Contents
Step 1: Define the journey and customer profiles
Before mapping anything, you need to be clear about who your typical customers are (personas) and what their usual buying journey looks like. Without that foundation, the map produces a generic picture that reflects the real behaviour of no customer segment at all.
Step 2: List every touchpoint, not just the purchase
The customer journey is not limited to the act of buying: frustrations can arise before (research, comparison), during (ordering, payment) or after (delivery, support, renewal). A map that stops at the transaction consistently misses the most common causes of lasting dissatisfaction.
Step 3: Identify the frictions at each stage
For each touchpoint, the task is to identify what degrades the experience: a delay that is too long, missing information, a redundant step. No customer experience is perfect from day one. The aim of this step is not to fix everything at once, but to make visible the friction points that, left untreated, end up costing you customers.
Step 4: Prioritise the fixes
Not all frictions are equally important, nor equally costly to fix. The most effective approach is to tackle the most urgent and simplest fixes first, then take on the heavier workstreams once momentum has built.
Step 5: Treat mapping as an ongoing process, never a one-off task
Technologies and customer expectations change constantly, and a static map quickly becomes obsolete. Good practice is to revisit the journey regularly, especially after any change of product, process or sales channel.
The digital dimension
In Morocco, a growing share of the customer journey runs through digital touchpoints: the website, WhatsApp, the customer portal. Journey mapping cannot be limited to human interactions. It must explicitly include these digital channels, which are often responsible for a significant share of the frictions observed.
Touchpoints specific to the Moroccan journey
| Stage | Touchpoint | Common friction | Improvement idea |
|---|---|---|---|
| Discovery | WhatsApp, social media | Slow or no response outside business hours | Automatic welcome message and a stated response time |
| Purchase | Website, branch | Website in French, adviser replying in darija: a jarring change of tone | Align languages across channels |
| E-commerce order | Confirmation call | Cash on delivery, which is very widespread, makes the confirmation step decisive | Clear confirmation script and an announced delivery slot |
| Sign-up (banking, insurance) | Branch, supporting documents | Repeated trips, documents requested again | A single list of required documents given at the outset |
| After-sales | Phone, WhatsApp | The customer has to repeat their problem to every person they speak to | History shared across teams |
This table illustrates common frictions. Your own map should start from observing your actual customers.
Practical checklist
- Choose a single priority journey to start with.
- Include every channel: digital, phone, branch, WhatsApp.
- Have the map validated by frontline staff.
- Rank frictions by impact and ease of correction.
- Set a date for reviewing the map.
To build a journey with these steps in mind, see what we build.
Further reading
- 4 min read
- 4 min read
- 3 min read
Frequently asked questions
Which tool should you use to map a customer journey?
The method matters more than the tool: a simple spreadsheet or a shared visual board is enough to start. What matters is involving people who genuinely know the customer's journey, not just the internal theory of the process.
Should you map every customer segment at the same time?
No. It is generally more effective to start with the most strategic or most problematic segment, then extend the method to other segments once the first map has been validated in the field.
General information, not legal advice.
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