Customer journey mapping


What is Customer Journey Mapping?

It’s one thing to get people interested in your offer. It’s another to persuade them to buy in. And even once you do, there are many different points on that buying journey at which you could still lose them.

While broader market research will help you understand more generally what your customers want from you and what factors motivate them to buy, our customer journey mapping helps you understand exactly what’s important to your customers at each particular stage of their journey with your brand. That means you can see the detail of where people drop off and, more importantly, discover why.

We can also incorporate our bespoke audience analysis tool, HuPa, to help us see the differences between your customer segments – as the barriers to buying may be very different for each group. For some people it will be seeing the same product cheaper somewhere else, some might feel the order process is too complicated, and others might be turned off by a key piece of messaging.

Whatever the barriers are, understanding them is the key to overcoming them.

Our customer journey mapping helps you answer questions like:


  • Where in the buying journey are you losing people?
  • What specific problems or obstacles are they encountering?
  • Why do those problems stop them buying?
  • Which solutions would draw them back in?

Answering these questions gives you the power to solve your customers’ problems – a crucial factor in improving your conversion rates and upping your sales.


Customer segmentation for FWD Insurance

FWD set out to change the way people feel about insurance. The Asia insurance market is crowded so precise targeting is critical: the right people with the right brand proposition, products, services and communications.


Think our customer journey mapping sounds like just what you need?

We’d love to talk with you about how our insights could help your business grow.



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