches when they are taking action.

More than likely, the buyer will turn to search engines, like Google, to research solutions during the awareness stage. However, it's important to pay attention to what they're researching so you can best address their pain points.

5. Solutions

customer journey mapping: solutions

1. Use customer journey map templates.

Why make a customer journey map from scratch when you can use a template? Save yourself some time by downloading HubSpot's free customer journey map templates .

This has templates that map out a buyer's journey, a day in the life of your customer, lead nurturing, and more.

These templates can help sales, marketing, and customer support teams learn more about your company's buyer persona. Not only will this lead to improvements to your product, but also a better customer experience.

2. Set clear objectives for the map.

Before you dive into your customer journey map, you need to ask yourself why you're creating one in the first place.

What goals are you directing this map towards? Who is it for? What experience is it based upon?

If you don't have one, I would recommend creating a buyer persona . This is a fictitious customer with all the demographics and psychographics representing your average customer. This persona reminds you to direct every aspect of your customer journey map toward the right audience.

3. Profile your personas and define their goals.

Next, you should conduct research. This is where it helps to have customer journey analytics at the ready.

Don't have them? No worries. You can check out HubSpot's Customer Journey Analytics tool to get started. 

Some great ways to get valuable customer feedback are questionnaires and user testing. The important thing is to only reach out to actual customers or prospects.

You want feedback from people interested in purchasing your products and services and who have either interacted with your company or plan to do so.

Some examples of good questions to ask are:

  • How did you hear about our company?
  • What first attracted you to our website?
  • What are the goals you want to achieve with our company? In other words, what problems are you trying to solve?
  • How long have you/do you typically spend on our website?
  • Have you ever made a purchase with us? If so, what was your deciding factor?
  • Have you ever interacted with our website to make a purchase but decided not to? If so, what led you to this decision?
  • On a scale of 1 to 10, how easily can you navigate our website?
  • Did you ever require customer support? If so, how helpful was it, on a scale of 1 to 10?
  • Can we further support you to make your process easier?

You can use this buyer persona tool to fill in the details you procure from customer feedback.

4. Highlight your target customer personas.

Once you've learned about the customer personas that interact with your business, I would recommend narrowing your focus to one or two.

Remember, a UX journey map tracks the experience of a customer taking a particular path with your company — so if you group too many personas into one journey, your map won't accurately reflect that experience.

When creating your first map, it's best to pick your most common customer persona and consider the route they would typically take when engaging with your business for the first time.

You can use a marketing dashboard to compare each and determine the best fit for your journey map. Don't worry about the ones you leave out, as you can always go back and create a new map specific to those customer types.

5. List out all touchpoints.

Begin by listing the touchpoints on your website.

Based on your research, you should have a list of all the touchpoints your customers are currently using and the ones you believe they should be using if there's no overlap.

This is essential in creating a UX journey map because it provides insight into your customers' actions.

For instance, if they use fewer touchpoints than expected, does this mean they're quickly getting turned away and leaving your site early? If they are using more than expected, does this mean your website is complicated and requires several steps to reach an end goal?

Whatever the case, understanding touchpoints help you understand the ease or difficulties of the customer journey.

Aside from your website, you also need to look at how your customers might find you online. These channels might include:

  • Social channels
  • Email marketing
  • Third-party review sites or mentions

Run a quick Google search of your brand to see all the pages that mention you. Verify these by checking your Google Analytics to see where your traffic is coming from. Whittle your list down to those touchpoints that are the most common and will be most likely to see an action associated with it.

At HubSpot, we hosted workshops where employees from all over the company highlighted instances where our product, service, or brand, impacted a customer. Those moments were recorded and logged as touchpoints. This showed us multiple areas of our customer journey where our communication was inconsistent.

The proof is in the pudding -- you can see us literally mapping these touch points out with sticky notes in the image below.

Customer-Journey-map-meeting

HubSpot's free customer journey map template makes it easier than ever to visualize the buyer's journey. It saved me some time organizing and outlining my customer experience and it made it clear how a website could impact my user's lives. 

The customer journey map template can also help you discover areas of improvement in your product, marketing, and support processes.

Download a free, editable customer journey map template.

Types of Customer Journey Maps and Examples

There are four types of customer journey maps , each with unique benefits. Pick the one that makes the most sense for your company.

Current State

These customer journey maps are the most widely used type. They visualize the actions, thoughts, and emotions your customers currently experience while interacting with your company. They're best used for continually improving the customer journey.

Customer Journey Map Example: Current State Journey Map

Image Source

Day in the Life

These customer journey maps visualize the actions, thoughts, and emotions your customers currently experience in their daily activities, whether or not that includes your company.

This type gives a broader lens into your customers' lives and what their pain points are in real life.

Day-in-the-life maps are best used for addressing unmet customer needs before customers even know they exist. Your company may use this type of customer journey map when exploring new market development strategies .

Customer Journey Map Example: Day in the Life

Future State

These customer journey maps visualize what actions, thoughts, and emotions that your customers will experience in future interactions with your company. Based on their current interaction with your company, you'll have a clear picture of where your business fits in later down the road.

These maps are best for illustrating your vision and setting clear, strategic goals.

Customer Journey Map Example: Future State Journey Map Example

Service Blueprint

These customer journey maps begin with a simplified version of one of the above map styles. Then, they layer on the factors responsible for delivering that experience, including people, policies, technologies, and processes.

Service blueprints are best used to identify the root causes of current customer journeys or the steps needed to attain desired future customer journeys.

Customer Journey Map Example: Service Blueprint journey map

If you want a look at a real customer journey map that HubSpot has used recently, check out this interview we conducted with Sarah Flint, Director of System Operations at HubSpot. We asked her how her team put together their map (below) as well as what advice she would give to businesses starting from scratch. 

Hubspot customer journey map examle

Customer Journey Mapping Best Practices

  • Set a goal for the journey map.
  • Survey customers to understand their buying journey.
  • Ask customer service reps about the questions they receive most frequently.
  • Consider UX journey mapping for each buyer persona.
  • Review and update each journey map after every major product release.
  • Make the customer journey map accessible to cross-functional teams.

1. Set a goal for the journey map.

Determine whether you aim to improve the buying experience or launch a new product. Knowing what the journey map needs to tell you can prevent scope creep on a large project like this.

2. Survey customers to understand their buying journey.

What you think you know about the customer experience and what they actually experience can be very different. Speak to your customers directly, so you have an accurate snapshot of the customer's journey.

3. Ask customer service reps about the questions they receive most frequently.

Sometimes, customers aren't aware of their specific pain points, and that's where your customer service reps come in.

They can help fill in the gaps and translate customer pain points into business terms you and your team can understand and act on.

4. Consider UX journey mapping for each buyer persona.

It's easy to assume each customer operates the same way, but that couldn't be further from the truth.

Demographics, psychographics, and even how long someone has been a customer can determine how a person interacts with your business and makes purchasing decisions.

Group overarching themes into buyer personas and create a UX journey map for each.

5. Review and update each journey map after every major product release.

Every time your product or service changes, the customer's buying process changes. Even slight tweaks, like adding an extra field to a form, can become a significant roadblock.

So, reviewing the customer journey map before and after implementing changes is essential.

6. Make the customer journey map accessible to cross-functional teams.

Customer journey maps aren't very valuable in a silo. However, creating a journey map is a convenient way for cross-functional teams to provide feedback.

Afterward, make a copy of the map accessible to each team, so they always keep the customer top of mind.

Breaking down the customer journey, phase by phase, aligning each step with a goal, and restructuring your touchpoints accordingly are essential steps for maximizing customer success .

Here are a few more benefits to gain from customer journey mapping.

1. You can refocus your company with an inbound perspective.

Rather than discovering customers through outbound marketing, you can have your customers find you with the help of inbound marketing.

Outbound marketing involves tactics targeted at generalized or uninterested audiences and seeks to interrupt the customers' daily lives. Outbound marketing is costly and inefficient. It annoys and deters customers and prospects.

Inbound marketing involves creating helpful content that customers are already looking for. You grab their attention first and focus on the sales later.

By mapping out the customer journey, you can understand what's interesting and helpful to your customers and what's turning them away.

2. You can create a new target customer base.

You need to understand the customer journey properly to understand your customers' demographics and psychographics.

It's a waste of time and money to repeatedly target too broad of an audience rather than people who are actually interested in your offering.

Researching the needs and pain points of your typical customers will give you a good picture of the kinds of people who are trying to achieve a goal with your company. Thus, you can hone your marketing to that specific audience.

3. You can implement proactive customer service.

A customer journey map is like a roadmap to the customer's experience.

It highlights moments where people experience delight and situations where they might face friction. Knowing this ahead of time allows you to plan your customer service strategy and intervene at ideal times.

Proactive customer service also makes your brand appear more reliable. For example, when I worked in customer support, we would anticipate a surge in tickets around the holidays. To be proactive, we'd send out a message to customers letting them know about our team's adjusted holiday hours. We would aalso tell them about additional support options if we were unavailable and what to do if an urgent problem needed immediate attention.

With expectations set, customers won't feel surprised if they're waiting on hold a little longer than usual. They'll even have alternative options to choose from — like a chatbot or knowledge base — if they need to find a faster solution.

4. You can improve your customer retention rate.

When you have a complete view of the customer journey, it's easier to pick out areas where you can improve it. When you do, customers experience fewer pain points, leading to fewer people leaving your brand for competitors.

After all, 33% of customers will consider switching brands after just one poor experience.

UX journey mapping can point out individuals on the path to churn. If you log the common behaviors of these customers, you can start to spot them before they leave your business.

While you might not save them all, it's worth the try. Increasing customer retention rates by just 5% can increase profits by 25%-95%.

5. You can create a customer-focused mentality throughout the company.

As your company grows, it can be tricky to coordinate all your departments to be as customer-focused as your customer service, support, and success teams are. That's because each department has varying goals, meaning they might not be prioritizing customer needs -- they might focusing on website traffic, leads, product signups, etc.

One way to overcome this data silo is to share a clear customer journey map with your entire organization. The great thing about these maps is that they map out every single step of the customer journey, from initial attraction to post-purchase support. And, yes, this concerns marketing, sales, and service. 

For more examples of customer journey maps, read on to the next section for a few templates you can use as a baseline for your company's map. 

Customer Journey Mapping Examples

To help guide your business in its direction, here are examples to draw inspiration from for building out your customer journey map.

1. HubSpot's Customer Journey Map Templates

HubSpot's free Customer Journey Map Templates provide an outline for companies to understand their customers' experiences.

The offer includes the following:

  • Current State Template
  • Lead Nurturing Mapping Template
  • A Day in the Customer's Life Template
  • Customer Churn Mapping Template
  • Customer Support Blueprint Template

Each of these templates helps organizations gain new insights into their customer base and help make improvements to product, marketing, and customer support processes.

Download them today to start working on your customer journey map.

free editable customer journey map template

2. B2B Customer Journey Map Example

This customer journey map clearly outlines the five steps Dapper Apps believes customers go through when interacting with them.

As you can see, it goes beyond the actual purchasing phase by incorporating initial research and post-purchase needs.

B2B customer journey map example

This map is effective because it helps employees get into the customers' minds by understanding the typical questions they have and the emotions they're feeling.

There are incremental action steps that Dapper Apps can take in response to these questions and feelings that will help it solve all the current problems customers are having.

3. Ecommerce Customer Journey Map Example

This fictitious customer journey map is a clear example of a day-in-the-life map.

Rather than just focusing on the actions and emotions involved in the customer's interaction with the company, this map outlines all the actions and emotions the customer experiences on a typical day.

ecommerce customer journey map example

This map is helpful because it measures a customer's state of mind based on the level of freedom they get from certain stimuli.

This is helpful for a company that wants to understand what its target customers are stressed about and what problems may need solving.

4. Future B2C Customer Journey Map Example

This customer journey map, designed for Carnegie Mellon University, exemplifies the usefulness of a future state customer journey map. It outlines the thoughts, feelings, and actions the university wants its students to have.

future BTC customer journey map

Based on these goals, CMU chose specific proposed changes for each phase and even wrote out example scenarios for each phase.

This clear diagram can visualize the company vision and help any department understand where they will fit into building a better user experience.

5. Retail Customer Journey Map Example

This customer journey map shows an in-depth customer journey map of a customer interacting with a fictitious restaurant.

It's clear that this style of map is more comprehensive than the others. It includes the front-of-stage (direct) and back-of-stage (non-direct or invisible) interactions a customer has with the company, as well as the support processes.

customer journey map example for retail

This map lays out every action involved in the customer experience, including those of the customer, employees directly serving diners, and employees working behind the scenes.

By analyzing how each of these factors influences the customer journey, a company can find the root cause of mishaps and problem-solve this for the future.

To get your business from point A — deciding to focus on customer journeys — to point B — having a journey map — a critical step to the process is selecting which customer mindset your business will focus on.

This mindset will determine which of the following templates you'll use.

1. Current State Template

If you're using this template for a B2B product, the phases may reflect the search, awareness, consideration of options, purchasing decision, and post-purchase support processes.

For instance, in our Dapper Apps example, its phases were research, comparison, workshop, quote, and sign-off.

current state customer journey map template

2. Day in the Life Template

Since this template reflects all the thoughts, feelings, actions, needs, and pain points a customer has in their entire daily routine — whether or not that includes your company — you'll want to map out this template in a chronological structure.

This way, you can highlight the times of day at which you can offer the best support.

Get an interactive day in the life template.

day-in-the-life

3. Future State Template

Similar to the current state template, these phases may also reflect the predicted or desired search, awareness, consideration of options, purchasing decision, and post-purchase support processes.

Since this takes place in the future, you can tailor these phases based on what you'd like the customer journey to look like rather than what it currently looks like.

Get an interactive future state template.

Customer journey map template future state

4. Service Blueprint Template

Since this template is more in-depth, it doesn't follow certain phases in the customer journey.

Instead, it's based on physical evidence — the tangible factors that can create impressions about the quality and prices of the service — that often come in sets of multiple people, places, or objects at a time.

For instance, with our fictitious restaurant example above, the physical evidence includes all the staff, tables, decorations, cutlery, menus, food, and anything else a customer comes into contact with.

You would then list the appropriate customer actions and employee interactions to correspond with each physical evidence.

For example, when the physical evidence is plates, cutlery, napkins, and pans, the customer gives their order, the front-of-stage employee (waiter) takes the order, the back-of-stage employee (receptionist) processes the order, and the support processes (chefs) prepare the food.

Get an interactive service blueprint template.

Customer journey map template service

5. Buyer's Journey Template

You can also use the classic buyer's journey — awareness, consideration, and decision — to design your customer journey map.

Get an interactive buyer's journey template.

Customer journey map template buyer

Charter the Path to Customer Success

Once you fully understand your customer's experience with your business, you can delight them at every stage of their buying journey. Remember, many factors can affect this journey, including customer pain points, emotions, and your company's touchpoints and processes.

A customer journey map is the most effective way to visualize this information, whether you're optimizing the customer experience or exploring a new business opportunity to serve a customer's unrecognized needs.

Use the free templates in this article to start mapping the future of customer success at your business.

Editor's note: This post was originally published in August, 2018 and has been updated for comprehensiveness.

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Outline your company's customer journey and experience with these 7 free customer journey map templates.

Service Hub provides everything you need to delight and retain customers while supporting the success of your whole front office

What is CX?

Five gold star rating customer review

You might have an intuitive sense of what separates good CX, or customer experience, from bad. Imagine, say, you want a latte. When you visit the coffee shop, are staff members attentive? If you are a regular, do they greet you by your name? Was the store designed intuitively? Do they take your order promptly and hand you your cup with a smile? If you have a problem, is it promptly resolved, or is someone sent to help you? Do they proactively reach out to understand your overall experience?

All of those questions touch on elements of customer experience. The four components of CX are brand, product, price, and service.

Basically, CX refers to everything an organization does to deliver superior experiences, value, and growth for customers. And it’s crucial in an age when how a business delivers for its customers is just as important as—if not more important than—the products and services it provides. In a digital world, where customers review and share their experiences with a company in public forums, it has become vital for companies to connect with customers across their journeys at an emotional level. Not only is customer experience the right thing to do for customers but it also results in 3x returns to shareholders .

The COVID-19 pandemic was a test of how to connect with customers in times of crisis . And many did surprisingly well in providing good CX, for instance, by swiftly reorienting their efforts to meet customers’ primary needs with respect to safety, security, and everyday convenience. Take, for example, e-commerce companies and food delivery services that developed methods of contactless delivery to keep customers and drivers safe as the virus spread.

This article offers a brief overview of customer experience-related topics and answers questions such as:

What are customer journeys?

How to measure customer experience, what is the consumer decision journey, what is customer care, how to improve customer experience.

A customer journey  describes the customer’s end-to-end experience, as opposed to their satisfaction at various individual transactions or touchpoints. These can include many things that occur before, during, or after the customer experiences a given product or service. Examples of customer journeys include bringing a new customer on board, resolving a technical issue, or upgrading a product.

Consider onboarding a new customer. At one company , this process took about three months and on average entailed nine phone calls, a technician visit, and interactions via both the web and mail. While there was a 90 percent chance, at any given touchpoint, of the interaction going well, average customer satisfaction fell nearly 40 percent over the course of the journey. More important than solving issues at the level of individual touchpoints was to reimagine the approach to service operations  around the most crucial CX journeys.

Attending to full customer journeys instead of touchpoints can drive stronger business outcomes. For instance, a McKinsey survey  found that customer satisfaction with health insurance is 73 percent more likely when the entire journey works well than when only touchpoints do. Looking to the hospitality industry, customers of hotels that get the entire customer journey right may be 61 percent more willing to recommend those hotels than customers of hotels that just focus on touchpoints.

If your company is looking to reinvigorate its customer experience, three efforts can help you move from touchpoints to journeys :

  • Observe. Put yourself in your customers’ shoes: What do they see? This can help organize and mobilize employees around customer needs. In addition to identifying and understanding the customer’s journey, you’ll need to quantify what matters to customers and define a clear aspiration and common purpose.
  • Shape. When you design customer experiences, interactions must be reshaped into different sequences. Even if your effort starts small, it can swiftly become much larger and entail the digitization of processes, the reorientation of company culture, and nimble refinements in the field.
  • Perform. Making the transition to prioritize journeys can be a journey in itself that takes years and requires deep engagement from everyone in the company, from corporate leaders right down to the front line.

Learn more about our Growth, Marketing & Sales  and Operations  practices.

You might have a hard time imagining how you measure something as ephemeral as the magic your company creates for customers. But it can be done. Best practice calls for three guiding principles to help optimize customer-experience measurement :

  • Measure the customer experience at the journey level, rather than at the level of touchpoints or overall satisfaction.
  • Invest in hardwired technology that captures feedback on a daily basis from multiple channels, integrating survey results and other data into comprehensive dashboards.
  • Cultivate a mindset of continuous improvement at all levels.

Depending on the level of CX adoption within an organization, consider the power of predicting CX , which can help you stay ahead of customer churn and dissatisfaction. Why? Survey-based systems alone don’t necessarily meet the needs of today’s companies; they’re limited, reactive, ambiguous, and unfocused. Predictive customer insight may unlock more powerful insights to improve customer experiences.

The consumer decision journey  (CDJ) is a reconceptualization of the traditional marketing funnel. In this approach, the way customers make decisions is framed as a circular process involving four phases where customers can be gained or lost:

  • initial consideration
  • active evaluation, or the process of researching potential purchases
  • closure, when consumers buy brands
  • postpurchase, when consumers experience those brands

And conceptions of the consumer decision journey continue to evolve , especially in light of the new technologies and capabilities available to consumers. Today, it is important for brands not only to react to customers but also to actively shape their decision journeys. This may mean compressing or even eliminating the consideration and evaluation phases to drive competitive advantage . To foster an accelerated customer loyalty journey , four distinct but interconnected capabilities are crucial:

  • Automation can be used to streamline the customer journey (for example, being able to snap a photo of a check and deposit it via your bank’s app rather than physically visiting a bank branch).
  • Proactive personalization uses a customer’s information to instantly customize CX.
  • Contextual interaction uses knowledge about where a customer is in a journey to deliver them to the next set of interactions.
  • Journey innovation finds new sources of value, such as new services, for both the customer and the brand. This involves companies mining their data and insights about customers to figure out what other services they might appreciate. The best companies also design customer decision journeys that allow open-ended testing and frequent prototyping of new services or features.

Learn more about our Growth, Marketing & Sales  practice.

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Customer care generally happens within contact-center operations. These are sometimes referred to as call centers, and people working at these organizations support customers throughout their journeys with a company’s products or services—no matter where customers need help (in-store, online, via mobile apps, etcetera). This is as all part of providing an omnichannel customer experience. Contact centers play an important role in customer care, and a forward-looking vision for these centers could entail hyperpersonalization to meet customers’ expectations  in a way that’s both strategic and experience oriented.

How has COVID-19 changed customer experience?

COVID-19 changed customer experience in several ways. Many companies needed to shift the ways they worked with customers, for example, by providing alternative digital experiences when it was not safe for physical stores to be open. More broadly, how your company interacted with customers throughout the pandemic may have triggered an immediate and lingering effect on customers’ sense of trust and loyalty. In times of crisis, meeting customer needs with empathy, care, concern, and connection is important. It can help frame short-term responses, build longer-term resilience, and prepare for success after a crisis passes by keeping a pulse on how preferences are changing in real time. And it’s worth noting that more than three-quarters of consumers changed their buying habits  during the pandemic—and in addition to value and convenience, purpose also drives shopping decisions.

What does digital customer experience mean?

Digital customer experience refers to elements of the experience that happen online or with the support of digital and analytics. This can facilitate interactions that are holistic, predictive, prioritized, and focused on value.

Consider the example of a leading airline that built a machine-learning system to track and prioritize customers  who might choose a different carrier because they experienced multiple flight delays or other issues. The system, built in three months, drove an 800 percent increase in customer satisfaction and also reduced churn for priority customers by 60 percent.

When it comes to digital customer experience, companies are increasingly aiming to transition to predictive insights that could represent the future of CX . Some CX leaders are pushing on predictive CX platforms, which consist of three key elements:

  • a customer-level data lake, with customer, financial, and operational data to develop a rigorous understanding of customer experiences
  • predictive customer scores using analytics that track what’s influencing customer satisfaction and business performance
  • an action and insight engine that’s shared with a broad set of employees, via tools such as customer-relationship-management platforms, through an API layer

These platforms can play a powerful role in linking CX to value and building clear business cases to improve CX. Of course, companies must stay attuned to customers and the privacy imperative . And it will also be crucial to build security into the digital customer experience .

Learn more about our Growth, Marketing & Sales , Digital McKinsey , and Risk & Resilience  practices.

What about customer experience and loyalty?

If you offer a good CX, chances are your customers will be loyal to you or your brand. But that doesn’t happen without real effort. “Consumers are changing, and consumer trends are driving this,” says former McKinsey partner Jess Huang on the new generation of customer loyalty programs . “With the move to digital over the last ten years, consumers are spending more and more time on their phones and various digital channels. This makes it much easier to access the consumer, but there is also a lot more noise. Brands are trying to figure out the right way to break through that noise and develop a relationship with the consumer.”

Loyalty programs are vital to doing so, but two-thirds of them fail to deliver. Focusing on eight elements  can help your loyalty programs perform better:

  • Don’t be afraid to offer customers incentives to redeem their loyalty points.
  • Consider the customer segments where there’s “breakage” (people whose points expire), and think about potential opportunities for improvement.
  • Enlist strategic partners to enhance offers and rewards.
  • Offer points-plus-cash options.
  • Measure success based on engagement, not just accruals.
  • Segment customers into groups you can handle.
  • Personalize test-and-learn across customer segments.
  • Create a standard P&L to accurately measure the incremental impact of loyalty programs.

Is customer experience the same in B2B and B2C contexts?

Much of CX in B2B isn’t the same as in B2C. Here’s why :

  • relationships often go deeper in B2B
  • longer, more complex B2B journeys involve more individuals
  • customization is more widespread in B2B than B2C
  • the stakes are usually higher in B2B deals, as individual B2B customer relationships are often worth millions of dollars

Nevertheless, more B2B customers say they would like a better customer experience—one that is more  like those of B2C customers. And in complex B2B sectors like industrial services—think aftermarket service contracts  for jet engines, industrial robots, or utility-transmission equipment— better customer experience is increasingly critical for growth . In a survey of 1,000 B2B decision makers, lack of speed in interactions with their suppliers emerged as the number-one “pain point” and was mentioned twice as often as price.

Keeping a finger on the B2B pulse can help you understand and respond to emerging B2B customer needs , especially in light of the shift to omnichannel . Adjusting your approach for the mix of traditional, remote, and self-service sales channels is increasingly important—and 94 percent of B2B decision makers  say new omnichannel sales model are as effective or more effective than prepandemic sales models. For even more, here’s a case study  of how a B2B organization in China became more customer-centric.

How do different industries approach customer experience?

Because customer needs and expectations vary by context, different industries may approach CX in different ways. Here are just a few examples of how industries grapple with the issues:

  • Automotive. Car companies are putting customer experience in the driver’s seat —whereas manufacturers once competed on their engineering capabilities, CX is now a true differentiator, and customer-centric innovation is crucial.
  • Travel. The COVID-19 pandemic turned travel upside down, and travelers’ customer experience is emerging as a challenge during the recovery. Doing better could entail aiming higher on experience, understanding customers more deeply, and moving faster operationally.
  • Retail. Retail and consumer CX likely needs to account for a variety of omnichannel operational considerations . Retailers also need to stay attuned to the rise of the inclusive consumer  and make adjustments to serve their needs. And preparing for the future of shopping , where technology is everywhere, will also be important.
  • Banking. CX transformation in banking  can pay off by delighting customers and, in turn, delivering revenue and cost improvements for banks themselves. And in regions like Asia–Pacific, digital innovation in banking offers some insight on whether or how banks should rethink customer engagement . Keeping up with customer trends can also unearth new opportunities, for instance, as we’ve seen with buy now, pay later  financing models. Fintech players may be on the vanguard when it comes to taking the friction out of financial services  for customers.
  • Insurance. Many insurers have invested heavily  in digitizing customer journeys and processes to improve the experience. A user-first, omnichannel approach could rely on the availability of online purchasing capabilities, the ease of navigating online journeys, and seamless integration of sales support and advice. The rise of insurtechs  has also helped the industry address some customer pain points.
  • Healthcare. In coming months and years, “Care at Home” could reshape the way health systems deliver patient-centered care . The rise of telehealth could also affect CX in healthcare . Focusing on whole-person care  could improve outcomes for patients with behavioral-health conditions. Monitoring healthcare consumer insights  will remain important, and providing compassionate, personalized care  can benefit both patients and healthcare organizations.
  • Utilities. Transforming CX in utilities  helps customers and can allow utilities themselves to drive out costs. Self-service and digital channels are crucial in this context.
  • Government. Prioritizing and improving customer experience in government  can offer big benefits for customers. It can also give employees greater purpose—and improve agencies’ reputations.
  • Service businesses. Are customers of industrial-services businesses happy? The bar is rising, but for industrial OEM customer experience , organizations will need to better understand what customers want and need.

What are the differences between customer experience and employee experience?

While the design thinking that transformed customer experience is now also transforming employee experience (EX) , there are some differences between the two:

  • A customer journey is often a lot quicker than an employee journey. It might take months or even up to a year for employers to hire a new employee. That’s a lot longer than most customer journeys.
  • Many employers’ interactions with their employees continue to be top-down instead of being a constant, two-way iterative process—as successful customer journeys have become. For instance, while many companies are exploring hybrid work options, others are considering a full return to the office, even though many of their employees would prefer to continue working from home.

But happy employees are crucial to providing good CX—meaning that CX and EX are related. In that regard, improving employee experience in service of building a customer-centric culture  can have a powerful effect. Just consider how much mindsets matter here: some employees, for instance, might think, “I’m not involved in asking for customer feedback.” But in a customer-centric culture, reframing that so employees feel empowered to create opportunities to ask for customer feedback can pay dividends.

Learn more about our Growth, Marketing & Sales , People & Organizational Performance , and  Operations  practices.

Three building blocks are essential in transforming or improving customer experience  throughout your organization:

  • Build aspiration and purpose. A clearly defined CX aspiration should deliver on your company’s purpose and brand promise. Have you developed a customer-centric vision and aspiration, linked it to value, and translated it into a concrete road map?
  • Transform the business. Here’s where you discover customer needs, design solutions, and deliver impact, whether that’s via customer journeys, products, services, or business models.
  • Enable the transformation. After introducing a new experience for customers, your company needs to consider how to sustain its efforts. This involves transforming employee mindsets; building capabilities; stepping up on technology, data, and analytics; establishing cross-functional governance and an agile operating model; and deploying systems to measure and manage performance.

Improving customer experience can make a big difference. In over a decade of helping more than 900 companies design and implement enterprise-wide CX programs, approaches that rest on these building blocks  have delivered 15 to 20 percent boosts in sales conversion rates, 20 to 50 percent reductions in service costs, and 10 to 20 percent improvement in customer satisfaction.

It’s also important to stay attuned to customer experience pitfalls  so your organization can avoid them. These include failing to link CX to value, taking a narrow view of CX, and applying limited creativity; don’t miss the examples of how other organizations have sidestepped these issues in transforming CX.

For more in-depth exploration of these topics, see McKinsey’s Customer Experience  collection. Learn more about the Marketing & Sales , Operations , and McKinsey Digital  Practices, and check out customer experience–related job opportunities if you’re interested in working at McKinsey.

Articles referenced include:

  • “ Six customer experience pitfalls to avoid ,” March 17, 2022, Itai Miller, Kevin Neher , Rens van den Broek, and Tom Wintering
  • “ Next in loyalty: Eight levers to turn customers into fans ,” October 12, 2021, José Carluccio, Oren Eizenman, and Phyllis Rothschild
  • “ This time it’s personal: Shaping the ‘new possible’ through employee experience ,” September 30, 2021, Jonathan Emmett, Asmus Komm , Stefan Moritz , and Friederike Schultz
  • “ How to boost growth in industrial services: Better customer experience ,” July 28, 2021, Hugues Lavandier , Senthil Muthiah, Kevin Neher , Stephanie Trottier, and Hyo Yeon
  • “ Prediction: The future of CX ,” February 24, 2021, Rachel Diebner, David Malfara, Kevin Neher , Mike Thompson, and Maxence Vancauwenberghe
  • “ The three building blocks of successful customer-experience transformations ,” October 27, 2020, Victoria Bough , Ralph Breuer , Nicolas Maechler , and Kelly Ungerman
  • “ The human touch at the center of customer-experience excellence ,” October 8, 2020, Alex Camp, Harald Fanderl , Nimish Jain , Bob Sternfels , and Ryter von Difloe
  • “ The CEO guide to customer experience ,” McKinsey Quarterly , August 17, 2016, includes interviews with Alfonso Pulido , Ron Ritter, and Ewan Duncan
  • “ The consumer decision journey ,” McKinsey Quarterly , June 1, 2009, David Court, Dave Elzinga, Susan Mulder, and Ole Jørgen Vetvik

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Customer Journey

BCG’s customer journey offering helps organizations implement fundamental new ways of working and achieve next-level customer experience. Our scalable approach to end-to-end customer journeys helps clients shift to customer-centric value streams, agile operations, and the latest modular data and architecture capabilities.

At BCG, the customer journey goes far deeper than customer journey mapping. Customer journeys should synthesize and empower new ways of working in order to drive maximum transformation and fundamentally reorganize the way that change is delivered. Moreover, a successful customer journey strategy breaks down siloed initiatives and powerfully combines agile human capabilities with front-to-back digitization, smart automation, and integrated data and analytics.

Customer journey mapping and experience design are indeed critical components of a successful customer journey strategy. This work includes deep “voice of the customer” research and an ongoing process of customer testing. Organizations must approach journey mapping with a human-centered, zero-based design approach and a clear view of customers, intermediaries, employees, and other constituents.

BCG’s Approach to Customer Journey Consulting

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Transforming the End-to-End Customer Journey

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Our Solutions for Customer Journey Transformations at Scale

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  • And our customer journey enablement program trains client teams and enables them with sustainable customer journey skills.

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What’s Possible? GenAI and Customer Service

Matthew Kropp looks at the way customer interactions with brands will be transformed by a new breed of conversational chatbots—offering no wait times, 24/7 access, 100% recall of support information, and cost savings up to 80 percent.

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Mapping The Customer Service Journey to Improve Customer Experience

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Mapping the Customer Service Journey to Improve Customer Experience

In the days before Google Maps, finding directions to a new location, especially if it was in an unfamiliar city, took careful planning and attention. Routes had to be determined long before leaving, and an extra time cushion was absolutely necessary to accommodate for any wrong turns. In worst-case scenarios, gas station attendants could always be counted on to help guide a lost traveller. With the advent of smartphones, determining directions to a completely unknown locale is now a fairly painless process. Audio turn-by-turn directions make for safer navigation and quicker arrivals, although there may be fewer opportunities for human interactions. Now, a similar revolution is happening on another important route: the customer service journey.

Defining the Customer Service Journey

A customer service journey is the accumulated experiences a customer undergoes when they decide to interact with a brand, or purchase a service or product. Every single touchpoint they have with a brand makes up their journey, and the emotions they experience at each touchpoint have a huge effect on their decision to make a purchase or recommend the brand to a friend. On a recent episode of the Verizon Insights podcas t, Cary Cusumano, Customer Experience Designer, noted that in 17 out of 18 industries, the emotions that a customer experiences predict the level of their loyalty to a brand. (Even above their satisfaction with a product or service.) It is essential for companies to optimize the customer journey whenever possible to build loyal brand advocates and to show empathy to their customers.

Steps on the Customer Service Journey

The best way to show customers empathy is to understand the interactions they have with a brand over the course of their relationship. During the discovery phase, potential customers may interact with a brand through reviews, internet research, advertisements, or talking to acquaintances or friends.  Once someone becomes a customer, companies must invest in meeting their customers where they are. That means making sure that customers can reach out and engage with the brand through a variety of touchpoints, depending on their preferences. The four primary ways customers interact with brands after purchasing a product or service is through phone calls, e-mails, social media interactions, and live chat options. Customers choose each of these options based on their age, location, and lifestyle. A college student at a university may prefer a chat-based option that’s available later in the evening, while a parent may choose to call during a child’s naptime. No matter how customers decide to reach out, responsive companies have several options to best meet different communication styles and time constraints.  

The Need to Make the Customer Service Journey More Pleasant

In order to give customers what they want, brands must be willing to make an investment in each stop  along the customer journey to ensure it is a pleasant one. While money is funnelled into product development or marketing, customer experience is often pushed to the side as an unnecessary expense. However, it’s one of the most important factors to master in order to maintain a competitive advantage.With the advent of social media, interactivity between brands and customers has spiked, and companies don’t always known how to utilize these interactions to build positive impressions. Leadership at companies can feel overwhelmed by the bandwidth and expertise needed to ensure a smooth customer journey. Or, they’re unsure how to put customer service at the forefront of their company culture, even though they recognize that brands that do gain new leads and retain a strong customer base. As technology advances, many industry leaders predicted a de- emphasis on human interaction and empathy. Instead, the opposite is becoming more important. Understanding the routes customers take in relationship to brands, and investing in critical touch points is the only way to make the customer service journey a positive one.

If you’re looking for help implementing a culture of service to let your customers know they come first, our experts can help. For over twenty years, the team at Customer Direct have been leaders in creating positive customer experiences and managing voice, email, chat and social media interactions on behalf of prominent brands.  Delighting customers at every touchpoint on their journey is our passion and our business. Make your business more persona l by providing genuine customer service experiences each step of the way. Contact us today.

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The Service Journey is an approach to living and serving well. To making a real difference people can see and feel. It encompasses four simple phases: Learn, Discover, Act, and Celebrate. We love these words because they transcend organizational formulas. They have no borders. They are the essence of Lions and Leos. If the past 100 years have taught us anything, it’s that as we serve, we grow. And we were never meant to stop.  Service is our journey. Let’s explore it together.

Insight is often more valuable than instinct: if we aren’t informed about what’s happening around us, our impact may fall short. So, we cultivate an awareness of local needs and how they connect to a larger global narrative. We seek new information and turn it into insight. Learning positions us to be effective.

Opportunity awaits anyone willing to learn. Knowledge sharing equips us to leverage our strengths, bridge gaps through partnerships and encourage innovation. This process of discovery unifies our focus and prepares us for action.

Our mission is service, and service is visible. Its effects are measurable. Equipped with insight and inspired by opportunity, we practically support our communities, our regions, and our world together. Through action we fulfill our mission. Our Project Planners are a great way to get started!

Serving humanity in over 200 countries, we take pride in the unique expressions of kindness found in each of our local clubs across the world. When we share our stories and report our impact, we unify our organization, inspire our communities, and capture the attention of a global audience. Celebration elevates the experience and impact of service.

Training opportunity

The Service Journey Learning Course is a highly engaging way for Lions and Leos to learn key phases of Lions service. You can find the course by using your Lion Account login credentials to access the Lions Learning Center (LLC) and searching for "Service Journey." By taking the course, you will:

  • Get to know the global causes and learn how to serve in new ways
  • Learn each component of the Service Journey Toolkit and how to use the tools in service projects 
  • Identify ways to inspire and promote club service 
  • Find out how to report and celebrate service successes

Log into your Lion Account

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LCIF is your foundation—and together, we can respond quickly for a powerful impact. Discover how your service can be magnified!

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All donations accepted on lionsclubs.org support Lions Clubs International Foundation (LCIF), which is a 501(c)(3) tax-exempt public charitable organization. Lions Clubs International (LCI) is a 501(c)(4) tax-exempt social welfare organization and is not eligible to accept or solicit charitable donations. LCI and LCIF are EEO providers.

Welcome to Lions International!

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How to Map the Evolving Customer Journey in Financial Services

One of the most measurable and drastic shifts in consumer behavior due to the COVID-19 pandemic is how people manage their money. CNBC reports that 64% of Americans have changed their spending habits in the pandemic, including not-all-that-surprising data from Mint about how spending on certain line items was adjusted for the at-home economy (i.e. less concert and plane tickets, more athleisure and kitchenware) — as well as “revenge spending” that is occuring as the U.S. is opening back up.

Although the trend currently transcends all demographics, and the U.S. personal savings rate soared throughout most of 2020, we’re just seeing early signals of whether or not this behavior will continue post-pandemic.

Whatever the future holds for both savers and spenders, one thing is certain: Customers are looking to their financial services providers for increased support across various financial situations . This includes everyone from the 65% of consumers who say they want to make their new savings habits permanent to the 40% of Americans who don’t have $400 in the bank for emergency expenses. It also includes the small business owners who had to make critical decisions about getting and using their PPP loans, and the corporations that needed to closely monitor and adjust their cash flow in the volatile economy.

To provide that support that their customers want, financial institutions must first gain a greater understanding of their customers’ journey — how they decide that they need or want a financial product, what makes them choose the provider of that product, what makes them churn or keep that financial provider, and everything in between.

Enter the Customer Journey

Product and CX leaders have long used customer journey maps to visually compile the story of all the interactions between the customer and the brand. But we often hear from clients, even leaders in their industries, that journey mapping isn’t providing the full value they need it to in order to meaningfully impact product development.

To create journey maps that drive action and impact decisions made about product roadmaps, WillowTree approaches journey mapping in four phases. Each phase has a distinct output that centers on the customer journey, but also incorporates business value and technical feasibility. Each phase is aimed to closely align business leaders, UX teams, and engineering teams, avoiding messy handoffs and accelerating product development.

The 4 Phases of Journey Mapping

WillowTree addresses customer needs and pain points with four phases in our journey mapping process. Like any other aspect of digital product development, the process is iterative and goes through varying stages of fidelity, with different value-adds for the team at each stage.

Phase 1: Immersion Workshop

To begin a product strategy engagement, we start by talking to our client stakeholders across multiple functions at the company and subject matter experts on the user base and current product. The proto-user journey is often captured in a workshop, either in-person with many sticky notes when feasible, or virtually using a tool like Miro or Mural. The goal of this workshop is to gather assumptions that our client stakeholders might have about the motivations, needs, and pain points of their user base.

Phase 2: Qualitative Insights

Phase 2 shifts the focus to the user – to construct the current user journey, our research team begins by documenting the common tasks, pain points, needs and emotions that customers experience as they engage with the brand. We often accomplish this phase through qualitative research such as interviews, user observations, or contextual inquiry. After collecting a sufficient amount of data for each customer group, our team extracts common patterns that form a representative experience with the brand.

Phase 3: Quantitative Insights

Once we’ve constructed a user journey, we go back to users a second time to deepen our understanding and prioritize opportunities for improvement. One method that we often use is the Jobs To Be Done approach. In this approach, we quantitatively assess the importance of the tasks that we’ve plotted on our journey map. In addition, we measure customers’ level of satisfaction with accomplishing those tasks. By looking holistically at which jobs/tasks matter most and which ones have lower levels of satisfaction, we can identify the most important areas of the customer journey that need to be improved.

Gleaning these quantitative insights are some of the most exciting parts of mapping the user journey, because this is where we can uncover the biggest opportunity areas that the digital product could address for the user.

Phase 4: Future-State Journey Mapping

One of the most common questions we hear from our clients once they complete their journey map is, “Where do we go from here?” The current-state journey map that is created in the three previous phases provides a clear picture of users’ current unmet needs and satisfaction. But what about the features that don’t exist yet, or aren’t on this year’s roadmap? How can you create journey maps that not only capture the perceptions of today, but also the expectations of tomorrow?

WillowTree helps our clients create future-state journey maps ( Forrester recently published the WillowTree approach as best practices in their research), particularly for our clients that are interested in exploring new technologies, such as voice. Future state journey maps can create alignment for teams by defining one clear set of goals that is centered in the user experience and business goals, rather than by technology changes for design trends. The latter should always be made in service of the former.

The past few years have propelled innovation at an unprecedented pace. To ensure a competitive advantage both now and in the future, banks can use journey mapping to better understand customer expectations and swiftly adapt to their needs. WillowTree can help. Contact us today to learn more.

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Mapping the cross-agency customer experience

Rebuilding the trust that the American people have in our government will require transforming public service delivery. This must include building a deep understanding of how individuals experience service journeys from their perspective, rather than our bureaucratic one. To effectively deliver public programs and services, they should be designed and delivered in a way that is intuitive, accessible, and responsive.

Imagine if the U.S. government understood how each of its services were part of a broader customer journey. How might Federal agencies change their approach or even work together? How might citizens think differently about those services and their overall experience with government?

A journey is one way to look at an experience and tell a story. Many in the private (and now public) sector use a process of “journey mapping” to provide multiple stakeholders with a common understanding of how a customer interacts with a service. You may have heard of tools like “user personas,” “customer maps,” “user journeys,” “behavioral maps,” “service blueprints,” and more.

Our team believes deeply in these processes to build shared knowledge of customer needs, using a physical artifact to ground conversations about improvements and priorities. These journeys can be mapped at all kinds of levels— from a specific interaction visiting a service center to change your name and apply for a new Social Security card, to an individual’s overall lifetime experience interacting with the Social Security Administration.

To begin to build further understanding of the individuals that we serve, the Federal Customer Experience Initiative (FCXI) team at the Office of Management and Budget (OMB) collaborated with civil servants representing more than a dozen Federal agencies to develop three customer journey maps.

We conducted more than 150 interviews of service members and veterans, persons with a disability, their family members, disaster survivors, advocacy and non-profit organizations’ representatives, case managers, service providers, and government employees at Federal, State and local levels. We also designed and deployed surveys of the disaster and disability customer communities, and collected over 350 survey responses.

Our objective was to model what it would be like to take this human-centered approach with agencies across government, orienting around individuals that we all serve. Through this effort, many civil servants conducted human-centered design research methods for the first time, were able to collaborate and meet colleagues that work in similar areas across government, and identify specific bottlenecks that are meaningful to real people, for us to focus our improvement efforts. Many of our collaborators have already begun using the insights they learned from these projects, applying the methods we used in other areas of their work, and are working with us on forming multi-disciplinary and multi-agency teams to continue this design process in challenge areas identified.

Creating a “Cross-Agency” Customer Journey Map

The OMB team facilitated interagency teams with collaborating partners from multiple Federal agencies:

Office of Management and Budget

General Services Administration

Department of Defense

Agency partners provided valuable input throughout the process, from meeting weekly to connect our design teams with experts at their agencies, providing context to what was being heard in interviews, drafting content and designing wireframes, to creating the initial design and personas, to redesigning and survey analysis, to developing the final products. For the disaster journey alone, we had sessions with 21 different people from the Federal Emergency Management Agency (FEMA).

It is important to note that agency partners may have drawn these journey maps differently on their own, or may see omissions in maps like these. However, the visuals created are drawn from the customer’s eyes. It reflects what actual people we talked to experienced, how they think and feel about what they experienced, and the resources they used or remembered along the way. It focuses not on what Federal agencies do on paper, but what resonates for the public in reality.

Transitioning to Adulthood Journey Map

Transitioning to Adulthood

Surviving a Natural Disaster Journey Map

Surviving a Natural Disaster

Seeking Employment After Service Journey Map

Seeking Employment After Service

Building More Detailed Service Blueprints

Further efforts can be completed to build out more detailed “maps” of Federal services. It is important to capture both the front stage experience (what customers see) and the backstage operations (what makes this experience possible). For example, mapping efforts can include gathering:

  • Qualitative Customer Data: From customer feedback surveys instrumented at each interaction or transaction to extensive, representative interviews across the country, the purpose of this data is to hear directly from people served in their own words. This data provides an understanding of what customers want, expect, and need from a system, product, or experience. Qualitative interviews shed light on how people see the world—their beliefs, mindsets, and how they think about the problem—and can help providers better understand what else is influencing how customers experience their service.
  • Process Flows: During this step-by-step mapping, actions taken by customers, employees, or other entities involved in services being acquired or delivered can be documented. Especially when processes involve handoffs or multiple teams in service delivery, it is critical to ensure every step is captured accurately, checking assumptions we make about others’ roles. When completing specific service maps, employee processes and actions are as important to capture as front-facing customer steps.
  • Rigorous Research and Behavioral Data: Sometimes what people say and what they do are entirely different things. This is where it is critical to have an understanding of behavioral science insights, or knowledge of how people access, process, and act on information. Environmental factors, such as how forms are structured or who is relaying information, can affect how individuals respond. Conducting literature reviews related to particular choke points in a system or finding rigorous evaluations of similar challenges can help add evidence-based insights.
  • Operational Performance Data: Understanding how a process works at the nuts and bolts level is vital. Performance metrics such as application processing volumes, engagement on various channel types, key performance indicators, service level agreements, and cost per transaction provide important information about what is actually happening with customers and within the organization. A provider may hypothesize what a customer group finds confusing about a federal benefit program. Yet when they review data on actual customer questions, they may find more individuals are actually seeking information to address a different issue.

Together, these layers can build a more accurate picture of what matters most to customers, what drives the outcome of an organization’s mission, and where there is potential for a return on investment.

Government-wide Experience Lessons Learned

Our team attempted to incorporate data from each of the layers described above, focusing primarily on the first–qualitative customer data. Based on our design workshops, focus groups, interviews and surveys to produce these maps, we identified six insights that apply in multiple customer experiences interacting with government, some elements of which we also discussed in 2018 .

“When I look for resources online, it’s so overwhelming and information is everywhere. I usually just ask people I know that have gone through it.” – Dana
“If you haven’t had the time to prepare… and then you are taking TAP [Transition Assistance Program], say a few months before you get out, you are just in a panic, and you are just thinking about getting a job, as a stop-gap, even though it may help you in the short run, but not in the long run.” – Maggie, Veteran
“I don’t know what we’re gonna do. It’s hard to make big decisions when you’re this shaken.” – Disaster Survivor
“We need a Global entry for government services. Cut us some slack; don’t make use jump through hoops.” – Caregiver for a person with a disability
“People spend money to fight administrative hurdles. Private industry will just pay the thing to keep you happy. We will spend thousands to not pay the $500.00! We will die on that hill.” – Federal Agency Representative
“Parents were told they could not be at the meetings unless they established guardianship. This was not true. An attorney drafted a sample legal letter that said this was IDEA compliant, in legal-eze and it scared parents. So, we reworded the letter, clarifying that parents could still be part of the meeting. It totally changed the flavor across the state.” – Doctor and Disability Advocate

What’s next?

Dedicated Federal employees work each day for the people that they serve-while many do their best to collaborate, and often provide good service within their silo, we know customers are frustrated with gaps created by our organizational lines. People experience life events, not Federal agencies. Customer needs should shape and determine public services. However, since Congress funds agencies, not life events, it is our responsibility to implement coordinated services that bridge that gap. Otherwise, we risk failing to achieve the very mission we are expected to deliver.

While spotting insights consistent across interviews and surveys is a beginning, and adding further data to build more robust service blueprints can help pinpoint areas for improvement, empathic human-centered service design requires more—specifically, that we involve the very people these programs are intended to serve in the development of solutions and redesign of our systems.

We are working to use our research as a launch point for collaborative efforts to address the challenge areas identified, so that multiple experiences with government can be improved. A government that actively and regularly listens, seeks to understand and involve the people it serves, and harnesses these insights to remove barriers to delivering the services it has promised, is one that can earn back the trust of the American public.

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“How to Hire the Best Talent Across Government”

“reflection on federal customer experience efforts in fy20”.

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4 Strategies to Simplify the Customer Journey

  • Richard L. Gruner

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Making things easy is harder than you think.

While it may be tempting to offer your customers a never-ending array of products, customizations, and information, research shows that simplicity is almost always the best option for boosting both company value and customer loyalty. But what does it take to build a customer experience that’s smooth and simple from end to end? In this piece, the author offers four strategies to ensure simplicity is baked into every aspect of the customer’s journey: identify and communicate what simplicity means to your organization, look beyond product development to find ways to simplify throughout the customer journey, embrace internal complexity to achieve external simplicity, and remember that while simplicity is often necessary, it isn’t always the answer.

The modern consumer faces hundreds — if not thousands — of choices every day. What to read. Where to shop. What to buy. And each of those decisions takes a mental toll.

  • RG Richard L. Gruner  holds a PhD in marketing from the University of Melbourne and is Senior Lecturer (A/Prof) at the University of Western Australia. His work has been published in many top ranked peer-reviewed international journals, and he has a professional background in the media industry. One of his main research interests lies at the intersection of consumer psychology and digital tools.  Find out more about Richard’s experience .

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The decision to begin hospice care is yours and your family’s alone. JourneyCare will be with you every step of the way.

What is hospice.

Hospice is a specialized, compassionate approach to caring for those with serious illness who may have weeks or months, rather than years, to live. The focus is on caring for the whole person, with expert pain and symptom management and emotional and spiritual support, to improve quality of life. When your illness is progressing despite aggressive treatments, and you and your family want to focus on comfort and quality of life, rather than curing your disease, and it may be time to talk about hospice.

Care is provided in your home, wherever you call home, by a dedicated and specially trained interdisciplinary team of professionals, who work closely with your physicians.

Studies have shown those who choose hospice care can live longer and better lives. With enhanced quality of life you can live more fully and in comfort, without pain.

We start with you, not the disease, understanding and honoring your unique needs, values and wishes. Your Care Team will help you and your loved ones focus on what matters most to you, navigating the physical, spiritual, social and emotional issues surrounding serious illness, with a plan of care tailored to your wishes and goals. Visits from your Care Team are scheduled at times that are convenient for you and your family, and you have access to support 24 hours a day, 7 days a week. Just call us.

JourneyCare realizes that serious illness affects the entire family. That’s why patient and family centered care is at the heart of what we do. We provide the education and resources family members and caregivers need to confidently care for a loved one, along with emotional and spiritual support, as we accompany you on your journey.

What Does Hospice Do?

Research shows that hospice care works best and is most beneficial to you and your family when used to improve quality of life. Many patients and families have told us they wish they had called JourneyCare sooner. By choosing hospice care early rather than later, JourneyCare can help you make each day the best it can be, however you define that, with expert pain and symptom management, support and empowerment for your family.

Levels of Care

  • Routine Care is provided in the comfort of your home, wherever you call home. This is the most common level of hospice care. Members of your care team will make regular visits to provide care and support to you and your family, which includes treatments, medications, durable medical equipment and supplies related to your hospice diagnosis.
  • Inpatient Hospice Care is provided when pain and symptoms become difficult to manage at home. JourneyCare’s four Hospice CareCenters (located in Arlington Heights, Barrington, Chicago, and Glenview) provide around the clock medical care. Once symptoms are under control, the patient can return home.
  • Crisis Care provides intensive care in the home setting for brief periods, when a patient requires skilled nursing care to manage difficult pain and symptoms.
  • Respite Care provides temporary, short-term care for established hospice patients to relieve their family member who is the primary caregiver.

Who Provides Hospice Care?

Hospice care is provided by a dedicated and specially trained interdisciplinary team of professionals, who work closely with you, your family and your personal physicians to develop a plan of care tailored to support your unique needs, goals and wishes.

Your JourneyCare Hospice Team Includes:

  • You and your family
  • Board-Certified Hospice and Palliative Care Physicians who will work with you and your primary care physicians to develop your plan of care.
  • Registered Nurses who will meet with you and your family on a regular basis to assess support needs, and coordinate communication with members of the care team.
  • Certified Nursing Assistants who provide hands on, personal care and help with activities of daily living.
  • Social Workers who provide you with a range of support services, including counseling and emotional support, education and help accessing community resources.
  • Chaplains to help you and your family cope with the illness through spiritual support, emotional support and life review.
  • Volunteers who are specially trained to provide assistance and support for you and your family. They can provide companionship, run errands, provide light housekeeping, go grocery shopping or help with hobbies or crafts.

Safe Journey

Our Services

Safe Journey is here to serve victims of domestic violence and their children.

Safe Journey provides a variety of support services for victims including counseling, support groups, medical and legal advocacy and emergency shelter as needed.

Counseling sites include online, Union City, Corry, Edinboro, North East, and Girard. Call the Hotline (814) 438-2675 .

  • A 24-Hour Hotline
  • Individual Counseling

Emergency Shelter

  • Safety Planning
  • Protection from Abuse (PFA) Assistance
  • Court Accompaniment & Transportation

Medical Advocacy

  • Empowerment Groups (daily)
  • Information & Referral
  • Children’s Counseling & Groups
  • Possible Financial Assistance
  • Parenting After Domestic Violence Classes

The Medical Advocate is available to provide the Medical Advocacy Program (MAP) that offers information and training to private medical, dental and chiropractic practices, hospitals, health centers, school nurses, and even first responders.

Training may be adjusted to fit the schedule and location needs of the medical providers. In addition to the training, the medical Advocate will continue to provide informational materials and ongoing support to assist their efforts to help clients who are experiencing domestic violence in their lives.

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24 Hour Hotline

I f you are in immediate danger, call 9-1-1 for the police to come to your aid.  

 To talk confidentially with a caring & trained domestic/ dating advocate about your circumstances and possible options, call Safe Journey Hotline at (814) 438-2675.

Safe Journey Hotline is a 24-hour hotline.

Protection From Abuse

A Protective From Abuse Order (PFA) is one option for you to consider in seeking safety from your abuser.

A Safe Journey legal advocate can make getting a PFA less confusing. The legal advocate will assist in filing for a PFA and transport and accompany you to the courthouse for the temporary and then the final hearings.

You will go before a judge, who will ask you questions about your safety and has the authority to grant a temporary order and you will be given a copy to carry with you at all times and a copy to file with the police.

Within 10 days you will attend a hearing for the final PFA and it helps to have the legal advocate present for support.

To get an emergency protection order on holidays, nights, or weekends, call the Safe Journey Hotline at (814) 438-2675.

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Safe Journey provides emergency shelter for victims of domestic violence and the children and teens who live with them.

© Safe Journey 2020 Design & Developed by VW Themes

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(800) 450-0693

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SERVICE DELIVERY

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HELP DESK AND OPERATIONS CENTER

The Michigan based help desk and operations center is staffed 24 x 7 x 365 with highly experienced IT Professionals who provide operational and end user support of all systems and infrastructure. Service Level Agreements guarantee response times to end user support requests and automated alerts. Requests and alerts are monitored daily to meet SLA expectations.

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CYBERSECURITY MANAGEMENT AND MONITORING

Cybersecurity is at the center of all Journey services and covers all layers of the client environment. Key services include:

- Real-time threat hunting and response to security events (MDR)

- Security Information and Event Management (SIEM)

- Protection against lateral movement

- Protection of endpoints and servers

- Security awareness training

- Cloud security

- Firewall management

- Remote access security

- Data loss prevention

- and more.

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DEVICE MANAGEMENT AND MONITORING

Real-time monitoring of devices and performance alerting on systems and network activity.

- Workstations and servers

- Operating system and software patching

- Peripherals

- Mobile devices

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VIRTUAL CIO AND COMPLIANCE MANAGEMENT

Between the rapid pace of security threats, compliance, and changing business needs, IT requires consistent attention. Chief Information Officers serve as experts in the IT industry. These professionals advise business leaders to increase technology process efficiency and address security and compliance concerns. They work tightly with the Journey team, overseeing the IT operations of the business.

- Budget planning

- Technology oversight and reviews

- Ongoing solution design and planning

- Compliance management

- Security risk assessments

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REMOTE BACKUP AND DISASTER RECOVERY

The largest threat in an IT driven business is data loss. With modern technology, data is spread among multiple locations including workstations, servers, and various cloud services. In the event of a disaster, the ability to access affected data and having a recovery plan is crucial. These customized services address this threat and depending on the operational importance, can be mixed with high availability solutions to rapidly increase data access time and minimize downtime.

- Always on image and file level backup solutions monitored 24 x 7 x 365

- Hot and cold virtual and bare-metal recovery environments - Business continuity and disaster recovery planning

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HARDWARE AS A SERVICE

A great option to avoid new technology purchases or costly upgrades. These plans can cover workstations, servers, networking hardware and software licenses.

- Fixed monthly pricing

- Always active warranty

- Recurring hardware replacement 

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COMMUNICATION SERVICES

Communication services are provided by Journey Managed IT Services parent company, CMS.

- Internet Access

- Nationwide Telephone Service

- Hosted and On-Premise Telephone Systems

- Fiber Optic Construction Services

- Data Center and Colocation Services

Interested in learning more?

Contact us for a free technology evaluation and customized proactive service plan.

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27th CEO Survey: Middle East findings

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Is GenAI a game changer for the emobility ecosystem?

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  • Publication
  • March 03, 2024

The automotive industry is witnessing a technological and transformative revolution. Electric mobility and digitalisation have grown exponentially to gain prominence in the automotive sector in the last decade, so much so that the largest value pools by 2030 are now expected to be Software and EVs. Artificial Intelligence (AI) technology is an essential segment of digitalisation and has existed in the form of autonomous driving, predictive services, and in-car personalisation features for quite some time now.

The billion-dollar question though is how can generative ai (genai) catalyse a transformative revolution in the electric mobility sector leveraging its novel capabilities to build predictive models, develop bespoke services, optimise processes across the value chain and much more. , genai can optimise and redefine the product and user journey across the electric mobility value chain .

Several early movers are exploring the GenAI technology to gain a competitive advantage. Toyota, Audi, Faraday Future, BMW, and Mercedes - all have stepped up efforts to explore GenAI potential via collaborations with technology companies. This year's CES 2023 showcased several prototypes and announcements by global original equipment manufacturers (OEMs), primarily around vehicle design, vehicle personalisation, and driving digital experience. 

The UAE Generative AI guidebook identifies Generative AI as a dominant force in the future of business building. It indicated that ~ $86.9 billion of revenue was generated during 2022, and the sector is expected to grow at a CAGR of 36.2% between now and 2027. ( source )

Specific to the electric mobility sector, Generative AI is expected to have a major play in some critical segments, such as:

EV battery costs to bring the inflexion point forward

Smart charging infrastructure to enable grid management

An immersive customer experience to accelerate adoption

Generative AI can redefine the journey of how an electric vehicle comes into existence and is utilised across its lifetime.

We are looking at a future where GenAI is deeply embedded in the fabric of the electric mobility value chain - shaping not just a single aspect but all stages of an electric vehicle's (EV) journey. From core research and development efforts to personal interactions with the end-user, GenAI's influence permeates seamlessly, optimising, enhancing, and personalising every interaction.

In essence, GenAI can potentially revolutionise each stage of the EV journey. Though we’ve explored just a few use cases, the potential applications are innumerable, each with the power to reshape the industry as we know it. But one thing is clear: the future of electric mobility isn’t just about new vehicles; it’s about a completely reimagined, AI-driven ecosystem that could redefine what it means to drive.

The following are some of the specific cases we have picked up to substantiate GenAI’s application.

Understanding the implementation of GenAI tech across specific use-cases in the electric mobility sector 

Material research and development.

GenAI accelerates material research and development with focus on discovery and validation of new battery material chemistries.

Data points:

Existing material databases, elemental properties, thermodynamic parameters, structural characteristics, performance criteria, electrochemical properties, known battery material compositions, synthesis methods, safety considerations, and cost factors.

How does GenAI help:

It will generate and analyse a wide range of potential battery material chemistries via machine learning algorithms. GenAI can predict material properties, evaluate performance characteristics, identify promising candidates, and expedite the discovery and validation process. This significantly reduces the time and resources required when compared to traditional trial-and-error approaches.

Generative Designing

GenAI enables designing by creation of innovative and optimised vehicle designs.

Design specifications, performance requirements, engineering constraints, materials data, historical design data, user preferences, aerodynamics, weight distribution, structural integrity, and manufacturing processes.  

GenAI leverages provided data points to generate and explore a vast number of design possibilities and can optimise aspects of the design process, such as weight reduction, aerodynamics, energy efficiency, and structural integrity. It can enable rapid prototyping, iterative design exploration, and the discovery of innovative solutions.

Key takeaways

  • Accelerated discovery of novel compositions with improved energy density, stability, and cost-effectiveness; for instance, it can expedite the development of advanced battery materials, enhancing the performance, safety, and affordability of electric vehicles
  • Example: Toyota is utilising Generative AI to strengthen its design capability, which helps in creating designs of futuristic vehicles at a click.

      

Demand Forecasting and Inventory Optimisation

GenAI optimises supply chain operations by enabling demand forecasting and inventory optimisation.

Historical sales data, customer demand patterns, market trends, economic indicators, product specifications, production capacity, lead times, supplier data, and external factors impacting demand (e.g., promotions, seasonality, events).  

It can analyse the collected data points to forecast future demand accurately by considering various variables and using advanced algorithms. The system will identify demand patterns, seasonality, and potential fluctuations and enable companies to optimise inventory levels, anticipate demand changes, manage stockouts and overstocking, and ensure the availability of products at the right time and quantity.

In-car personalisation

GenAI enables in-car personalisation services by generating bespoke experiences based on user inputs; enablement via Chatbot.

User preferences, historical user interactions, sensor data from the vehicle (e.g., temperature, lighting, seating position), location data, and external factors (e.g., weather conditions).  

A user interface with GenAI-enabled Chatbot will analyse user preferences and behaviour basis on their inputs into the system. It will help to develop bespoke recommendations and services as per the user profile training model. For example, it can adjust in-car settings like temperature, seat position, and lighting based on user preferences, play preferred music or audio content, suggest nearby charging stations, or recommend personalised routes.

  • Optimising supply chain operations by providing accurate demand forecasts, allowing companies to optimise inventory levels, minimise carrying costs, improve production planning, and increase customer satisfaction
  • Example: Mercedes-Benz cars rolled out a beta version of smart voice assisted controls using Open AI ChatGPT through Microsoft Azure OpenAI service. It will engage users in a more comprehensive manner and can enable specific customisation for them.

Intelligent Energy Management Systems

GenAI enables intelligent energy management systems across the electric vehicle value chain, optimising grid utilisation and energy distribution.

Real-time energy demand, supply data, pricing information, grid conditions, energy storage capacity, renewable energy availability, charging station utilisation, weather data, consumer behaviour patterns, historical energy consumption data and infrastructure characteristics.

Using advanced algorithms, it can predict energy demand patterns, identify supply-demand imbalances, optimise charging and discharging of energy storage systems, and intelligently allocate energy resources. GenAI enables effective integration of renewable energy sources, load balancing, peak shaving, and demand response management. 

Traffic Control and Optimisation

GenAI will predict traffic patterns, analyse real-time data, and generate dynamic responses to enable intelligent traffic signal control, route optimisation, and congestion management.

Real-time traffic data from cameras and sensors, historical traffic patterns, weather conditions, road network information, and even data from connected vehicles. Additionally, sources like public transportation schedules and events to enhance its predictive capabilities.

The system will utilise historical data points, real-time data, and predictive models to predict traffic patterns well in advance. The system will be able to recommend efficient trip plans/routes for commuters, support traffic control authorities to manage emergencies, detect violators, and efficiently control traffic. 

  • Example: Gridmatic is using GenAI to efficiently predict demand and plan energy distribution with increasing share of renewables and uncertain environmental and political situation.
  • Scalability and Flexibility: The system can scale to handle complex traffic scenarios in large cities and adapt to future infrastructure developments.

Middle East Lens

Turning our focus to the Middle East , an upcoming electric mobility market, we find a region in transition - from an oil-based economy to a tech-driven one, aiming to safeguard future growth. Notably, the UAE has even published a Generative AI guidebook highlighting various business integration use cases. PwC has identified high-potential applications of GenAI specifically attuned to the Middle East's unique challenges and opportunities in shaping the future of mobility, which is increasingly electric. From energy-efficient vehicle design tailored for the region's hot climate to natural language processing models for in-car Arabic interactions, GenAI could rapidly become a cornerstone of the region's tech evolution.

Critical success factors 

While GenAI is exciting, there are some critical success factors to make it a reality. GenAI in the EV ecosystem presents exciting opportunities for process enhancement, resource optimisation, and improving consumer experience. However, leaders across the EV ecosystem should heed to the critical factors highlighted in the following section for successful implementation of GenAI tech.

Although the long-term trajectory of GenAI remains to be fully explored, its current applications underline its capability to revolutionise the electric mobility ecosystem. In the interplay between electrification, digitalisation, and AI, GenAI emerges as a game-changing force in short-medium term scenarios. 

Harnessing GenAI can redefine businesses' operations, offering transformative possibilities across all sectors. At PwC, we help integrate GenAI and leverage the AI Factory approach across business operations, from marketing to supply chain. Our trust-by-design system ensures responsible AI governance from Day One, mitigating risks like bias and data breaches. We can upskill the workforce with "prompt engineer" roles to harness AI's full potential and offer continuous oversight through PwC's Responsible AI framework, aligning AI performance with overall business objectives. As strategies evolve, PwC's commitment to embedding GenAI in our DNA, backed by a significant $1 billion investment, ensures that our collaboration will redefine today's mobility challenges and co-create the roadmap for tomorrow's breakthroughs.

GenAI and Electric Mobility

Would “generative ai” be a game changer for the electric mobility ecosystem, find out how we are helping clients to create a smarter, cleaner, and more inclusive mobility ecosystem., for more information, contact:.

Hazem Galal

Partner, Global Leader for Cities & Local Government, PwC Middle East

+971 4 3043393

Heiko Seitz

Global & Middle East eMobility Leader, PwC Middle East

Ali Hosseini

Chief Technology Officer, PwC Middle East

Shikhar Gupta

Director, PwC India

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Journeys Palliative Care

What is palliative care.

Living with the symptoms of serious or chronic illness can be challenging. Journeys Palliative Care is specialized medical care for people with serious illnesses. This type of care is focused on providing patients with relief from the symptoms, pain and stress that a serious illness can cause. It is designed for individuals who are not ready for hospice care, but who may benefit from extra support, avoiding frequent hospitalizations and trips to the emergency room.

Path within tree and sun shining down

Journeys Palliative Care serves individuals with serious or chronic illness such as:

  • Congestive heart failure (CHF)
  • Chronic obstructive pulmonary disease (COPD)
  • Age-related frailty
  • Parkinson’s Disease
  • Advanced dementia
  • Long-term effects of stroke with disability
  • Kidney failure
  • Advanced liver disease
  • ALS (Lou Gehrig’s Disease)

The goal is to improve quality of life for both the patient and the family. Palliative care is provided by a team that includes a medical director, nurse practitioner, nurse case manager, social worker and spiritual care coordinator. This team works with a patient’s other doctors to provide an extra layer of support. Palliative care can be provided together with curative treatment.

Palliative care treats the whole person, not just the body part or the illness

We help with recommendations on how to have the best possible quality of life, how to manage the symptoms of the illness and how to coordinate care with other physicians and providers.

Services Provided

You and your family will benefit from any combination of these services.

  • Initial assessment in your home from a nurse practitioner or RN
  • Symptom management
  • Medication management
  • Emotional support for you and your caregiver
  • Regular contact from a nurse
  • Referrals to community services

Eligibility

Journeys Palliative Care eligibility means you have a serious advanced illness (like those listed above), your health care provider is doing everything possible to treat it, and you are still having symptoms such as those listed below.

  • Difficulty breathing
  • Extreme loss of appetite
  • Unintentional weight loss

Working With Primary Care Providers

Our staff will work with your physician or other provider to help you get the comfort care you need. We will visit you in your home and together with you, your family and your provider, we will create a plan of care that helps you get the best possible quality of life.

We are available to you to answer questions and help you manage your symptoms. With your permission, we will keep your provider updated on how you are doing and the support we are providing.

Anyone May Initiate a Referral

Service area.

Engage Every Employee, Every Day

Journey is shifting the way modern companies prioritize mental health. Our proactive, inclusive tools engage employees on a daily basis, and help to create a thriving culture where employees feel seen, cared for, and supported.

TRUSTED BY MANY OF THE MOST ADMIRED COMPANIES IN THE WORLD

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Increase Your Engagement by 10X

Journey’s innovative employee engagement program is designed to help your team members live happier, healthier, less-stressed lives. With an average of 30% employee engagement per month, Journey is proven to increase engagement by up to 10X compared to the average EAP.

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Reimagining Employee Assistance Programs (EAPs)

Employee Assistance Programs (EAPs) have long been relied upon to provide support to employees, but traditional EAPs have several limitations that often leave employees feeling unsupported and disconnected. Common problems with existing EAPs include low engagement rates, poor employee experience, a lack of inclusive resources, and minimal organizational support and integration.

We recognize these shortcomings and take a different approach to employee wellbeing. Journey Proactive EAP is a first-of-its-kind proactive EAP designed to engage every employee every day. With Journey, employees feel seen, supported, and empowered to lead healthier, happier lives.

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Global Offering Rooted in Diversity & Inclusivity

We have focused on diversity, equity, and inclusion since our founding in 2015. We provide inclusive resources and support for all employees, including those with diverse needs such as different languages and intersectional identities. With a network of 75,000 global providers, including 40% providers of color and 12% LGBTQ+ providers in the US, we offer a diverse range of services to help employees find what they need when they need it. Our website features content in 27 languages and we provide accessibility for different learning styles, including closed captioning, multiple languages, and transcripts.

Delivering Measurable Results for Your Employees

Across all Journey clients, employees reported significant improvements

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10% Increase in Productivity

  • When your employees are engaged, they're more productive. Journey's program is designed to help team members feel more connected to their work, their colleagues, and their workplace. By providing them with the tools and resources they need to succeed, Journey helps employees feel empowered, engaged, and motivated to perform at their best.

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14% Increase in Focus

  • Journey's program is also designed to help employees improve their focus and concentration. By teaching them mindfulness techniques, stress management skills, and other wellness practices, Journey helps employees reduce distractions and stay focused on their tasks. This can lead to increased productivity, higher quality work, and better overall results for your business.

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20% Reduction in Stress

  • Stress is a major problem in today's workplace, and it can have serious consequences for both employees and employers. High levels of stress can lead to burnout, absenteeism, and decreased productivity. But with Journey's program, employees can learn how to manage their stress levels and build resilience. This can lead to a happier, healthier, and more engaged workforce.

Deliver Meaningful Results for Your Organization

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Reduce Your Medical Claims with Journey

In addition to boosting employee engagement, Journey can also help you reduce your healthcare costs. In a 2022 study, Journey saved employers $580 per employee per year in healthcare costs alone.

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Deliver Significant ROI

Journey delivers a 5-10X ROI based solely on reduction in healthcare costs. By helping employees improve their overall health and wellness, Journey can help prevent illnesses and reduce the need for expensive medical treatments, leading to significant cost savings for your organization.

“We have been thrilled with our partnership with Journey and the incredible adoption rate we’ve seen from our team members and their families.” — Holly May, EVP & Global Chief Human Resources Officer, Walgreens
“I can’t think of many more pressured work environments than a law firm. Journey has provided an outlet for our staff… by way of an inviting, accessible program.” — Ronald H. Shechtman, Managing Partner, Pryor Cashman LLP
“Our partnership with Journey has been nothing short of amazing. Participation and enthusiasm from our employees far exceeded our expectations!” — Deirdre Johnson, Senior Vice President, Human Resources, Houlihan Lokey
“Journey has been an incredible asset to Warby Parker’s Health + Wellness initiative. The workshops we’ve done together have not only taught our employees how to find a calm inner peace in the workplace but have also served as a great tool for transforming personal lives.” — Zac Felsenstein, Head of Employee Experience, Warby Parker

Get in touch to see how Journey can help your team members live happier, healthier, less stressed lives.

Find out how to improve engagement at your organization.

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10X Your EAP Usage

While EAP usage remains low, employee burnout and the costs associated with mental health are on the rise.

Download our free guide with six strategies HR executives can use to reimagine their EAPs for increasing engagement and reducing burnout.

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    to 62640, or chat. In a crisis call or text 988.*. Go. One of NAMI's main goals is to ensure that people get help early. Since mental health conditions typically begin during childhood, adolescence or young adulthood, we have compiled essential information and resources intended to help young people get the mental health support they need.

  3. What Is Journey-as-a-Service?

    A customer journey is the arc of engagement with a particular brand or service. As customers move through the five customer journey stages—awareness, consideration, purchase/decision, retention and advocacy—they interact with a variety of systems through multiple channels. Those systems span marketing, sales and service technologies.

  4. Free Online Journal & Diary App

    Journey® is a journal and diary app that is available on multiple platforms; iOS, Mac OS, Web, Chrome OS, and Android. Join millions of Journey users, from all walks of life, to embark on your unique life journey towards a deeper gratitude for life, better health, and a calmer mind through journaling.

  5. Peer Journey to Hope

    The Peer Journey to Hope program provides peer recovery services to individuals with mental health concerns throughout their recovery journey, either as a standalone service or as a complement to other CSB services.. The program aids individuals to successfully enter and navigate systems of care, remove barriers to mental health recovery, stay engaged in the recovery process and live full ...

  6. Customer Journey Management: The Complete Guide

    Customer journey management is the art of being able to understand, map, design, and improve the interactions and processes that make up the entire customer experience. It's a discipline stemming from the idea that no matter how a customer interacts with your brand, that interaction is one part of a larger journey and not just an individual ...

  7. Journey Center for Safety and Healing

    Login24-Hour Helpline 216.391.4357 (HELP)Live ChatDonate. Scroll. You are not alone. We are here for you. Contact Us. Journey Center for Safety and Healing (formerly Domestic Violence & Child Advocacy Center) provides information and services for domestic violence, child abuse and more. In The News. Featured.

  8. This New Personalized Travel Service Makes Online Travel ...

    Tourist Journey. Launched last summer, Tourist Journey aims to make the luxury of personalized travel planning quick, easy, and accessible to all. Using its "Create My Journey" feature, travelers ...

  9. Customer Journey Maps: How to Create Really Good Ones [Examples + Template]

    Breaking down the customer journey, phase by phase, aligning each step with a goal, and restructuring your touchpoints accordingly are essential steps for maximizing customer success. Here are a few more benefits to gain from customer journey mapping. 1. You can refocus your company with an inbound perspective.

  10. What is CX (Customer Experience)?

    Journey innovation finds new sources of value, such as new services, for both the customer and the brand. This involves companies mining their data and insights about customers to figure out what other services they might appreciate. ... And in complex B2B sectors like industrial services—think aftermarket service contracts for jet engines ...

  11. Customer Journey Mapping Consulting Services

    Our customer journey consulting combines BCG's traditional hypothesis-driven approach with a discovery-driven technological perspective, mixing strategy and design engineering for exceptional outcomes. We define, develop, and enable ambitious pilots, minimum viable products (MVPs), and at-scale digital product and service experiences.

  12. Mapping A Customer Service Journey to Improve Customer Experience

    Mapping the Customer Service Journey to Improve Customer Experience. In the days before Google Maps, finding directions to a new location, especially if it was in an unfamiliar city, took careful planning and attention. Routes had to be determined long before leaving, and an extra time cushion was absolutely necessary to accommodate for any ...

  13. Huntsman Mental Health Institute

    Begin Your Journey To Better Mental Health . A welcoming and healing environment close to home If this is a mental health crisis, please call 988 ... Our compassionate team is on standby to connect you with a spectrum of mental and behavioral health services. Our offerings range from individual counseling sessions to comprehensive treatment ...

  14. Customer Journey Map: Everything You Need To Know

    A customer journey map is a chart that displays the stages your customers experience when interfacing with your business. ... Your financial situation is unique and the products and services we ...

  15. The Service Journey

    The Service Journey. The Service Journey is an approach to living and serving well. To making a real difference people can see and feel. It encompasses four simple phases: Learn, Discover, Act, and Celebrate. We love these words because they transcend organizational formulas.

  16. How to Map the Evolving Customer Journey in Financial Services

    Phase 2: Qualitative Insights. Phase 2 shifts the focus to the user - to construct the current user journey, our research team begins by documenting the common tasks, pain points, needs and emotions that customers experience as they engage with the brand. We often accomplish this phase through qualitative research such as interviews, user ...

  17. Mapping the cross-agency customer experience

    A journey is one way to look at an experience and tell a story. Many in the private (and now public) sector use a process of "journey mapping" to provide multiple stakeholders with a common understanding of how a customer interacts with a service. You may have heard of tools like "user personas," "customer maps," "user journeys ...

  18. JOURNEY Housing

    To Be Considered. To be considered for JOURNEY Housing, young adult must first be involved in JOURNEY to Successful Living; a program designed to strengthen the system of care in Hamilton County for transition-age youth and young adults ages 14 to 21, with serious emotional challenges, and their families.It is the purpose of JOURNEY to create a broad-based, sustainable systemic change ...

  19. 4 Strategies to Simplify the Customer Journey

    But what does it take to build a customer experience that's smooth and simple from end to end? In this piece, the author offers four strategies to ensure simplicity is baked into every aspect of ...

  20. Frequently Asked Questions

    Journey Center advocates can provide referrals for attorneys and legal services for victims. As advocates we speak with each victim about their unique systems, explaining the court process and help victims explore and consider all their options with an emphasis on safety and self-determination.

  21. Journey rocks Grand Forks' Alerus Center with two hours of '80s hits

    When keyboardist Jonathan Cain (who midway through the show donned a UND hockey jersey) played the well-known opening riff just three songs into Journey's set, the Alerus Center erupted.

  22. Services

    Services. For more information or assistance call today! 844.656.8763. The decision to begin hospice care is yours and your family's alone. JourneyCare will be with you every step of the way.

  23. Services

    Safe Journey provides a variety of support services for victims including counseling, support groups, medical and legal advocacy and emergency shelter as needed. Counseling sites include online, Union City, Corry, Edinboro, North East, and Girard. Call the Hotline (814) 438-2675. A 24-Hour Hotline.

  24. Services

    Cybersecurity is at the center of all Journey services and covers all layers of the client environment. Key services include: - Real-time threat hunting and response to security events (MDR) - Security Information and Event Management (SIEM) - Protection against lateral movement. - Protection of endpoints and servers.

  25. Is GenAI a game changer for the emobility ecosystem?

    The automotive industry is witnessing a technological and transformative revolution. Electric mobility and digitalisation have grown exponentially to gain prominence in the automotive sector in the last decade, so much so that the largest value pools by 2030 are now expected to be Software and EVs. Artificial Intelligence (AI) technology is an essential segment of digitalisation and has ...

  26. Journeys Palliative Care

    Anyone May Initiate a Referral. Physicians may make referrals. Individuals may refer themselves or family members. A physician or other provider's referral is also needed and our team can assist in obtaining this. Simply call the Wings of Hope Office at 269-686-8659. Contact.

  27. 'My journey ends': Without IVF, this Alabama uterine transplant patient

    Time is running out for Elizabeth Goldman to have one more baby with the uterus she received in a transplant two years ago. Her IVF treatments were halted after a state Supreme Court ruling last ...

  28. Mental Wellbeing, Together

    Engage Every Employee, Every Day. Journey is shifting the way modern companies prioritize mental health. Our proactive, inclusive tools engage employees on a daily basis, and help to create a thriving culture where employees feel seen, cared for, and supported. Request demo. Journey is shifting the way modern companies prioritize mental health.

  29. PDF Women Veterans: THE JOURNEY TO MENTAL WELLNESS

    may also receive special services including confidential counseling and treatment for mental and physical health conditions related to MST. And yet, too many women veterans are unaware of the resources available to them or struggle to access the . timely, quality mental health services that are essential to . recovery and overall well-being.

  30. How To Start A Podcast And Make Money In 2024

    Starting a podcast can be fun, engaging and lucrative. Depending on your goals, you could be starting a podcast as a fun hobby, a side hustle or as a business right from the get-go. In this ...