Enhancing Customer Journeys

Our analytical approach helps you map customer journeys across channels, pinpoint areas for improvement and quantify the business case for change.


The ways customers can access and navigate your organisation is fundamental to delivering the outcomes that work for you and for them. Innovation in technology and the evolution of customer attitudes have changed the options and expectations here, meaning organisations need to continually appraise how accessible they are.

Customer journey mapping is a technique we use to help our clients address this. Combining data and customer insight with relevant innovation opportunities, and a clear vision and strategy, our consulting team work with our clients to re-design customer journeys to deliver better outcomes.

This ‘outside in’ technique is critical to ensuring that organisations are customer-centric. Our approach translates journeys into the changes that need to be delivered, be they business process, technology or policy change – such as developing self-service channels that are natural, easy and effective for customers.

Our Approach

We treat customer journey mapping as a process that brings the organisation together to explore how it can change to better support its customers.

  • Using analytics, customer feedback and perspectives on pain points from within the organisation, we create a baseline from which to re-design journeys.
  • We facilitate structured workshops with cross-functional client teams to develop ideal journeys and explore opportunities to innovate.
  • We test the journeys against relevant personas and scenarios, identifying the likely impacts on customers and the organisation to help shape the business case for change.
  • We document fully the changes to be made and capabilities to be developed.

Our team of practitioners manage and facilitate this process at first – but help equip your team to use the core techniques on an ongoing basis to support continuous improvement.

Why Ember

We have a flexible, tried and tested approach that fits into a framework of customer engagement excellence. Our experienced consultants will help you think differently and outside your comfort zone. Our experience from other organisations and sectors allows us to offer new thinking. We also give your team the capability and confidence to use customer journey mapping techniques without our support in the future.


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Other Customer Engagement Capabilities

Customer Engagement Strategies

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Developing an Innovation Roadmap

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Designing an Optimised Operating Model

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Building the Business Case for Change

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Meet the Specialist

Michael Anderson

Consulting Director

With over 35 years of global customer management and consulting experience, Michael’s prime role for Ember is as director of major transformation programmes. He likes to see them through to completion, using his expertise as change agent to assure delivery, transform cultures and maintain momentum. He prefers to work in an agile test and learn style, embracing innovation to support client goals. Trusted by his clients, Michael’s track record spans sectors and geographies – and his results speak for themselves.

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