Customer Journey Mapping Playbook, Step by Step for 2027

See your organisation as a customer does and fix what gets in the way, with seven plays from scoping one journey to mapping it, tracing root causes and owning the improvements.

Who it's for

Managers, team leaders and consultants who want to see their organisation the way a customer does, and then fix what gets in the way. It works for shops, clinics, public services and firms that sell to other businesses; each play is a two- to four-hour workshop or a week of fieldwork for five to eight people.

What you'll learn

• Scope one customer and one journey with a clear trigger, end point and business objective on a Journey Scope Card
• Gather evidence before you map, from customer interviews, complaints and reviews, drop-off figures, front-line staff, a mystery shop and your own walk-through
• Map the current journey stage by stage, with touchpoints, customers' own words, an emotion curve and evidenced pain points
• Find the moments that matter with importance–performance analysis (John Martilla and John James), Jan Carlzon's moments of truth and the peak–end rule described by Daniel Kahneman and colleagues
• Trace each priority moment backstage to a root cause someone can change, using a light version of G. Lynn Shostack's service blueprint
• Turn pain points into “How might we…” questions, score ideas for impact and effort, and test quick wins with five customers
• Give the journey one owner, a scorecard with baselines and a monthly review that decides the next improvement

What's inside

• 43 pages, 7 plays
• Every play sets out its objective, when to use it and when not to, the time, people and materials it needs, numbered steps, a diagram, a ready-to-use template, an illustrative example from a fictional UK organisation and common mistakes to avoid
• One template per play: Journey Scope Card, Evidence Plan and Log, Current-State Journey Map, Moments-of-Truth Scorecard, Backstage Trace, Improvement Backlog, and Journey Scorecard
• A closing action plan, Your Six-Week Journey Mapping Project, with a one-page checklist that runs all seven plays in six weeks
• PDF in A4 format — read on screen or print
• Instant download after purchase

Contents

1. Scope the Journey and the Customer
2. Gather Evidence Before You Map
3. Map the Current Journey
4. Find the Moments That Matter
5. Trace Pain Points Backstage
6. Design and Prioritise Improvements
7. Measure and Own the Journey

Part of The Business Library

This playbook is one of the 55 ebooks in The Business Library, available together for £109 (worth £1,437 if bought separately: the total of the individual prices of the included titles in our store). It is also included in The Ultimate Business Bundle, which adds 8 checklists and toolkits and 10 workbooks — all 73 products for £147.