QuestionPro · Customer journey mapping
Customer journey mapping: draw the journey your customers actually take, then keep it current
Customer journey mapping sets out every stage a customer passes through with you, from first search to renewal or complaint, the touchpoints at each stage and who owns them. Most maps are drawn once in a workshop and then forgotten. This guide gives a step-by-step workshop method, shows how to analyse touchpoints, and explains how feedback collected at each touchpoint on QuestionPro CX, the platform of Interkey's technology partner QuestionPro, keeps the map honest.
Published 9 min read
Orientation
At a glance
The whole page in one table, before the detail.
- What this guide covers
- Mapping the customer journey, analysing its touchpoints and keeping the map current with feedback
- Who it is for
- CX, service, digital and branch teams in Saudi organisations that serve many customers
- The method
- A workshop with the teams who own each stage, checked against what customers say
- The platform
- QuestionPro CX, which lists journey management; QuestionPro is a technology partner of Interkey
- Interkey's part
- Workshop facilitation, touchpoint surveys in Arabic and English, configuration, integration and support from Riyadh
The problem in plain words
- The usual gap: each team sees its own part of the journey. Marketing sees the campaign, the branch sees the visit, support sees the complaint. Nobody sees the customer pass through all three.
- What a journey map does: puts every stage and touchpoint on one page, with an owner for each, so problems between teams become visible.
- Why maps go stale: they are built from what staff believe, then never checked against what customers say.
- What keeps a map current: a short question at the touchpoints that matter, read stage by stage.
What a customer journey map is, and what it is not
A customer journey map is a picture of the stages a customer passes through, such as discovering you, comparing, buying, onboarding, using the service, asking for help and renewing, with the touchpoints at each stage: the website, the app, the branch counter, the call centre, an SMS, an invoice. For each touchpoint the map records what the customer is trying to do, what can go wrong and which team owns it.
It is not a process diagram: a process diagram shows what your staff do, a journey map what the customer goes through, including the waiting and the moments between departments that no process owns. A map is useful only while it matches what customers experience now.
Why journey mapping matters for organisations in Saudi Arabia
Many Saudi organisations now serve the same customer through a branch, an app, a call centre and messaging at once, often in Arabic and English. Banks, telecom operators, retailers, hospitals and service centres are asked to show how the experience improves. A journey map gives management one view of where customers drop out, wait or call back, with a named owner per stage. It also shows where the Arabic and English journeys differ.
Three kinds of customer journey map and their trade-offs
Most organisations start with the first, check it with the second, and keep it current with the third.
| Question | Assumption-based map | Research-based map | Map linked to live feedback |
|---|---|---|---|
| How it is built | A workshop with staff, from what they know | Interviews, observation and existing data, then a workshop | A workshop map, with a short survey attached to key touchpoints |
| What it tells you | Where staff think the journey breaks | Where customers say it breaks, at one point in time | Where it breaks now, stage by stage, and whether it is getting better |
| Effort | Lowest; one or two sessions | Higher; research before the workshop | Setup and integration, then ongoing reading |
| Main risk | It records opinions, not experience | It goes out of date after a few months | Asking too often, or at touchpoints nobody owns |
| When it fits | A first look, or a small team | A redesign of a service or a channel | A programme that must show improvement over time |
The third kind does not replace the other two. It starts from a workshop map and keeps it honest with what customers report at each touchpoint.
Customer journey mapping workshop: a step-by-step method
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Pick one customer and one goal.
For example, a new customer opening an account. One map per journey; a map of everything shows nothing.
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Bring the owners into the room.
One person from each team the customer meets: digital, branch or front office, call centre, operations, billing. Add someone who reads complaints.
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Bring evidence, not only opinions.
Recent complaints, call reasons, survey comments and drop-off points from the app or website. Arabic comments are read in Arabic, not through a translation.
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Draw the stages, then the touchpoints.
Agree five to eight stages in the customer's words. Under each, list every touchpoint, digital and human.
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Mark what the customer is trying to do, and where it goes wrong.
For each touchpoint note the customer's goal, the usual problem and how the customer is likely to feel at that moment.
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Name an owner for every touchpoint.
A touchpoint with no owner is where problems wait. If two teams claim it, settle it in the room.
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Choose the moments to measure.
Pick the three to five touchpoints that matter most and agree one short question for each, the channel to ask on and who follows up a bad answer.
Touchpoint analysis: what to record for each touchpoint
An illustrative example for a customer of a service provider; your stages and owners come from the workshop.
| Stage | Touchpoint | Question to ask | Channel | Owner of a bad answer |
|---|---|---|---|---|
| Onboarding | Account opened in the app or branch | How easy was it to get started? | SMS or in-app link | Onboarding or branch manager |
| Purchase | Order or contract signed | Did you get what you expected? | Email or web link | Sales or account manager |
| Use | First weeks of using the service | Is anything stopping you from using it? | In-app link | Product or service owner |
| Support | Call or chat with support | Was your request resolved? | SMS after the call | Support supervisor |
| Branch visit | Counter or service desk | How was your visit today? | Survey web link printed as a QR code, or a kiosk | Branch manager |
| Renewal | Before the contract or plan renews | How likely are you to recommend us? | Account manager |
Touchpoint analysis is reading this table over time: which touchpoints collect most bad answers and which stage loses most customers.
How feedback at each touchpoint keeps the map current on QuestionPro CX
On QuestionPro CX the journey is mapped first, then feedback is attached to its moments, such as onboarding, purchase, support and renewal. QuestionPro lists journey management alongside Voice of Customer programmes and sentiment analysis on its website. In practice:
- Each measured touchpoint gets its own short survey, sent on the channel that suits it: web link, email, SMS, telephone or the offline app with kiosk mode, listed on QuestionPro's features page.
- Results are read stage by stage. Real-time dashboards and crosstabs show each touchpoint's scores and comments, in Arabic and English, beside the others.
- Comments are classified by sentiment, so a manager sees what repeats at a stage without reading every line. Our team checks the reading on a sample of Arabic comments first.
- A bad answer reaches its owner. Smart Loop workflows send it to the person named on the map, with the comment attached.
Journey analytics, in this sense, is the map read with real answers: when a stage keeps scoring low, the map is redrawn. For the recommendation question at renewal, see NPS software.
Relatedits website
Before you map the customer journey: questions to settle
- Which journey first? The one with the most complaints, the most revenue or the most drop-outs, not the easiest.
- Who owns the map? One person keeps it current and calls the review.
- Which touchpoints will be measured? Three to five to start; more only when each has an owner who reads the answers.
- Which systems trigger a survey? The CRM, the support desk or the app, so requests go out after the real event, not from a manual list.
- Who sees answers linked to customer names, and how long are they kept?
- How often is the map reviewed? A fixed rhythm, for example each quarter, with the stage owners in the room.
Where QuestionPro fits in journey mapping, and where it does not
QuestionPro CX fits once the map exists and you want to know how each stage is actually experienced: it collects the feedback at the touchpoints you chose, reads it in Arabic and English, and routes bad answers to their owners.
It does not do the workshop for you. Choosing the journey, agreeing the stages, naming owners and settling disputes between teams is people's work, and it comes first. Nor does every map need a platform: a small team with few customers can map the journey on a wall and call customers directly.
How Interkey helps, and what drives cost
QuestionPro is a technology partner and the platform is its product. Interkey's work is around it: facilitating the mapping workshop with your teams, writing the touchpoint questions in Arabic first and then English, configuring surveys, workflows and dashboards on QuestionPro CX, and connecting your CRM, support desk and messaging through system integration so each survey goes out after the real event.
Read more
Our team works from Riyadh with Arabic-speaking specialists, so the workshop and the results reviews run in your teams' language. Before the first survey goes out we settle where answers are hosted and who sees those linked to customer names; hosting options are QuestionPro's, confirmed with the vendor against your data classification and data residency rules. Personal data falls under the Personal Data Protection Law, overseen by the Saudi Data and Artificial Intelligence Authority (SDAIA).
Platform licences are QuestionPro's, quoted in Saudi riyals on the vendor's terms; Interkey's work is a written scope beside them. Cost and timeline depend on the number of journeys, touchpoints, channels and systems to connect. For the wider picture, see the QuestionPro page.
Relatedsystem integrationSaudi Data and Artificial Intelligence Authority (SDAIA)
Questions teams ask about customer journey mapping
How long does a customer journey mapping workshop take for a Saudi organisation?
It is estimated per journey. One journey with the owning teams in the room usually takes one or two sessions; the number of teams, the evidence to gather first and disagreements between owners lengthen it. Attaching feedback afterwards depends mostly on the systems to connect.
Who should attend a customer journey mapping workshop?
One person from each team the customer meets on that journey, such as digital, branch, call centre, operations and billing, plus someone who reads complaints. A senior sponsor should attend the final session, to settle who owns disputed touchpoints.
How many touchpoints should we measure on our first journey map?
Map every touchpoint, but measure three to five at first: the ones where customers most often drop out or complain. Add more only when each has an owner who reads the answers and follows up.
Can QuestionPro CX keep a customer journey map up to date with live feedback?
QuestionPro lists journey management among its capabilities. In practice each measured touchpoint gets its own short survey, results are read stage by stage on dashboards, comments are classified by sentiment and Smart Loop workflows send bad answers to the owner named on the map.
Where is journey feedback hosted when we survey customers in Saudi Arabia?
Hosting options are QuestionPro's, and we confirm them with the vendor during scoping against your data classification and data residency rules. Before launch we also settle who sees answers linked to customer names and how long they are kept.
What does customer journey mapping with Interkey cost in KSA?
It is quoted by scope. QuestionPro licences are quoted in Saudi riyals on the vendor's terms, and Interkey's workshop, configuration and integration work is a written scope beside them. The number of journeys, touchpoints, channels and connected systems drives both.
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Plan your customer journey mapping workshop with us
Tell us which journey matters most, which teams own its stages and which channels your customers use. We will suggest the workshop, the touchpoints to measure and the follow-up.
Or directly
+966-11-2180999 [email protected]Tawuniya Towers, North Tower, 7th Floor, King Fahad Highway, Olaya, P.O. Box 56835, Riyadh 11564, Saudi Arabia