The advent of the Customer Journey

A framework for your business ambitions, built on human experiences

What’s the best holiday you’ve been on?

What’s the most magical event that you’ve attended?

These are just two examples of customer journey’s where you remember one part (often the experience), there will be 1000’s that you’ve forgotten. And 1000’s more that you’re making so regularly you don’t even recognise them anymore, they’ve become habits.

This blog is about the Customer Journey touch points and what they mean for your brand development. Two subjects that I’m passionate about. But before I start waxing lyrical about a multitude of interactions, reactions and more. I think we should take a quick look back, taking a moment to understand why this space exists, what’s special about it and why we should invest our time into it.

This customer journey story (or model if your prefer), is important to each and everyone of us. Here’s why…

The first customer journey

When I started thinking about the source of this subject, and the knowledge held within this space, it became clear to me that there was a single source of truth – a story that is as old as time.

It’s a religious story that has evolved over the millennia. Of course it has and been manipulated by lots of people along the way (and still is to this day), but at the heart is something that’s truly human – conveying our tribal need for connection and community, creating the sense of security that comes with belonging for many people.

This human, emotional need feels stronger today in many ways, though the way in which we see it, or don’t see it, as the story has become obscured – the directions misinterpreted and the results, for some are wide of the mark. Why is that? I’m going to try figuring that out.

The Creation

Whatever you believe, you cannot ignore the story of the creation – Adam and Eve etc. This is a story that has been handed down through the generations, twisting and turning, embracing new ideas and re-establishing long forgotten ones. What we see today can often feel far removed from the original (commercialisation often bastardises these established rituals in attempts at financial gain). Yet the structure of this story, or journey, remains every bit as relevant, and people are every bit as engaged with the aspiration of where it will take them.

Christmas journey story

Today the vast majority of people live in multicultural societies where many religions are celebrated alongside one another. It’s quite normal for people to enjoy Ramadan, Yom Kippur, Diwali, Christmas and Hannukka and many other religious festivals over the course of the year.

Christmas is one of the most widely celebrated religious festivals. At the heart of Christmas there is a simple story about the birth of a child. It’s an engaging story. It defined what we now recognise as the hero’s journey – where the outcome looks uncertain at first, there are major obstacles ahead. Then through a series of tests and trials, the hero’s (both a man and woman) ultimately find happiness.

It’s inspiring, inclusive and accessible and it’s a infinite loop – there is no end. When the characters have been through the steps once, the scene is set for the next generation to repeat the process. This infinite story has been told and retold so many times, been the source of so many movies, songs and tales over such a long period of time that it has become part of life – a communal aspiration, reflection and inspiration all rolled into one.

The advent of the Customer Journey

I’m drawing an analogy between the countdown to Christmas and the customer journey because for most people, one of your happiest memories will come from a childhood Christmas, or the Christmas you have created for a child.

When we look back, there’s a very strong possibility that the bit that you remember fondly about Christmas is the excitement of Christmas Eve, the moment before the gifting and fun of the big day. But the runway into this event started much, much earlier (cue the groans of Christmas starts earlier every year).

Christmas actually started 2 or 3 months earlier with all kinds of preparation going on behind the scenes. It is only as we enter late November and early December that the countdown itself becomes a physical thing – originally signified with candles, today we have daily enticements packaged into small boxes. They all do the same job, building your anticipation of the main event. Of course this runway into Christmas is way more complex than it first appears.

There are many reasons that we riminess with such fondness of this event – and others – the emotions connected with it will be deeply personal, and that’s important. There’s a pattern woven into this that is almost as old as humankind itself. We love a story…an ambitious search for happiness – often undertaken without thinking to quantify what happiness looks like.

We explore through layers and layers of information to find the solution that feels right. But why does it feel right? Usually it’s because it’s aligned with our personal values. A reflection if you like of ourselves (whether it’s real or the vision that you have of yourself). This process is engrained into our brains from the centuries of storytelling, we do it without realising what we’re doing. This search for a solution and the happiness that comes with it has become our life goal.

The ambition it creates within us fuels the fire, the desire for happiness on so many levels. But when you stop and really analyse it, getting nerdy and going all customer journey geek about it. We have a common story that connects with people. This story was told, shared and supported through lots of activities long before consumerism, long before civilisation as we know it.

People have studied all kinds of human behaviour and many of things that we once did in order to survive have been commercialised. The hero’s journey, the customer journey, they are one and same. Somewhere along the line we lost sight of where one started and the other ends. Today they are completely entwined, inseparable because we’ve been living in this story forever (almost) and the goal (finding solutions that make us happy) has become the central theme to almost everything that we do.

Now I know some people aren’t going to like this analogy, I understand it may appear disrespectful, but I’m not looking to point the finger of blame. I don’t believe there is any blame or manipulation at work here. If someone tells you something for long enough, consistently delivering the same message it becomes a belief. That doesn’t make these actions nefarious, it simply shows how we operate as people.

If you really strip back the noise, the hustle and bustle and madness of everyday life, this story is absolutely there to be seen in almost everything that we do. Today we are still moving through it – layer and layers of information in search of something better.

My role in the story

I’ve lived and breathed this narrative myself, I’m a product of it and have played various roles within it for decades. I don’t see myself as being deceptive, or manipulated, in fact I’m a terrible liar. What I do recognise is the enjoyment it brings both myself and others – communicating with people along the journey, but also developing the journey’s direction. This usually involves teamwork, solving problems and bringing great products and services to people in ways that feel natural. My motivation is simple, I love helping people connect, creating those magical moments of alignment and understanding.

I am worried though, worried that we are losing sight of what it means to be human. Technology is changing the world at a pace that few people can comprehend. Mass media is telling us that technology is our future…because it was our past and is a known route for us to continue to follow. In our obsession with tech we are throwing away so many of the skills that we have honed from the past. Assuming that the tech has got our back and will save us. What happens if the same tech turns against us? Well, we don’t like to think about that!

There’s also an unhealthy expectation of speed that has crept in. Covenience has eroded peoples patience. Speed has become ever more important. In a quest for faster we are losing so many parts of what helps us connect, what makes us human.

But there’s hope, because the story – the customer journey – I believe is unbreakable. It’s always been with us, passed down through the generations, I swear it’s in our DNA. When we stop and look closely at this story – it’s a theory and an ambition. We don’t categorically know what happened, we know the beginning and the end, the bit in the middle is far from clear. We know it’s a process and that has been broken down, analysed, applied, refined and retold a thousand times, everyone different.

Fast forward the story to 2025

Like I said earlier, I’ve breathed this stuff all my life. I’m familiar with it, I’ve seen a lot of change – not all of it good. My rallying call when working with people within this space is to stop, take a breath, reflect and slow things down so that we can really examine what is happening, and start to understand why. I believe that going slow is much more powerful, something that isn’t widely recognised today.

This perspective requires people to shift their outlook. It starts with mindset and balance. Switching your efforts into listening, balancing the time spent listening with the time spent shouting.

When you listen more than you broadcast, message or shout, you begin to fully understand people – their motivations, the problems they have and the pinch points – when you understand these things you can make informed decisions, creating deep connections.

Groups of people who share a common emotional motivation, whether that’s computers, phones, trainers, fashion, films etc, etc, etc they form tribes. Tribes have always had power, they have agency and above all, they have a sense of community.

These groups or tribes all follow the customer journey story, they all have a hero or heroes – a person who could be you (that’s part of the appeal), and they are all multifaceted, complex spaces where understanding brings clarity and connection.

Let’s look at the journey in my world, the world of brand development and design. This might sound a bit sycophantic – hopefully not – but I think it’s important to realise just how complex this space is. How many touchpoints are involved in making meaningful human connection. This process cannot be rushed, it requires patience, experimentation and the drive to keep on going.

If that sounds like something you’re interested in then this is a blog for you. I love this story, this subject and all that comes with it. I believe understanding the customer journey will significantly aid your route to success. Why? That’s simple, because it embraces the human emotions that are the foundation of it.

That fills me with joy! I’m humbled to be playing a casting role, directing activities and connecting people through the customer journey.

What does this customer journey story look like?

That’s a good question and one that I’ve tried to answer by breaking down a typical customer journey – explaining the steps, the decisions and the way that this should be done – with humanity. It’s about connecting – person to person, the human touch connects people overcoming many, many boundaries.

I’m going to stick with the advent analogy, so here we go, let’s start opening the metaphorical doors and shining lights on things you might not know, that will bring you better human connections.

24 touch points from a typical B2B Tech company customer journey

Please note, these are not presented in order of importance. Every business will be different, each touch point should be considered and applied only if it resonates with your audience – remember this is not aimed at pleasing you – the people developing the business, your audience has quite different needs to what you may ‘like’ them to have.

1 – Website – I said I wouldn’t go in order of importance but I’ve got to say, it would be very hard to ignore the web presence of any business today. For many businesses this is the most important asset you are developing. Where once we visited physical spaces to explore, a lot of that early exploration is now done within the digital space. In this example, as a B2B business, your website is your most important asset in the journey.

But your site should not be a one fits all. It has to be tailored, things like landing pages developed around specific customer segments and persona’s because you cannot be something to everyone. TIP – Get strategic, focus on a particular customer profile or segment. Then test and trial to refine what works for those people. A well managed web experience should look different for different groups of customers, helping them feel understood and valued. Don’t try to force everyone through the same doorway.

2 – Blogging and thought leadership – your experience is invaluable. How you describe what you do is what connects you with other people. Publishing articles, whitepapers and sharing research reports/industry insights and best practice is interesting reading for your audience.

Express these subjects your style, don’t automate or try to short-cut them, as they will be become bland and simply not connect with people. TIP – Consistency is key, whether you’re blogging, posting or vlogging, set yourself a realistic timetable. Creating good quality content takes much longer than you think. Whatever time you’ve allocated, double it! At the very least it will take you 50% longer than you first envisaged.

Remember that this is ‘your’ professional reputation, something that takes time to build. There’s a great deal of personal pride at stake here, make sure that you protect yours asset. Any reputation, no matter how good, can be eroded in a flash. Don’t leave it to chance, invest in professionals to support you.

3 – SEO and organic search results – How your website (and socials) will be discovered. There so much content on the world wide web, we all need to help to find things. I like to think of SEO as a kind of digital signpost.

The SEO space has something of a mirky past, TBH it’s still a bit smelly, and there is way too much smoke and mirrors for me. Right now, in 2025, with the advancing use of AI bots, the functionality of the search portals is changing faster than ever, this is increasing the levels of distrust around many SEO practices.

For that reason, our current best advice is to follow the organic SEO route. This option is possible when you know your customers well – pain points, preferences and most important, the terminology and phrasing.

If you know your customers well, and interact with them regularly, your choice of targeted key words becomes obvious. Armed with this knowledge you can actively talk about your subjects at length, using these terms within your blogging and social activities, creating organic SEO.

PPC (Pay per click) is another way for new people to discover you via the popular search engines such as Google or Bing.
TIP – Whilst there is a world of content on the web, for most businesses it’s important to start in your local area, or a geographical area that you know well, somewhere that you’re already doing good business. Concentrate any PPC spend in these areas rather than broadcasting to the world, this keeps costs down (waste low) and mentally, keeps you buoyed and forward facing.

4 – Paid digital ads – Where do the people you want to work with hang out? Trends come and go, where once everyone went to the pub on the corner, they now go the gym. It’s exactly the same online. Few social spaces have managed to maintain their appeal. Before you commit to any form of ad spend, sense check who’s in the room. Are they the right people? When do they visit? Really set aside some time to listen to what’s happening within these channels before jumping in to paid ads.

If on the other hand, you’ve invested a lot time within a channel and made great connections, some paid advertising could expand the awareness of what you do. TIP – Be sure about where your ad will appear, set budgets and have an accurate way to monitor the conversions to your site.

5 – Social Media – First things first. Stop thinking about what you can add to the channel and start listening to what’s happening within it. Once you’ve spent some time listening, you’ll be better informed about the space, the conversations and the fit, or lack of, for you and what you have to offer. It’s much better to be on one or two social channels, rather than try to be everywhere. TIP – Much like blogging, the time spent developing, curating and publishing within these spaces should not be under estimated. Whilst access is FREE presenting well takes time and resource. That doesn’t just mean great imagery, you need equally good copy and a clearly defined strategy (with measurable goals) to hang the bits off.

If you invest time and resources these channels can be very useful spaces to connect with people, supporting existing customers and demonstrating what you have to offer to others.

6 – Webinars and virtual events – A very important aspect of all brand building is consistency. This comes from being seen, not just once or twice, or occasionally, this requires real commitment, the type of commitment that sees you showing up every week, every time…every event. TIP – Being a regular attendee, participant or host, gives other people the opportunity to learn more about you and your values.

These connections are really powerful, when we are looking to solve problems our first port of call is most likely to be a trusted friend or familiar face. When you’re recognised within your discipline for your knowledge and values in this way, you’ve started to build your brand, mastering this touch point.

Whilst face-to-face, IRL (in real life) is the most powerful way of doing this, educational and demonstration webinars also give you these opportunities, and can be more convenient for the people you want to connect with as they can access this content at a time that suits them.

7 – In-person industry events and conferences – Everything that we mentioned for the online webinar and conferences but better in my opinion. Being in the same space as other people brings with it levels of trust that simply cannot be replicated elsewhere, especially if your area is highly technical. TIP – The ground you can cover when talking to someone face to face is incredible – there’s no wasted time, very few misunderstandings and lots of personal connection.

Every conversation hones your understanding of the audience, helping you better understand how you can better help. TIP – I firmly believe in life-long learning. Here we are talking about the learning that comes from listening, what you hear in the room is invaluable research and information gathering.

8 – Third-party reviews – Your authenticity is best displayed in impartial reviews from real life customers. There are loads of platforms available for people to leave feedback about your services. Embrace them and ensure that these portals are part of every person’s customer journey with your business.
TIP – don’t try to curate the feedback. A business with nothing but 5 stars and wall to wall positivity can look just as dodgy as one with 2 stars. When things don’t go to plan (this will happen at some point) and the review isn’t as good as you’d like, learn from it and actively engage with it. This is actually an opportunity to show that you care about your customers.
TIP – Be human, avoid using bots and AI generated guff, people will see straight through it and feel unvalued. Accept it will take time and the responses will not be instant. By the way, that lack of instant reply is OK, most of the time.

9 – Referrals and word-of-mouth – This is something that doesn’t happen until after someone has already connected with what you have to offer. It’s a period within the journey that we refer to as ‘experience and advocation’. It has been, and will most likely remain, your best source of business.

Never underestimate the power of recommendations that come from existing customers, collaborators or partners.
TIP – What’s said about you when you’re not in the room is the most important part of your brand journey/experience. The words that are used here will express everything other people feel about you and your service.

Referrals come on the back of consistently (showing up) and having clarity within your messages and information that you share.

10 – Email marketing (Outbound) – Whatever business you are a part of (B2B as this example, or B2C as our other example) email is a really important touch point. TIP – This is where knowing your audience is a real super-power. When you know what people want from you, you share the right information, at the right time and the connections become organic, creating synergy. There’s a 3 step process happening within every mail when you have this type of connection.
1) You know what to say, your email title will be enough to make sure people open it.
2) Continuing that theme into the email – visually and verbally will keep people engaged which means that number
3) click throughs, are significantly more likely to happen.

There’s a tonne of stuff to learn, test and refine within email marketing, not least time of day, day of week. The type of campaigns your audience enjoy – drip campaigns teasing what’s coming next, regular newsletters and behind the scenes access, thought leadership, shared passions…the list goes on and on. Get curious, trial and test.

11 – Cold outreach and sales calls – Without doubt one of the hardest touch points for most people to get to grips with. We’ve all been doorstepped – my term for someone coming into my space looking to make a sale, like a door-to-door salesman. It’s pretty rank and you’d think people would know better, but it still happens and it still feels horrible.

It’s also unnecessary, because cold outreach doesn’t have to be a hammer blow that inflicts pain. When done well this touch point is much more about offering help and support.
As sometimes the people that you are speaking with might not even realise that they have that problem until they’ve spoken with you. TIP – It’s all about the framing. Take the yuckiness out of this, reframe the narrative, listen to the feedback, record the results and refine your process. You’ll discover your vibe and it will stop feeling inhuman.
12 – Discovery calls – These are invaluable, whether they convert into a business opportunity or not, this is time face-to-face (in person or online video) with someone interested enough in what you’re doing to give up some of their time, to find out more. TIP – It can be tempting to think that you’ve got this in the bag, the person making the request is ready to buy whatever you have to offer.

NEVER go into one of these calls thinking that! Due diligence and professional conduct requires people to check many things before committing to any form of working relationship with you, for example, this could be the first of several calls and meetings.

Every one of these calls is also an opportunity for you to sense check that the person enquiring is a good fit for what you have to offer. Listen to your gut, if things feel out of alignment, it’s very likely that they are, speaking up now can save you a lot of time and energy.
13 – Product demo’s and proof of concept (PoC) – Just to remind you, we’re in a B2B tech business setting within this example. Getting hands-on with the product for a demonstration of the solution is really valuable – for you and for the other person. TIP – For you it’s an opportunity to check where the other person is on the journey – we know they are in the consideration zone, but how far along it are they? Do they fit into one of your persona’s? Have they understood what you have to offer? And do they know what you don’t do?

For the person making the enquiry, a demonstration is a great way to understand what the product or service is like to use on a daily basis – how it helps, what processes are in place to support them and much, much more. For the person presenting, make sure that you’ve covered the common ground, research the company you are presenting to, understand their needs and be ready for lots of questions – and make sure that you’re knowledgeable enough to give answers that are informed and helpful.

TIP – Just remember this is still a consideration touch point, of course getting to this stage should be celebrated, but there’s still a way to go before you connect. Ensure that you’re consistent with everything else that has come before (and what will come after). This consistency builds trust and that’s the way you will connect.
14 – Custom proposal or pitch deck – I cannot emphasize enough how important it is to demonstrate your understanding of the people whom you want to connect with do your research, listen closely and learn about their needs.

Any documents that you share with them must be tailored – whether that’s a quote or solution proposal. This comes back to my earlier point, and something that you’ll have noticed running throughout this blog, there is no quick fix. TIP – Spend time researching the people you are presenting to, understand their objectives, values and the overall direction of travel. Demonstrate that you have invested time in learning about them, share your observations and how you can help. Make your presentation personal, bespoke and tailored because trying to be something to everyone is not a good look and simply doesn’t work. At the end of the day, you cannot force people through your customer shaped door, you have to make a doorway that is tailored to fit them.
15 – Contract negotiations and legal reviews – Whoa, this can feel like it’s job done, but hold your horses, there’s still work to do. You need to keep up your A-game. Whilst this is part of the customer journey, I am not in a position to comment on any matters of legality or compliance here. What I can share is the message I have reiterated throughout this blog – tailor every document to the situation as you understand it.

Ask the obvious, it might not be obvious to everyone and remember there are no ‘silly questions’. It is much better to have clearly defined boundaries and a deeper personal understanding within every negotiation and discussion.
TIP – Website FAQ’s, whilst helpful should not be relied upon to answer every question from a customer. There will be nuance, demonstrating that you understand that is crucial. Equally don’t let a LLM (large language model) write your text, it will make all kinds of generalisations, demonstrating that you’re not engaged, destroying the good will built up at earlier touch points.

16 – Onboarding and kick-off meetings – At this point it really can feel you’re you’re floating on air. The job’s done right? Sorry, there’s still work to do. You’re getting very close to the end of this journey, but the journey itself never really ends. TIP – Once you begin working with, supplying or contracting with other people, there are the ever important soft skills and project management communications to think about. These are the things that will win you more business and prevent people looking elsewhere for another solution.
17 – Training sessions – TBH these are very similar to the earlier point about webinars and in-person events. They require planning, curation, clear communication and support materials. And, as I have already explained, there is no ‘golden rule’ that you can simply apply to everything or every one because every business is different and the people you want to connect with are etc.
18 – Knowledge base and/or customer help – I cannot tell you how many people ignore this step! You can never underestimate the support your customers will need with a product. Having clear documentation, FAQ’s and technical guides readily available builds lots of trust. TIP – Think of these documents as another way to demonstrate your values. They are opportunities to cement the hard work put in during the earlier stages of the journey and an open door to re-engaging with existing customers, starting another journey together.
19 – In-product communication and notifications – We are now looking at UX (user experience) which is a separate discipline, but nevertheless your UX principles are shaped and informed by the customer journey. TIP – Looking back at what you have learnt about your customers will help you gauge the level of involvement needed here. This ensures that you don’t over engineer or under deliver.
20 – Support channels – This is part of the ‘experience and advocacy’ section of the second loop. In this example, with a B2B tech product, the live chat, email support and ticketing systems that are available to your customer will help shape your relationship. Too much, too soon and it’s a turn off. Not enough and too late and people will have lost the enthusiasm that they once had.

TIP – I know that this is sounding repetitive now, but listening earlier in the journey really comes into it’s own here because you have some bench marking to work with. You have observed your customers since the consideration zone, so you know the peeves to avoid, what annoys and what is enjoyed. When you have invested in getting to know these people, assessing what level of support to offer…and when is much, much easier.
21 – Account management and customer check-ins – This is about keeping in touch with the customer after the initial point of purchase. Again, as I’ve said many times above, if you’ve done the listening homework, your strategy will be much better informed, ensuring that you strike the right level…at the right time. TIP – This is a very personal space, you will need to invest time and energy into each and every customer to fully understand what they need, and when you should, and shouldn’t contact them.
22 -ROI reports – This is not the ROI that everyone wants to talk about, it’s not what you’ve gained, it’s what the customer has gained whilst using your product or service – which is actually a win for you as well.

If you can provide things like dashboards and reports showing the value you have delivered this will boost your connection no end. Let’s think about this from the customers perspective it’s refreshing to see a supplier/provider who is interested in helping you improve your business. This kind of reporting is a wonderful way to demonstrate your values with tangible facts, making fantastic connections. TIP – Consistency is very important here as well. Regular reports, that are tailored to the customer are considered best practice. AI can help you gather the information, but please don’t let it present it. Use your own voice, your knowledge of the customer and be curious, ask questions and offer to help. This is the start of another journey around the loop with infinite opportunities.

Renewals are certainly much easier when this kind of dialogue has been established. Another good reason to invest in this part of the customer journey.
23 – Customer feedback – This touch point is directly linked to my earlier point about reputation and consistency. Feedback is an invaluable learning opportunity. It’s a great piece of listening, that ensures many of the other aspects of what you’re doing during the customer journey are accurate, appropriate and fit for purpose. There’s a load of different ways, lots of survey options and online forms, which assuming you’ve been doing the listening, you’ll be empowered to make the right decisions about what fits with your various persona’s. TIP – If you’re not sure, test ideas with your best customers. Be honest with them about what you’re doing – they’ll feel more valued and want to reciprocate.
24 – Referral programs – When you’ve built good relationships with your customers they become part of your sales team. I said earlier that the best form of endorsement is a personal referral. Here you’re building a team of independent brand champions. It comes back to another thing that I mentioned earlier, it’s about ‘what is said about you when you’re not in the room’.

There are lots of ways you can do this, from collaborative case studies and white papers, to guest blogs, podcasting, vlogging etc. TIP – It’s about what’s right for your audience (not your preferences). Whether you formalise this and incentivise people is a choice that is informed because at this stage in the customer journey, you know the people you are connected with well enough to read the room and understand their motivations and aspirations.

Why does the customer journey and touch points matter for a B2B tech business?

I wanted to conclude with a short section explaining why all these touch points are important. BTW, I’m not suggesting that you have to apply every single one into the customer journey that you’re building, some of them will feel alien and inappropriate which if you already have good relationships with your customers you’d be absolutely right to ignore and concentrate your efforts elsewhere.

However if some of these points feel like obvious holes in your current system, I hope that this blog has acted as a catalyst to look afresh and take action to make the journey better for your customers.

In this example, with a B2B tech product/service we know that there are 4 key areas this customer journey work addresses –

Complex buying committees The decisions about supplier, installer or provider usually involve multiple stakeholders (IT, procurement, finance and existing users) so you’ll need many of these touch points in order to satisfy the broad range of requirements key people within the committee bring to the table. Again, it’s about listening more than broadcasting.
Long sales cycles Be honest with everyone internally about the length of the burn. If your customers journey regularly takes months, there will need to be a lot of touch point engagement, this needs to be joined up, strategic thinking, ensuring everyone knows what role they have to play, and when to play it. Don’t assume investing in the customer journey is some sort of quick fix. This is a cumulative process, be patient, the results will come.
Digital-first behaviours: Most B2B buyers do their research and due diligence online before contacting sales. There will be more people actively engaged with your product or service than you realise – remember the vast majority of people observe (the silent majority), especially within the B2B space.
Post-sales is crucial: It’s my last point and probably the most important TBH. How you onboard, support, and drive adoption, and retention are all customer journey touch points.

I hope that this has been helpful. Our customer journey’s have evolved a lot since the days of knocking on doors, looking for a place to stay. Whether you’re an experienced pair of hands or a relative newbie, the customer journey is everywhere. It’s in everything and every one – though we don’t all like to admit it.

It’s ever present because it’s human and when it’s delivered with human values, it connects.

It’s also a dynamic space, where things move, change and evolve. So if you have previously invested in your customer journey and perhaps you’ve not maintained it as well as you might, maybe now is the time to re-evaluate, step back in and see what your customers are missing out on, and how you can help them find their tribe.

We are actively involved in the strategic design, development and communication of all aspects of the customer journey. It is the map that we use to develop brands, following our human to human thinking. If you’d like to know more, Andy is happy to explain what we do, how we fit and explore what we can do to create a buzz for your business.