Customer Journey Mapping
Understand what your customers think and need – before you build the strategy
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.
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. Our journey maps are not touch points or process maps. They are 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 – and to which you may be the solution.
Our process
01
Discovery
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
Research
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
Map
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
Strategy
We translate the maps into strategic recommendations: what to fix, what to build on, and where the biggest opportunities lie.
Discovery
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.
Research
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.
Map
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.
Strategy
We translate the maps into strategic recommendations: what to fix, what to build on, and where the biggest opportunities lie.
What we deliver
Customer journey maps
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.
Experience mapping workshops
Structured sessions that surface internal knowledge and align stakeholders on the customer experience – the foundation for evidence-based maps.
Pain point and opportunity analysis
Identification of the moments in the journey that matter most – where experience falls short and where there is genuine strategic opportunity.
Strategy translation
Turning the maps into strategic recommendations: what to fix, what to build on, and where to invest for the biggest customer and commercial impact.
Related work
All case studiesHealth & Not-for-Profit
Asthma Australia
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
BD
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
SFI 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.