What it takes to understand your customer journey

What it takes to understand your customer journey

28th October 2019

By Leonida Kombo,

A chain is only as strong as its weakest link. This is why customer-centric businesses worldwide are building visual representations of how their customers actually interact with each touchpoint of their business. This gives businesses an unbiased view of how customers experience their products or services and enables a business to evaluate whether they are truly delivering on their brand promise every step of the way.

Customer journey mapping helps businesses truly understand their customer pain points. This process if carefully done can act as a powerful visual tool that enables you to evaluate your customer behavior across different points of your business. This can enable you to spot opportunities for product innovation, improve operational efficiency, transform your human resource, boost customer retention and much more.

The first step in customer journey mapping is to observe customer behavior at the points where they interact with your business. You and your team should be able to list all the points at which customers interact with your brand. This could be your reception, call center, social media, cashiers and so forth. It is important to create a user persona to enable you to approach the mapping process from the perspective of your real customers while taking note of what your customers hope to gain from each touchpoint of your business.

You can then break down all the interactions and visualize them in order of how they occur. Naturally there may be several touchpoints within your business, however, you will need to focus most on the areas that are highly critical to you.

Customer journey mapping is a continuous process. You need to constantly assess your customer experience. Most importantly, you require the right tools to get customer data, analyze it and ultimately come up with action points to eliminate these pain points and exceed customer expectations. Ajua understands this and works towards ensuring that businesses have access to real-time actionable insights.

To get a more detailed scope of customer journey mapping speak to us today and learn more about how you and your team can leverage this powerful exercise to grow your business.


Email us on [email protected]


About Ajua

Ajua is Africa’s first Integrated Customer Experience company for businesses on the continent. We exist to bridge the gap between businesses and their customers. Ajua’s technology integrates with businesses at the points that matter most to their customers to measure and optimize their Customer Experience. Our plug and play platform has enabled leading brands of various sizes and industries on the continent  to create actionable strategies that drive business growth.

Ajua officially rebranded from mSurvey on July 31st, 2019 to reflect our growth, ambition and African Identity in our corporate brand.



To learn more, please contact the Corporate Engagement & Learning team at [email protected] or Leonida Kombo – Senior Associate, Corporate Engagement & Learning | [email protected] | +254 726 024 751.

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