The Customers expectations about their brand experiences along the customer journey are subject to different changes in 2024; Under which, changes in the Voice of the Customer (VoC), making the next moves in personalization and emotional AI. To understand the customer journey and match with the changing expectations are critical to achieve business success. On a high level: reduce churn, decrease inefficiencies by removing pain points and increase revenue through loyal customers and recommendations. With journey mapping, map and understand – based on VoC – the experience during each stage of the customer journey. In this post. Explanation of Customer journeys & buyer journeys and journey mapping. The difference of  journey management and journey mapping. The benefits of Journey management based on continuous CX improvement. Presentation of VoC and the changes in VoC. What tools or technology – journey management tool, VoC, CRM, CMS – is needed. Read on!


  1. What are customer journeys & buyer journeys, what is journey mapping?
  2. What are the benefits of Customer journey management based on continuous improvement?
  3. Voice of the Customer, what are the changes for 2024?
  4. What kind of tools or technology is needed?
  5. Conclusion and more information

1. What are customer journeys and buyer journeys, what is journey mapping? journey mapping

Picture, outside in customer journey reflects the business processes

Customer journeys?

Customer experience (CX) starts with understanding the *customer journey; the customer interactions that a customer is going through when engaging with a brand or organization during each stage of the relationship. An end-to-end process from initial awareness to post-purchase interactions. An outside in approach based on the Jobs to be done (JBTD) from a Customer.

Journey mapping?

Journey mapping is a technique used to visualize and design the interactions a customer takes when interacting with a product, service, or system (e.g., webshop). It involves creating a detailed map that outlines the customer interactions with the touchpoints, thoughts, and emotions at each stage of the journey. The goal of journey mapping is to gain a deep understanding of the CX, identify pain points and uncover opportunities for improvement. It help businesses empathize with their customers, prioritize CX improvements & design decisions and to drive a successful business with engaged customers and engaged employees through satisfying experiences.

CX and journey mapping are a strategic approach to result in increased both customer & employee satisfaction & loyalty.

Bottom line, it drives a sustainable, competitive advantage in today’s fast changing world.


  • B2C, a customer journey with only one customer: the consumer. B2C purchase usually comes from a need and the decision making unit (DMU) is often the same for almost all B2C purchases, it mostly includes: colleagues, friends, acquaintances, family
  • B2B, a buyer Journey with different stakeholders (and needs): the involved people with a purchase of a service or a product. A B2B purchase has often a complex DMU. It involves all kinds of people with different responsibilities, interests, and (information) needs. To complete the purchase, there are all kinds of different people you need to consider.

 Post Customer & buyer journey and touchpoints

1.1. Levels of Customer journey mapping maturity

I see in practices consecutively the following levels of journey mapping:

1.1.1. One of journey mapping current state

The first steps in journey mapping. Often an one of exercise and just mapping the current state.

  • it is used to determine the touchpoints of the customer journey for embedding the touchpointsin a (new) CRM system
  • it is used to determine the customer journey on a high level as a start to determine and improve the experience

Why an one of exercise, observations:

  • there is no long term strategy, a vision with a “ long term money approach”
  • it is hard to get accurate VoC data, for example because of data silos
  • there is no C-Level buy in

1.1.2. One of journey mapping future state

Mapping both the current state and the future state. Also often an one of exercise.

  • used to design an optimized services or design a new business service
  • used to improve the experience to solve an issue; e.g., a high churn

Why an one of exercise, observations:

  • there is no link between the journey mapping initiative and the overall objectives
  • it is hard to get C-Level buy in for making the next steps, for example the ROI is not based on facts

Approach journey mapping current state and design the future state with the double diamond:

journey mapping with double diamond

Picture, journey mapping approach with double diamond

 Post Breaking down the silos through journey mapping. Approach with double diamond

1.1.3. Journey management

So, with an one off journey mapping initiative there is no continuity. Although customers and markets are changing, the business remains the same and eventually dies.

To create continuity:

  • link journey mapping to the overall objectives: it creates C-Level buy in
  • make a clear – fact driven – ROI per improvement initiative related to the objectives
  • create awareness and get commitment on all levels for a flow of continues CX improvement related to the objectives

See paragraph below.

2. What are the benefits of Customer journey management based on continuous improvement?

Journey management

Picture, continues CX improvement with journey management

When I summarize, managing customer journeys is a prerequisite for the triptych of engaged employees => engaged customers => successful business. With continuous improvement, anticipate on the ongoing changing expectations and needs like new touchpoints.

By successfully, continuous, mapping and understanding the customer journey:

2.1. Benefits customers:

  • personalization, journeys with the right mix of a digital and a human touch which reflects the brand values
  • reduced pain and friction when interaction with different departments through the different touchpoints
  • relevant content and recommendations

2.2. Benefits business:

  • increased loyalty and retention, encourages repeat business
  • improved satisfaction and advocacy, recommendation the organization to others
  • competitive advantage, brands that effectively manage the journey gain a competitive edge by differentiating themselves through superior experiences
  • increased revenue and business growth, satisfied and loyal customers make additional purchases and contribute to revenue growth
  • cost savings, eliminating unnecessary touchpoints and removing inefficiencies helps the brand save time and money

2.3.  Approach

The approach depends on the starting position of a business; The context of the business. The CX maturity and CX culture. Is there a strategy?

10 step approach on a high level:

1. link the journey mapping program with the overall objectives

2. make a deep dive of understanding the customers and create the different personas

3. map the customer journey current state by identifying the various touchpoints for the different customer interactions

4. VoC data, gather customer data and investigate the customer needs, emotions and pain points at every touchpoint. Connect with the VoC sources: solicited feedback (focus groups, customer panels, CSAT or NPS surveys and customer interviews), unsolicited feedback (customer comments on social media, informal conversations, chat transcripts, unprompted emails.) Transactional data: ERP,  CRM and CMS data like purchase transactions, customer interactions, service requests, website analytics.

5 CX improvements through analyzing the data; identify pain points and discover areas for improvement along the journey

6. design the experience future state, align touchpoints with customer needs and expectations

7 create for the improvement opportunities a business case with a clear ROI

8. prioritize the improvement opportunities; low hanging fruit, long term culture change and short term/ mid term wins

9. build and implement the related IT change and business change for the improvement opportunities

10. measure and celebrate success!

Journey management is an ongoing process that requires regular monitoring and optimization. As customers and employees change, their needs and expectations change; businesses has to adapt accordingly.

3. Voice of the Customer, what are the changes for 2024?

3.1. Voice of the Customer?

Voice of the Customer or VoC programs consolidate customer feedback into a formal, integrated and actionable insights generation engine. In recent years, VoC programs have emerged from a CX tool to an important business priority, primary due to their business impact on revenue generation and customer engagement. There are increasingly VOC platforms to gather and analyze customer feedback across various channels, such as social media, surveys, and customer support interactions. Additionally, VOC strategies evolved to encompass a more holistic approach, integrating feedback from diverse sources to gain deeper insights into customer behavior and sentiment.

3.2. VoC Changes

  • VoC developments continued to focus on enhancing customer experience through advanced analytics and personalized interactions
  • AI-driven insights: to automate tasks, personalize the experience, and predict customer needs
  • integration with CRM systems and automation tools became more common, enabling businesses to respond quickly to customer needs and preferences
  • decreasing respons rates or even abandoned surveys, new ways gathering feedback like 1:1 interviews

4. What kind of tools or technology is needed?

Picture, Technology as an – inseparable – means to the end, the CX challenge.

Some of the tools you will need.

4.1. Journey mapping tool


  • Journey mapping, with for example Miro for creating journey maps.
  • Journey management: create the current and future state, prioritize the initiatives and create a business case, continuous improvement based on collaboration and track changes over time. Cemantica

 Journey management tool Cemantica

4.2. VoC tool

  • to gather feedback from customers to identify pain points and areas for improvement. Lumoa for large amounts of feedback data:

 VoC platform Lumoa

4.3. CRM tool


    • integration of all physical  and personal touchpoints; CRM as the central placeholder for all customer interactions, enabling to track and manage the customer journey effectively
    • marketing automation: automate and personalize messages to customers at different stages of the journey
    • customer service automation: to streamline support interactions and manage customer inquiries
    • central Customer data & insights placeholder

For example CRM players: SalesForce, Microsoft CRM, SugarCRM, Hubspot and others.

4.3.1. CRM Selection?

Looking for a CRM tool and the selection of a CRM tool?

CRM selection The Best CRM and Cx

Picture, approach CRM selection

 More information CRM Software selection

4.4. Content management system (CMS):


  • to create and manage content for different stages of the journey, content that is consistent, timely, and relevant.

There is wide range of different CMS tools available on the market.

4.5. Others

Other systems with relevant customer data:

  • Customer data platform
  • ERP systems
  • ….

5. Conclusion and more information

To drive successful – customer centric – business is more challenging nowadays than ever. It requires a long term vision and (new) leadership. With customer centric business through journey management, drive the competitive advantage. Journey management is an ongoing improvement process, customers are looking for a hassle free business which is personalized for their needs. Customer needs are changing, markets are changes. Those business who can successfully reflect and adept on the changes will survive.

5.1. More information is happy to think about your CX and journey management challenges and how to provide with help. Looking for a journey management tool? is a global distribution partner of Cemantica. Looking for a VoC tool? Edwinbest,org is distribution partner for Lumua.

More information, to get in touch?
Call +31308771370 or WA / text +3163989242 or e-mail or fill in the contact form:

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