2.5 Customer Journey Mapping

Visualizes the full customer experience to find pain points and opportunities. Launch on platform.

What is it?

Dragonfly's Customer Journey Mapping Lens visualises the complete customer experience from initial awareness through advocacy, revealing touchpoints, emotions, pain points, and strategic opportunities. It creates comprehensive experience maps that identify competitive advantage opportunities through superior customer experience design and optimisation.

Why is it useful?

• Map complete end-to-end customer experience across all journey stages from awareness through advocacy and retention

• Identify critical pain points and friction sources that undermine customer satisfaction and competitive positioning

• Reveal moments of truth—critical experience points that disproportionately shape overall customer perception and loyalty

• Design targeted experience improvements that create measurable competitive differentiation and business value

• Optimise touchpoint integration across digital, human, physical, and partner channels for seamless omnichannel experiences

• Translate customer insights into strategic opportunity matrix with prioritised initiatives based on impact and implementation effort

How does it work?

The Customer Journey Mapping Lens applies systematic customer experience analysis to create comprehensive journey visualization and identify strategic intervention points for competitive advantage.

Customer Persona Development and Journey Scoping

• Focus: Define primary customer profiles and map journey boundaries from first awareness through long-term advocacy behaviour

• Example: Creating detailed B2B software buyer personas including procurement managers, IT directors, and end-users, mapping their 8-month journey from problem recognition through contract renewal and expansion decisions

Six-Stage Journey Architecture and Touchpoint Mapping

• Focus: Document customer actions, touchpoints, emotions, and pain points across awareness, consideration, purchase, usage, retention, and advocacy stages

• Example: Mapping healthcare patient journey revealing 47 touchpoints from initial symptoms through treatment completion, identifying critical gaps between online scheduling and in-clinic experience that create anxiety and dissatisfaction

Pain Point Analysis and Moments of Truth Identification

• Focus: Systematically identify friction sources and critical experience points that disproportionately impact overall customer perception

• Example: Discovering that lengthy onboarding process creates 40% customer drop-off in first 30 days, while positive support interactions during usage phase generate 3x higher retention rates and referral likelihood

Multi-Channel Touchpoint Integration and Experience Design

• Focus: Analyse digital, human, physical, and partner touchpoints to create seamless omnichannel experience architecture

• Example: Identifying disconnected experiences where customers research online, purchase in-store, but receive support through call centers with no shared customer context, then designing integrated platform that provides consistent experience across all channels

Emotional Journey Mapping and Satisfaction Driver Analysis

• Focus: Document customer emotional states throughout journey and identify functional versus emotional satisfaction drivers

• Example: Revealing that while functional performance meets expectations, emotional frustration from unclear communication creates negative perception, leading to communication protocol redesign that improves NPS scores by 23 points

Strategic Opportunity Matrix and Implementation Roadmap

• Focus: Prioritize experience improvement opportunities based on customer impact, business value, and implementation complexity

• Example: Creating implementation roadmap that addresses high-impact quick wins (streamlined onboarding process) alongside strategic initiatives (integrated customer platform), with projected 15% improvement in customer lifetime value over 18 months

Turning Customer Journey Mapping into Action

• Implement customer-centric experience improvements based on actual journey analysis rather than internal assumptions about customer needs

• Create integrated omnichannel experience architecture that eliminates touchpoint friction and creates competitive differentiation

• Design systematic customer experience measurement and optimisation capabilities that continuously improve customer satisfaction and business performance