A story about sausages that are too long and… the customer journey.
21 June 2024
A daughter and her mother are standing together in the kitchen preparing dinner. The girl notices that Mom cuts a piece off the sausages before she starts frying them.
“Why do you do that, Mom?” she asks. The mother thinks for a moment and says, “I actually have no idea, I learned it that way from my mother.”
When the grandmother visits the family a little later, the mother thinks back to the moment and asks her mother for the reason. She, too, cannot give a reason. , except 'that's how I learned it from my mother'.
Meanwhile, fascinated by the reason, they decide to call the great-grandmother together. She bursts into laughter and explains that when she was young, they only had one pan, and it was too small to preserve a whole sausage... a problem that the generations after her have long since ceased to have.
A funny and perhaps relatable story, isn't it?
But what do sausages and pans have to do with your customer journey?
Moral of the story?
You probably don't know your customer journey well enough. No, even more so, I am certain that 80% of companies have not mapped out their customer journey sufficiently. This means there is a high chance that you fall within this 80%.
Why am I so sure of that? Over the years, your organization evolves and grows. Chances are very high that processes and practices have remained stuck in your customer journey 'because that is how we’ve always done it'. But are these still logical or even necessary?
Another aspect concerns all documents and communication that the client sees. When was the last time you laid them all out completely side by side? Exactly. 
So let this blog article also serve as a call to regularly take a close look at your entire customer journey and check whether everything is still running as you expect.
A customer journey, what is that actually?
That's all well and good, Sarah, but what do you actually mean when you talk about a customer journey?
The Customerry definition of a customer journey is as follows:
A clear and structured representation of everything your customer experiences and feels during the entire interaction with your company. This includes, for example, everything from the first time browsing your website to receiving invoices, using your services, and even the way your customer-supplier relationship ends.
We speak here solely from the customer's perspective, and therefore outline the steps in the “I (the customer) do X” format, and not from your company's perspective. As far as I am concerned, that is also the major difference between process mapping and the more marketing-oriented version of customer journey mapping.
Can I map out my customer journey myself?
Customer journey mapping is not rocket science in itself, so yes, it is certainly possible. In that case, however, I do advise taking a good journey mapping course so that you have a clear framework to work with.
However, first ask yourself whether a do-it-yourself approach is sufficiently efficient and whether you can free up enough time. After all, journey mapping is a time-consuming process and something you don't do every day. The preparation and subsequent processing should not be underestimated. Moreover, there are quite a few pitfalls you risk falling into as a newbie.
For me, the goal of mapping a customer journey is to create clarity and, from there, develop a clear action plan to implement areas for improvement. The customer journey exercise is therefore the beginning, not an end in itself. So, if you have no experience with journey mapping yet, I recommend enlisting external help.
And how much is that going to cost me?
A valid question, which depends on the goal and the size of your organization. Let's take a medium-sized SME in the B2B sector as an example. We require a day of preparation, followed by a multidisciplinary workshop within the organization itself. Afterwards, we process the data and provide an overview of the next steps. Budget? You can get started with this from €2,500 excluding VAT. However, are you curious about your current level of customer experience and customer focus in order to take the right steps from there? Then a Customerry scan is a good idea.
Finally: the golden Customerry tip
Watch out for corporate blindness if you get started on your own! Corporate what?
The phenomenon where you no longer see your own illogical elements in your customer journey because you are so used to them. Something we all struggle with. Recognizable by statements such as 'yes, but our system works that way'.
For that reason, I too seek assistance from external parties when scrutinizing our own customer journey, because, yes, even customer-facing experts often fail to see their own organization's blind spots.
You can prevent this by having someone who knows nothing about your company analyze your customer journey, or by having your new employees go through this exercise over and over again. Or by working with us, of course
Map your customer journey with the help of Customerry?
That means a no-nonsense approach with clear agreements upfront and a clearly measurable result afterwards. I bet you'll be surprised by the outcome.
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