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Experience and Journey Mapping

Put your people at the heart of your brand

What is Experience and Journey Mapping and why is it important?

Journey mapping helps you make a great first impression and keeps more people engaged with your application process. It identifies all the touchpoints where your students, prospects or candidates interact with you – from initial engagement and conversion to progression and success.

 

What is Experience and Journey Mapping and why is it important?

Journey mapping helps you make a great first impression and keeps more people engaged with your application process. It identifies all the touchpoints where your students, prospects or candidates interact with you – from initial engagement and conversion to progression and success.

 

The benefits of Experience and Journey Mapping

  • Learn where you’re losing people or damaging their perception of you
  • Segment audiences to create personalised and effective communication strategies
  • Identify the critical touchpoints, so you can focus on the areas that have the greatest impact
  • Highlight tasks that can be CRM-automated – freeing up time to deliver a more human experience
  • Gain data-driven insights that help you prioritise initiatives that improve the brand experience

Our approach:

We review how each stage of your application process impacts your success and find areas for improvement. 

Explore the steps we take below.

Step one

Getting the big picture

We’ll agree on the deliverables and review your existing research and touchpoints.

 

Step two

Designing and running research 

We’ll use everything from surveys and focus groups to interviews and mobile ethnography to gather the experiences of your audience groups.

 

Step three

Analysing and segmenting

We’ll often develop personas at this point, so we can map out bespoke journeys for your key audience groups.

Step four

Creating the maps

Using our findings, we’ll map out the journeys and highlight the impact of each touchpoint.

Step five

Sharing the knowledge

We’ll run stakeholder workshops to align your teams around the common goal of improving the brand experience. We’ll also focus on redesigning your experience and identifying any quick wins.

Recent Experience and Journey Mapping projects:

How we helped Oxford Brookes University to deliver better experiences for customers at every stage

Oxford Brookes University had an ultimate aim – to deliver excellent experiences to their customers, from their initial awareness to alumni. But first, they needed a better understanding of them.

  • What were people’s motivations, needs and challenges?

  • What were their expectations?

  • And how well were those expectations being met?

They partnered with us to find out the answers. And they now have a clear direction and prioritised action plan to improve its customer experience.

 

“Your Brand isn't just a logo - it’s how people experience you every single day. And we give a damn about getting that right.”

 

Meet our Experience and Journey Mapping experts:

Sarah Sturgess

Sarah Sturgess

As our Chair & Managing Director, Sarah has shaped SMRS into the organisation it is today - and has helped employers around the world create better environments for their people. 

Vicky Conroy

Vicky Conroy

As Consultancy and Insight Lead, Vicky leads our team of 15 consultants and strategists with expertise in areas including marketing, brand, creative, market research and data science. As a Higher Education specialist, Vicky delivers and implements effective and innovative strategic solutions to overcome marketing and recruitment challenges for our university clients.

Ed Layt

Ed Layt

Leading a team of 15 consultants and strategists, Ed has a deep understanding of both the challenges of the education marketplace as well as the realities of working within an institution. With over 18 years of education experience, he’s delivered marketing consultancy projects with more than 100 further and higher education institutions.

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