Customer Experience Journey Mapping

Customer journey mapping helps businesses better understand how customers need to interact across digital channels to amplify meaningful experiences which result in people achieving their goals.

At Comma Consulting, customer journey mapping is not approached as a theoretical UX exercise. It is used as a practical strategic tool to identify customer friction across end-to-end journeys.

As businesses grow, the volume of eCommerce/digital technology systems also grows producing complexity for the business and customers trying to engage with these systems.

The growing number of technologies and AI tools end up amplifying existing friction points.

Customer journey mapping solves this by...

Enhancing digital customer experiences
Drives digital transformation
AI implementation planning
Facilitating the right platform and technology decisions
Driving Conversion rate optimisation

Where Customer Journey Mapping Creates Commercial Value

Customer journey mapping engagements at Comma Consulting are designed to help businesses create clearer, more connected and commercially effective customer experiences across digital channels.

Rather than delivering theoretical consulting documentation, these engagements focus on practical collaboration with organisations to identify opportunities where customer experience improvements can support measurable operational and commercial outcomes.

This work is delivered across three key areas:

End-to-end digital buying journeys
Post-sale experiences (delivery, click and collect, returns)
The customer support function (providing seamless support across the above two pillars)

Master these three pillars, and you establish a strong loyalty foundation.

Research Proves the Three Pillars are Crucial

Research indicates that the primary source of customer dissatisfaction in retail is experiences in these areas. Consider this verified research from 2025:

91% of consumers report encountering frustrating digital buying issues.
Poor digital journeys have caused 50% of consumers to switch to competitors.
79% of consumers would be deterred from purchasing again after a negative post-purchase experience, such as a bad delivery experience or a confusing returns process.
89% of customers cease doing business with a company due to poor customer service.

Physical Retail - the 4th Pillar

Customer dissatisfaction in physical retail is significantly lower than the figures above, reflecting decades of focus.

While there is always room for improvement, research shows that strengthening the three pillars drives foot traffic and enhances the physical retail experience.

Enhancing these experience pillars represents a retailer's low-hanging fruit.

Read on to learn more about the three pillars and what this mapping process looks like.

Experience Pillar #1 - Journey Mapping End-to-End Digital Journeys:

Comma Consulting works collaboratively with retailers to map and enhance end-to-end digital customer journeys across their broader digital ecosystem.

This includes understanding how customers move through key digital touchpoints including product discovery, navigation, conversion pathways, and checkout experiences.

These engagements help retailers create more connected, commercially effective digital experiences that improve usability and reduce friction.

Experience Pillar #2 - Journey Mapping Post-Sale Experiences

Research proves the foundation to building trust and loyalty in customers comes from delivering a high standard of post-sale experiences: delivery, pickup, and hassle-free returns.

When you take money from a customer, you are essentially making a promise. Now it's time to keep that promise.

Before considering how technology, operational processes or automation should support this experience pillar, a mapping process must first define these journeys from the customer’s perspective.

Experience Pillar #3 - Journey Mapping Customer Support

Response, accessible and knowledgeable customer support builds trust and drives online sales.

Customer journey mapping helps organisations understand how support interactions influence the broader customer experience across digital channels.

This includes evaluating how technologies such as AI can be strategically introduced to enhance support experiences.

This mapping process elevates customer support from a sunk cost to a business function that plays a key role in customer acquisition, retention and loyalty.

Why Choose Comma Consulting?

Comma Consulting approaches customer journey mapping differently from other consultants.

These services are informed by decades of hands-on experience planning, building and optimising real-world eCommerce and digital customer experiences.

This practical experience helps organisations move beyond theoretical journey mapping exercises toward commercially actionable improvements that simplify complexity, enhance customer experiences and support measurable business outcomes.