Customer journey maps reveal gaps in customer experiences and explore innovative 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.
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.
Access deep insights and uncover blind spots along your customers' journey and turn problems into opportunities
Get in TouchCustomers 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.
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.
"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 GumtreeAccess deep insights and uncover blind spots along your customers' journey and turn problems into opportunities
Get in Touch“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.”
“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.”
“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%.”
“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.”
“Over the last 18 months, we've constantly referred to the work Proto did for us when designing and developing all the improvements to the app we're making. We've found their work to be highly valuable and has resulted in significant improvements to the MyOptus App that, without their insight wouldn't have been possible.”
“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.”
“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.”
“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.”
“Proto revealed and captured a ton of insights, putting Gumtree in a position where we can take our experience from good to great!”
“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.”
“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.”
“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.”
“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.”
“Working with Proto was very much a partnership. We worked hand-in-hand to put CX on the map within the organisation. The team are flexible, trustworthy and do what it takes to achieve the best outcome. If you’re looking for a quality agency, providing quality data and insights – Proto are your guys. We received over 90 initiatives from the project of which 79% have now been implemented and we are seeing the benefits flow through!”
“Proto integrated into multiple simultaneous projects to ensure we achieved the best outcome. They brought real clarity around customer needs, the fundamental elements of our value proposition and provided a clear roadmap of where we're trying to get to. This allowed us to differentiate beyond the traditional proposition. As a result, one customer-informed initiative we developed was loanScore™. This unique innovation helps customers see how good their home loan is and evaluate their options for a better deal.”
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