Customer Journey Mapping Services

Journey mapping enables businesses to see their experiences through the eyes of the customer—tracing paths to purchase and identifying where expectations are met or missed. By visualizing every interaction across channels, teams can uncover gaps, friction points and unmet needs. These critical insights enable more tailored, seamless, personalized and satisfying experiences that drive loyalty and customer lifetime value.

Identifying and mitigating pain points is a crucial element of the journey mapping process. Pain points can be uncovered through a combination of qualitative research (like interviews or ethnography), quantitative data (such as drop-off rates or other key metrics) and cross-channel analysis. By mapping journeys, businesses can pinpoint where frustration, confusion or disengagement occurs—and prioritize improvements and interventions with the highest impact.

While journeys vary by business—and continue to evolve with the advent of new technology and proliferation of new channels—they typically include: Awareness, Consideration, Purchase, Retention and Advocacy. Each stage represents a critical moment in the relationship between customer and brand. Understanding the human drivers and factors that impact how customers think, feel and behave at each step is essential to designing more impactful experiences. 

Today’s consumer doesn’t just follow one of a handful of discrete routes in their journey to purchasing a good or service. Shoppers now bounce around the traditionally linear path to purchase—seamlessly jumping from an in-store touchpoint to a digital platform, gathering information from multiple sources throughout the process. With the rise of new technologies and ways of engaging, these shifts will only continue to accelerate. 

Material’s innovations in journey mapping allow businesses to access a dynamic view of customer behavior, enabling more nimble, insights-informed activations to mitigate pain points and strengthen engagement throughout the customer lifecycle. 

To break down data silos and ensure organizational alignment, cross-functional collaboration is key. Stakeholders from teams like marketing, product, customer service, sales and UX should be involved, along with decision-makers who can act on the insights.  

Including a diverse group ensures a more accurate, actionable view of the customer experience—and greater buy-in for implementation. Involving frontline employees and even customers themselves can surface overlooked details and strengthen buy-in across teams.