A bird’s eye view of customers’ needs

Customer journey maps reveal gaps in customer experiences and explore potential solutions that customers value.

They help businesses to walk in their customers’ shoes and experience the brand from the customer’s point of view. They give everyone in the business a complete picture of how customers experience the products, services and brand in their daily lives.

Man writing on Post its for a CJM

What a customer journey map reveals

A customer journey map unapologetically shows what’s really happening during each customers’ journey with your business.

The customer journey map identifies the broken parts of the customer journey that require urgent attention. Identifying obstacles and turning them into opportunities helps validate and quantify the ROI of fixing these problems.

At the heart of a customer journey map are customer feelings, motivations, wants and needs, that is the customer truth. By revealing these emotions and desires, the maps educate employees, helping them to empathise and to take action.

When there are multiple customer types and multiple touch-points, trying to understand the journey your customers have with your brand can be extremely complex. A customer journey map removes this complexity and illustrates it in a way that everyone in the organisation can understand, simplifying complex customer interactions across channels and departments.

Open Gumtree Customer journey map portfolio

Truly understand our customers’ journey

Access deep insights and uncover blind spots along your customers’ journey and turn problems into opportunities

Get in Touch

How a Customer Journey Map is created

Customers go through more stages than just buying and using a product or service. They interact with an organisation directly and indirectly across multiple channels and touch-points.

At each point for a customer, there are many incentives and obstacles to doing business.

A comprehensive journey map shows each customer touch-point clearly, and viewers can absorb each interaction from a new perspective.

Why Customer Journey Maps are valuable

A customer journey map reveals key customer pain points and negative moments of truth where process, system and service failures are revealed. It digs deep to indicate what your customers are thinking, wanting and doing as they engage with your services.

When it comes to discovering exactly where customers struggle with a service or interaction, and where change is most needed, there are few tools more powerful.

2 women standing in front of a CJM pointing at details Man filling in information on a CJM

“A customer journey project doesn’t deliver a set of conclusions or recommendations. The true value of a CJM comes in when employees really embrace the study and keep themselves immersing into the deliverables, time after time, after time. Therefore the quality of the deliverables is very important. Proto pay in-depth attention to the quality and usability of their deliverables.”

Coen Horrevoets, Head of Product at Gumtree

Truly understand our customers’ journey

Access deep insights and uncover blind spots along your customers’ journey and turn problems into opportunities

Get in Touch

Delivering phenomenal outcomes


“Working with Proto was a leap of faith, but they have become a major strategic partner in our CX evolution. The work they've developed and the way we've been able to embed it in the organisation has been absolutely phenomenal, and we're getting the outcomes we want.”

Felicity Clark Customer Experience Manager

Creating empathy to deliver outstanding results


“Proto were a pleasure to work with. They were adaptive and responsive, and developed a deep empathy for both the client and their customers. The quality of their products and services was outstanding.”

Michael Storey Manager of Customer Research and Strategy at Sydney Water

Halving your customer churn


“Without the customer experience insights from the research program, we would not have been able to identify the acquisition issues that we had. Changes to the customer interactions that led up to financial protection have reduced the outflow rates by 50%.”

Felicity Rowcliff Dean Customer Centred Design Manager

Take your NPS score to the next level


“From an NPS perspective, I have gone Spinal Tap on you guys and gone to 11. I still think the work you did with us, the way you went about it and the deliverables amounted to one of the best pieces of consulting advice I’ve ever commissioned.”

Matthew Liebmann Former Chief Operating Officer

Exceptional prototyping


“The outcome of the prototyping has been exceptional and we continue to use the knowledge and expertise that Proto shared with us during their engagement. The icing on the cake for me was that Proto captured all of the insights from the customer workshops into an organisational asset that we now use as an integral part of our toolkit for training and briefing new team members.”

Sharon Nanetti Optimal Care Program Director

Prioritising what matters


“Proto’s in-depth customer research helped us to uncover underlying customer needs that wouldn’t have been possible without an ‘outside-in’ approach. The team identified the core customer problems and provided actionable insights that enabled us to remove key areas of customer friction and frustration and redesign a credit card experience like no other.”

Christian Johansson Head of Marketing, Customer Finance

Achieving a 20 point increase in NPS


“I have worked with Damian and the team at Proto for several years. In this time, they have worked collaboratively with us to build a roadmap of strategic ‘outside-in’ initiatives that ultimately resulted in a 20 point increase in NPS. They imparted a great deal of CX knowledge, approaches and tools that have been invaluable to the team and the business.”

Amanda O'Donnell Head of Customer Experience

Insight driven, customer centric ideas


“Proto revealed and captured a ton of insights, putting Gumtree in a position where we can take our experience from good to great!”

Coen Horrevoets Head of Product

Award-winning customer experiences


“We won the AFR Smart Investor SMILES award for Best Online Broker. This award is based on customer voting and I believe this was as a result of a clearer focus on our existing clients which you helped us to understand.”

Arnie Selvarajah Chief Executive Officer

Design that reduces cost to serve


“The Proto team demonstrated flexibility in their approach which made such a refreshing change. They took the time to coach and mentor each of us in a highly creative and energetic environment. Furthernore, they helped us exceed our customer satisfaction targets, all whilst stripping out in excess of 20% of our service costs in under 12 months. Proto helped us to stay focussed on the customer which enabled us to win in the market.”

Matthew Anderson Chief Operating Officer

Service innovation at scale


“We worked with Proto on an exciting & unprecedented challenge at Optus, to design the customer experience of the future. Damian & the team had high energy & together we operated as ‘one team’. Proto worked hand in hand with us to bring the internal team up to speed, & also brought in global experts to work with us to take our deliverables to another level of quality & innovation.”

Dan Sunderland Director of Customer Experience Strategy and Planning

Actionable Customer Strategies


“Proto developed a membership strategy that addressed points of friction along our members journey, identified opportunities to improve and clarified the types of engagement that our members needed at the different stages in their career. We were impressed with the depth of insight that Proto were able to bring to the project - as well as the energy and ideas that they helped to generate.”

Sarah Prescott-Thompson General Manager Shared Services

About Us

Find out what drives us and how our passion for designing, enabling and scaling outstanding services delivers what your customers really want.

Read About Us

Our Work

Find out how we’ve helped some of Australia’s biggest brands transform their approach to delivering an outstanding service experience.

View Our Work

Join the Proto community and receive practical resources to help you become more customer-centric!

Welcome to the Proto community! Our goal is to provide you with not only the latest insights into Experience and Service Design, but provide you with ongoing support and ideas to improve your customers and employees experience.

Subscribe