Customer Research and Journey Mapping

Customer research, segmentation and journey mapping is the backbone of better customer experience.
Customer Research and Journey Mapping

Customer Journey Mapping

Customer Journey Mapping is a framework used for customers and brands to drive innovation and customer experience excellence. The Customer Journey Mapping Workshop is a collaborative, exercise-based session where customers and brands actively contribute their thoughts and ideas for optimizing the customer experience around a specific phase of the journey. Participants in the workshop are led by a group of facilitators to describe, in detail, all of the actions, people, and things encountered during a pre-determined phase of the customer journey. In addition, we uncover imperative moments, areas of strength, and pain points customers encounter along the way. The resulting map visualizes customer engagement gaps, trusted resources, and areas of opportunity.

The outcome of Customer Journey Mapping is an actionable blueprint to alleviate problem areas and exceed customer needs that align to marketing strategies, content, customer experience, and technology platforms.

Customer Segmentation

Customer segmentation is the practice of dividing a customer base into groups of individuals that are similar in specific ways. The most common ways in which businesses segment their customer base are by demographic information, geographic information, psychographic information, and behavioral information.

Why is segmentation important? It allows organizations insights into their customers, and the ability to connect with them relative to their specific needs and wants. In the long run, this benefits both the customer and the organization – the customer receives what she needs and the organization uses resources as efficiently as possible to reach them.


The creation of customer personas provide a reliable and realistic representations of your key audience segments. Our personas are informed by existing customer data, customer surveys, interviews and focus groups.

ECENTA Digital focuses on two types of personas: customer personas and user personas. When we understand the customer’s expectations throughout the engagement journey, we never under deliver or fall short of meeting their needs. User personas inform flows and information architecture, making it easy to engage with people and for customers to find content that matters to them.

If we know how people think and feel we create stronger messages and a stronger brand. Personas enable our clients to shape messaging that resonates with each audience and address their individual pain points and needs.

CONNECT NOW with ECENTA Digital and start creating more meaningful customer experiences.