Journey mapping

Capturing insights into your customer’s experiences to drive relevancy and results.

Today’s customer experiences have never been more complex—nor have they afforded greater opportunities. The more you understand your customers, the more you can build business value by deepening their level of engagement with your company.

KPMG journey mapping is an easy-to-use, proprietary, drag-and-drop authoring tool designed to provide insights by capturing your customer’s experiences with your brand across different touchpoints — from first awareness through purchasing and beyond — with a high degree of accuracy.

Our journey mapping approach is based on:

  • industry best practices
  • design thinking
  • human-centric design.

An evidence-based, action-oriented and highly human approach

Journey mapping is built on design thinking, a process that begins with insights into human needs, motivations and behaviors, focusing on the journey that actual customers take with a company. Instead of merely looking at how people act, it tells the story of why they act.

This “outside in” view is a unique way to identify unarticulated needs. From there, we incorporate not only their outer journey — what they're 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 moving forward.

Relevancy drives business results

KPMG journey mapping empowers you to provide the right experiences to the right person at the right time and in the right way, helping you change customer behavior in a way that meets your objectives.

Part of KPMG CYCLE, this design thinking and collaboration platform supports the rapid prototyping of ideas by cross-functional teams. By bringing the map and designs together in one place, a shared understanding for everyone involved is supported.

As a result, our journey maps are “living” documents that can be easily changed to keep pace with developments in the customer experience and business circumstances.

Some or all of the services described herein may not be permissible for KPMG audit clients and their affiliates.

Related insight

KPMG Journey Mapping Services


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