Customer Journey Mapping in 4 steps


Resource: (adformatie, sd).

Customer journey mapping is a customer focused method for developing innovative service concepts and the optimization of customer processes and services. It shows where to improve the customer contact to achieve an optimal customer experience across all channels (Bekel, 2015). It describes the experience of the customer during the journey. The journey begins at the orientation and ends when the guests come home. Hotels can identify data by understanding their role in each step and by reacting in the proper way. By following and reacting in the right way, the hotels can improve the customer experience.

A customer journey mapping strategy focuses on the individual travellers. By using this strategy, a hotel can identify the desires and expectations of their guests and give the travellers the products and services they need at every step of the customer journey (Dent, 2013). The guests in a hotel need to be happy and satisfied because 91% will not return after they had a bad experience.

The customers have different expectations at every step of their journey. It is very important to reach the products and services at the right time during this journey. It is getting more and more important to create the experience around the customer.

To create a customer journey mapping strategy, follow the steps below.

Step 1: clear vision on the company

Before making a customer journey map, it needs to be clear as an organization what the company wants, what the company can do and how the company can do this. If the vision is clear, it will lead to more success. Moreover, the character of the company decides how it responds to the needs of the customer.

Step 2: make personas

The hotel needs to make personas. They need to know the type of customer and the value that the customer brings to the hotel. The most important touchpoints during the journey depends on the persona because every persona expects something else from a hotel experience. To have a good overall view, the hotel should make four to seven personas. Dent has four personas: business, leisure, family and special needs.

Step 3: identify the touchpoints in the customer journey

The next step after creating the personas is to identify the touchpoints in the hotel journey from the perspective of the different personas. By doing this, the touchpoints of the customer experience will reveal. For each touchpoint, we identify the different elements within that touchpoint. Consider which type of interaction there could be with the guest at that touchpoint.

The customer journey will looks as following:


Retrieved from: (CMSwire, 2013).

Step 4: analyse the points of improvement and look for solutions

Write down the points of improvement and look for as many as solutions as possible. After this brainstorming session, see which options are feasible for short-term and long-term objectives.

Customer journey mapping is important because the touchpoints whose are most important to interact with the guests, can be identified. By using this strategy the points whose are going well  become clear and also which can be improved to increase revenue and grow brand loyalty.


adformatie. (n.d.). customer journey to online purchase tools. Retrieved from adformatie:

Bekel, P. (2015). Customer journey mapping in 5 praktische stappen. Retrieved from Frankwatching:

CMSwire. (2013). Media. Retrieved from cmswire:

Dent, J. (2013). Customer Journey Mapping: A Walk in Customers’ Shoes. Retrieved from ascendforairlines:

van Nouhuys, R. (2011). Customer Journey Mapping: klantervaring als inspiratie voor strategie en ontwerp. Retrieved from frankwatching:



One thought on “Customer Journey Mapping in 4 steps”

  1. I could imagine reading this on LinkedIn. It is clear, quick and easy to read. The whole layout feels welcoming, so much that i could envision people discussing it below (for and against). The four steps seem logically sound for small businesses to understand and realistically apply.


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