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Data Model for Customer Journey Mapping (Intermediate) 
An Access Database is available on demand.

We designed a simpler version back in 2010.
On June 11th we created our third draft POC that could provide data to be integrated with the Oracle Retail Model.
On May 15th. 2014, I went to a Sales Exhibition in the Excel Centre in London and attended an interesting presentation by Oracle,
which included this slide that helped me with the Specifications for this Data Model.

I found additional interesting material including :-
  • Customer Journey Map on the Web Site of Experience Solutions.
  • "Designing CX" at Stanford University in California, including an example for Heathrow Airport and for three models for three
    different ways of mapping Journeys.
    I have adopted a Swim Lanes approach to simplify the design of the Data Model and make it more relevant and easier to use :-
    1. Existing Customer Attitudes and Emotions
    2. Supplier Responses
    3. Customer Experience
    4. New Customer Attitudes and Emotions

    Example of a Customer Journey Mapping from Progress

    Example of a Customer Journey Mapping from Apigee

    Logical Data Model

    Customer Journey Mapping (Intermediate) Data Model


    Barry Williams
    Principal Consultant
    Database Answers Ltd.
    London, England
    June 29th. 2016


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