How do you convince your boss that customer experience is something worth investing in? Can you prove the business effects and value of improving the customer experience? How do you get buy-in from colleagues, your manager, or the board?

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Linking the customer experience to tangible value

There is a reason for the saying “what gets measured gets managed”. And this is extremely relevant when it comes to customer experience, whose effect on business value still gets questioned. Or considered to be too vague. And vagueness is not a winning concept when arguing for resources in a boardroom.

You need to be able to show the economic outcomes…


Customer Journey Mapping is not only great fun to do, it is an essential activity when creating great customer experiences. But it’s easy to get lost when working with Customer Journeys. Not just when mapping the journey, but also when implementing the customer centric changes in the organization. Here we have listed 6 of the most common mistakes people do when mapping the Customer Journey, and what to do instead.

6 Biggest Customer Journey Mapping mistakes and what to do instead

Mistake no 1: to focus on touchpoints instead of the customer activities

If you focus on mapping the touchpoints, i e the points where the customer have an interaction with your company, its’ products or services, then you are on thin ice…


Want more happy customers, lower your churn, raise your Customer Satisfaction Index? Take Customer Journey Mapping to the next level by using the cloud based tool Custellence.

Register for this webinar and learn how Custellence helps you to spend more time delivering a better customer experience and less making customer journey maps. Sign up form

September 28th, 2017 at 8:00PM CEST

This webinar will be hosted by

Daniel Ewerman | CEO, Custellence

Marc Fonteijn | Co-founder 31Volts | host of theServiceDesignShow.com

What will you learn

  1. The map: How to take your Customer Journey Mapping to a more professional level. How assumption based can they be? As-Is or To-Be maps, pros and cons? Which customer journeys should we start with? How detailed do they need to be?
  2. The tool: What are the benefits of a tool like Custellence…

Want more happy customers, lower your churn, raise your Customer Satisfaction Index? Take Customer Journey Mapping to the next level by using the cloud based tool Custellence.

Register for this webinar and learn how Custellence helps you to spend more time delivering a better customer experience and less making customer journey maps. Sign up form

This webinar will be hosted by

Daniel Ewerman | Founder and CEO, Custellence and Transformator Design

Marc Fonteijn | Co-founder 31Volts and host of the ServiceDesignShow.com

What will you learn

  1. The map: How to take your Customer Journey Mapping to a more professional level. How assumption based can they be? As-Is or To-Be maps, pros and cons? Which customer journeys should we start with? How detailed do they need to be?
  2. The tool: What are the benefits of a tool like Custellence…


Many organizations have the ambition to improve their customer experience while at the same time facing challenges in their digital transformation. The use of customer research, user journeys and digitalization maps help the service company Fora in bridging those challenges and create a base for decision-making and more accurate prioritizations.

The Challenge

Fora is a non profit service company whose main task is to handle the flow of collective insurance premiums and fees between companies and insurance providers. They also have the liability to provide impartial information and tools to employers and their personnel concerning collective insurance and SAF-LO Collective Pension Insurance.

In the transformative process that Fora has been in during the last couple of years, they turned to the service design agency Transformator Design to obtain a deeper customer understanding. Fora wanted help in visualizing their customers’ journeys to create a more relevant service offering and clearer customer communication. …


Today, around 60 different public authorities, municipalities and stakeholders have to coordinate their efforts in order to make the lives of unaccompanied minors seeking asylum in Sweden as good as possible. Co-lab Sweden (Förnyelselabbet) is run by the Swedish Industrial Design Foundation (SVID) with direction from the SKL / Swedish Association of Local Authorities and Regions (SALAR). Together, they have chosen Custellence as a primary customer journey tool to help them coordinate efforts and systematically improve the lives of unaccompanied minors.

– This project’s success is determined on how well we, as a system, can deliver solutions that make a positive impact in the unaccompanied minors lives and respond to their needs. We’ve got four challenges in this initiative: to create an overview, set up new collaborations, innovate with the target group in mind and simplify implementation. In order to meet these challenges we must work systematically with our challenges and that is why we chose to use Custellence as our digital tool, says Pia McAleenan at Co-lab Sweden.

Using the customer journey as a starting point ensures that the improvements…


Doing the right stuff at the right time, for the right reason.

Google “Scrum + process”, you get 11 200 000 hits. “Agile + process”, 65 400 000 hits. 65 millions! Clearly, there is a lot of information out there on how to work and get stuff done. But how can you keep track of that?, and does it really reflect the meaning of The Agile Manifesto? We could say that we have a Scrummisch-Kanban-Kaizen-Jugaad process, but a far more accurate name is actually The Invisible Process.

So, what does the invisible process look like?

The only good process is an alive and working process.

This means that no process is better then how good it is working for us right now…


A customer journey is a great tool to capture the total experience of a business / organization from the customer’s point of view.

As implied by the name, a customer journey describes a story of how customers move through and interact with a business. It typically includes customer activities that happens before, during and after using the service, touchpoints with the service organization, but also feelings and attitudes — revealing how and where your business is doing great, and where there is room for improvements. Simply put, it teaches companies and organizations about their customers.

So how do you make great customer journeys? The service and business designers at Transformator Design share their best tips and customer journey ingredients here.

Define the purpose

Why are you…


Custellence is a dynamic customer journey tool that enables organizations to unite around customer needs.

Change is good. We all know that. But how do we approach and manage change in customer-centric organizations?

From user interactions with our clients we have understood that you all have a mixture of approaches. Some people work with change based on a greater vision, that describes where the organization aim to be and deliver on in the future, and then work step by step towards that vision. Other people start by identifying touchpoints that are working bad or suboptimal, and systematically work to remove sub and arrive at an optimal customer experience.

These approaches are often applied interchangeably, depending on your customer…


or Co-developing digital services together with your clients

Co-designing services with clients and customers has become best practice in service design. However, digital services are often excluded from the early stages of co-efforts, and are instead subjected to user testing.

Whereas a co-design process focuses on developing and refining ideas together with clients and customers using curiosity and empathy, user testing is mainly focused on verifying concepts and functions late in the development process. It puts a prototype in the hands of the user to like or dislike, understand or not understand — but not answering the fundamental question. Will they use it? …

Custellence

The easy-to-use tool for customer journey maps, user stories, experience maps and service blueprints. Get your free account at custellence.com

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