We’ll use a customer journey mapping technique to understand the key points in the customer journey for your different customer types.

Once the key points are mapped out we’ll work each customer type through their journey identifying how they feel at each point along it.

We’ll then repeat this process with an ideal client journey in mind, mapping out how they’d ideally be feeling at each stage and therefore allowing us to identify where the current gaps in customer experience occur.

Doing this with your different customer types will allow you to spot where there are key points that are not currently performing for all customer types, as well as spotting discrepancies or opportunities across them individually.