Journey Mapping
End-to-end journey mapping across every touchpoint and channel: discovery, purchase, onboarding, support, renewal, advocacy. Pain points named and prioritised against revenue impact, not aesthetic preference.
Customer Experience (CX) Consulting, Melbourne
Redesign customer experience end-to-end through journey mapping, service design and AI personalisation.
Our Customer and Experience services are designed in Melbourne for businesses serving customers across Australia.
Methodology
Deliberately designed, not accidentally evolved
We studied what the finest service operators have in common beneath the surface. The answer was not delight, which does not survive being standardised, but the conditions that make it likely, built to hold up under pressure.
We design customer experience the same way: the work behind the scenes comes first, so your people can be at their best in front of customers. Then we build the systems that show you it is working. Customer measures such as NPS, CSAT and effort scores, and a voice of customer program that listens across surveys, social media, support and sales, tell you where expectations are met and where they are not.
Our Customer and Experience team can help with service design and experience strategy around:
- NPS dropping
- Post-acquisition brand merge
- App or portal adoption
- Channel handoffs
- Competition
- Accessibility compliance
- Call centre capacity
- Loyalty programs
- Service recovery
Customers deal with a company as one organisation, but inside many Australian businesses the work of serving them is divided between functions. Different teams handle the website, the call centre, the field service team and the in-store experience. NPS surveys run quarterly without an owned response plan. Complaints get managed one at a time, not aggregated as signals. The brand promise lives in the strategy deck. The customer experiences whatever the most overworked frontline function had time for that morning.
The breaks are predictable. Channel handoffs that force the customer to repeat their problem. AI chatbots that cannot read prior context, escalating to humans who then ask the same questions. Mobile experiences delivered as compressed desktop versions. Service recovery that only happens when someone escalates loudly. Personalisation reduced to using the customer's first name in the email subject line. Bain has tracked the gap consistently: companies that lead on customer experience grow revenues four to eight percent above their market. The gap isn't awareness. It's execution.
A deliberately designed experience is built from evidence, with someone accountable for each handoff between teams. Mapping starts from call reasons, complaint codes and online drop-off points rather than workshop recollection. A Service Design Blueprint draws the line of visibility, linking each customer interaction to the backstage processes and systems that support it. A CX Transformation Roadmap then sets out what to fix and in what order.
- A Customer Journey Map covering every touchpoint from awareness through advocacy, with pain points and opportunities flagged against revenue and retention impact.
- A CX Measurement Framework defining the metrics that matter (NPS, CSAT, CES, plus the bespoke measures your business actually needs), with survey deployment, reporting cadence and action planning templates.
- A Service Design Blueprint showing frontstage customer interactions, backstage processes and the supporting systems that connect them.
- A Voice of Customer Program aggregating signal from surveys, social media, support tickets and sales conversations into actionable insight.
- An Omnichannel Experience Audit using mystery shopping and channel analysis with consistency scoring across web, app, phone, email and in-person.
- A CX Transformation Roadmap sequenced by impact, effort and strategic alignment with quick wins flagged.
Call recordings can be transcribed by AI and coded in the same pass as chat logs, NPS verbatims and app-store reviews. That surfaces patterns a manual coding exercise would take quarters to find. Contact reasons are classified to separate failure demand, caused by something not done or not done right, from value demand. Session replays and funnel drop-offs are read against the same transcripts, so online friction is matched to the calls it generates. Redesign priorities are set by the leadership team, with each fix weighed against cost-to-serve. Personalisation at a scale previously limited to large platforms runs on current-generation models and a clean customer record.
Service often breaks down where work passes from one team to another: the transfer from chat to the call centre, the field technician's handover, the refund approval waiting in someone's inbox. A CRM or experience-management vendor is engaged for the customer data its platform will hold, and a digital agency for the website and app it builds. Those handoffs fall outside both briefs. Our service design covers both the frontstage channels and the backstage processes behind them. The resulting blueprints and roadmap are written for your own teams to work from.
Customer experience services
See every journey your customers take…and fix the gaps
Service Design
Frontstage and backstage service design that fixes the moments customers remember and amplifies the moments they tell other people about. Including the unglamorous operational work that makes the design actually executable.
AI Personalisation
Every customer experience tailored at scale using current-generation AI: recommendation engines, real-time content adaptation, intent classification, and the data architecture that makes personalisation possible without invasive segmentation.
Omnichannel Delivery
Digital and physical channels designed as one continuous experience: web, app, phone, email, in-store. The customer never has to repeat themselves. The brand never feels like a different company depending on the door they walked through.
Customer Journey Map
End-to-end journey mapping across every touchpoint. From awareness through purchase to advocacy, with pain points and opportunities flagged.
CX Measurement Framework
NPS, CSAT, CES, and custom metric design. With survey deployment, reporting cadence, and action planning templates.
Service Design Blueprint
A service blueprint showing frontstage customer interactions, backstage processes, and supporting systems.
Voice of Customer Program
Ensure the customer continues to come first by monitoring customer feedback from surveys, social media, support tickets, and sales conversations.
Omnichannel Experience Audit
Mystery shopping and channel analysis across web, app, phone, email, and in-person. With consistency scoring and gap analysis.
CX Transformation Roadmap
A roadmap prioritising CX improvement initiatives by impact, effort, and strategic alignment. With quick wins flagged.
Research
The World's Greatest Customer Experience
Great customer experience cannot be copied, but the system behind it can be built.
The Connaught Bar in Mayfair and Tres Monos in Buenos Aires, both ranked among the best bars anywhere, look almost nothing alike.
Underneath, they share a system of hiring for temperament, enforced standards, deliberate variation and experiments, which gives trained staff room to improvise.
Our research explores why the world's best customer experiences can't be copied, but what companies can deliver authentic CX and how to scale it online.
Redesign the experience.You're welcome
We aim to answer messages and calls straight away, and always within a business day.
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Rather talk it through? Ring us on 0406 292 352.
Or chat to Frankie, our AI agent, about your business goals.