Informing a Customer Centric Strategy through Journey Mapping
- Phase 5 was commissioned to develop customer journeys for the following industries: industrial, VAR manufacturers, graphic manufacturers and health care in order to inform product development and marketing, improve customer experience and guide digital strategy.

- Through the research, Phase 5 uncovered the following:
- All touchpoints from initial awareness through post-purchase and support
- How customers learn about products
- How customers evaluate and inspect products
- Who is involved in making purchase decisions
- Expectations, pain points and areas for improvement at each touchpoint
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Author: Stephan Sigaud
Stephan Sigaud, MBA, is Phase 5’s Chief Marketing Officer. Stephan is passionate about partnering with clients to address their challenges and opportunities around customer centricity. He has more than 25 years’ experience in Market Research and Customer Loyalty and Experience. A past Board Director of the Insights Association, he has also been volunteering with the Customer Experience Professionals Association (as past Chair of the CXPA Toronto Network) and the Canadian Marketing Association (as member of the Leaders Network and past co-Chair of the CMA CX Council).