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Looking into customer journeys & experiences

Looking into customer journeys & experiences

An evidence-based, action-oriented approach.


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Looking into customer journeys & experiences

Today’s customer experiences have never been more complex—or filled with greater opportunities for companies. The more a company can understand the customer experience, the more it can build business value by enhancing this experience and changing customer behavior.

The KPMG Journey Mapping process begins with insights about human needs, motivations and behaviors, focusing on the journey that actual customers take with a company. This “outside in” view is a unique way to approach identifying unarticulated needs and finding solutions to those needs. From there, we incorporate not only their outer journey – what they are actually experiencing and feeling – but also how that ties to their physical, geographic and social context. We also factor in all the KPIs and measures that drive a business. The result is a journey map that clearly identifies friction points and opportunities for maximum business impact, helping companies to accurately identify the right solutions and prioritize their efforts in moving forward. 


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