How to View your Customer’s Experience: Customer Journey Mapping vs. Customer Lifecycle [Infographic]

Author: Paul Conder
2 / 22 / 2016

Customer journey mapping is a tool that has taken the business world by storm—helping companies build an understanding of their customer’s experience and develop better connections between people and brands. As customer experience (CX) strategists we use this tool often, but we have found that the language being used to describe CX in the industry—between businesses and even sometimes from department to department within a company—is dangerously inconsistent.

Key terms are being used interchangeably. For example, “customer journey” is often being confused for “customer lifecycle,” or even the classic view of a sales funnel. Individual moments in a customer’s journey sometimes get confused for the journey itself.  And single touchpoints (a webpage or app in the digital world, or a retail display or service space in the physical world) are sometimes being described as “moments.” From what we’ve seen, most CX professionals have adopted their own code for keeping this straight, but things don’t seem to be consistent in the industry.

At Lenati, we believe there are four core views of the customer’s experience that apply to our work. Standardizing our language around these four views is critical to the practice of CX. The easiest way to put these views into context is to consider scale—zooming in or out to get a more detailed or wider view. Each level will come into focus, whether it is a customer’s year-over-year interaction with a brand or one moment in the customer’s experience. Deciding which “view” to deploy depends on your business goals and objectives. For example, increasing customer acquisition or perhaps tracking brand engagement may require different views. The below infographic illustrates how we define each level and view into the customer experience.

To learn more about customer journey mapping, download our latest publication on Customer Journey Mapping: 5 Steps to Improving Sales and Brand Loyalty in an Omnichannel Environment.




About the Author

Paul Conder has a twenty year track record leading multidisciplinary teams, bridging the fields of experience design, interior design, product design and retail strategy. Paul has led research and design projects for many leading global brands, including Starbucks, Starwood, Canyon Ranch, Lululemon, Telus, Philips Design, and the 2010 Olympic Games. Previously, Paul was a lecturer in design at Emily Carr and Simon Fraser Universities in Vancouver Canada. Paul was co-founder and chief designer for Microsphere Systems, which received the Best of NeoCon Gold Award and NeoCon’s Most Innovative Product Award for his product design work. He has been featured extensively in international media, including Interior Design magazine, Globe and Mail, Chicago Tribune, Uficiostile Italia, CNN, CBS, TF1 (France) and FOX News.

2 responses to “How to View your Customer’s Experience: Customer Journey Mapping vs. Customer Lifecycle [Infographic]”

  1. Sami Nuwar says:

    Excellent infographic! I definitely see parallels where I sit in Verizon. In creating the CX group in Enterprise we used journey mapping as a tool for people to wake up to the need to view the experience from end to end. It’s a great tool that certainly woke up the beast and several groups in other business units were created nearly overnight.

    Exciting times, but as we all throw terms around loosely, coupled with the hype around the CX profession, we’re stumbling with similar definition challenges. Not insurmountable by any means, but does require constant attention and stakeholder education. Fun nonetheless!

  2. Finally, a clear infographic to explain the differences between a lifecycle and a journey

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