Customer Journey Mapping
Zuni specialises in using customer journey maps, validated through customer research, to help organisations create customer-centric strategies that achieve their business objectives. We are customer-journey-map evangelicals.
In a world of AI, the customer journey is more important than ever. The tools that service customer needs are changing. How customers seek information, make decisions and finalise purchases is changing – at least in some cases. Our mapping projects now include understanding where, when and how AI/machine decision making influences the customer journey.
We start with assumptive maps, built on the deep insights that sit inside the business, and then validate and update them with real customer and voice-of-consumer research, including what AI tools they use to search, decide and buy.
Our journey maps are not just touch points or process maps. They are customer experience maps.
Experience maps look at the world through the customer's eyes, offering a holistic view of the customer's whole experience as they seek to solve the problem they have, using the tools they have available to them – and to which you may be the solution.
01
We start by understanding your business, your customers, and the questions you need answered – working with internal stakeholders to surface what's already known. We use business requirements and assumptive journey mapping workshops to deep dive into your business.
02
We analyse your own data, and conduct qualitative and quantitative customer research to validate or challenge internal assumptions, surface what customers genuinely think and feel and identify gaps and opportunities.
03
We develop detailed customer journey maps that document the end-to-end customer experience, highlighting customer needs at each stage, along with pain points and enablers that influence decisions on the journey. We identify barriers for your products and services. We visualise the journey creating useful artifacts that provide a common, customer-centric understanding of the issues and opportunities for your business.
04
We translate the maps into strategic recommendations: what to fix, what to build on, and where the biggest opportunities lie.
We start by understanding your business, your customers, and the questions you need answered – working with internal stakeholders to surface what's already known. We use business requirements and assumptive journey mapping workshops to deep dive into your business.
We analyse your own data, and conduct qualitative and quantitative customer research to validate or challenge internal assumptions, surface what customers genuinely think and feel and identify gaps and opportunities.
We develop detailed customer journey maps that document the end-to-end customer experience, highlighting customer needs at each stage, along with pain points and enablers that influence decisions on the journey. We identify barriers for your products and services. We visualise the journey creating useful artifacts that provide a common, customer-centric understanding of the issues and opportunities for your business.
We translate the maps into strategic recommendations: what to fix, what to build on, and where the biggest opportunities lie.
End-to-end maps that document what your customers think, feel and do at every stage of their relationship with you – validated by real research, not internal assumptions.
Structured sessions that surface internal knowledge and align stakeholders on the customer experience – the foundation for evidence-based maps.
Mapping where and how customers are using AI and machine decision making across the purchase decision journey to identify how to improve visibility and customer / AI experience to deliver better business outcomes.
Turning the maps into strategic recommendations: what to fix, what to build on, and where to invest for the biggest customer and commercial impact.
Health & Not-for-Profit
A series of research, customer journey, tech stack and digital strategy projects supporting Asthma Australia's digital transformation journey. Zuni has provided ongoing support across multiple workstreams, helping Asthma Australia build a more customer-centred digital presence aligned to their mission.
Health & Pharma
Zuni has worked with BD across multiple product divisions – including Diabetes, Diagnostics, and BD Biosciences – conducting two-stage customer research programmes, developing customer journey maps, and translating those insights into digital and content strategies grounded in real audience understanding.
Consumer Health
Zuni has provided digital marketing strategic assistance to SFI Health over a number of years, including a digital marketing strategy, content strategy, assistance on ecommerce strategy and market-specific mentoring. Most recently, we've conducted Customer Journey Mapping projects in the USA, UK and Australia and explored the direct to consumer opportunity across 11 countries to identify opportunities.
Insights
Customer Journey Mapping
AI can speed up research synthesis and help build a first-draft assumptive journey map, but it cannot replace customer research, internal knowledge or skilled facilitation. Here’s where AI genuinely helps customer journey mapping — and where it doesn’t.
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Customer Journey Mapping
Customer Journey Mapping is a strategic business process that breaks down siloed thinking, fosters alignment and drives clarity about priorities, direction and opportunities. The map is the artifact — but the real value is in the process.
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Customer Journey Mapping
Customer journey mapping is one of those terms that gets used a lot and understood differently. Here's what a customer journey map actually is, why it matters, and how Zuni approaches it.
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