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PH1 core capbility
YEARS EXPERIENCE
10+ years
TYPICAL CLIENT
VP Marketing, Director of CX, CMO, Chief Digital Officer
NECESSARY TIMELINE
2 to 3 months
BUDGET NECESSARY
Up to $100,000
Our POV
Journey maps fail when they are built from inside the organization. You cannot transform an experience you have not seen the way the customer sees it — and you cannot fix a service you have not blueprinted from the back-stage systems that actually deliver it. PH1 has been doing both for fourteen years: the customer's version and the service architecture that enables it, as one engagement, not two.
The other belief shaping this practice: not every touchpoint benefits from AI. Organizations that apply AI indiscriminately make their customer experience worse, not better. PH1's journey mapping is built to pinpoint exactly where AI creates monetization opportunity, where it modernizes workflows, and — critically — where it should be left alone.
What We Do
We design and facilitate a structured research process that includes customer interviews, behavioral observation, and stakeholder workshops. We map the end-to-end journey across all relevant segments, identify the moments that matter and the handoffs that break, and blueprint the back-stage services that must operate to deliver the experience at scale.
Every journey map includes an AI opportunity analysis: where AI creates genuine value, where it would be rejected or ignored, and what service design changes are required to make the AI moments actually work. Per Forrester's 2026 direction — from maps to measurable impact — every PH1 journey map is built to drive decisions, not hang on walls.
What We'll Deliver
End-to-end customer journey map with friction points, moments-that-matter, and segment variations documented
Service blueprint covering the back-stage systems, handoffs, and processes required to deliver the experience
AI opportunity analysis: where AI monetizes, where it modernizes workflows, and where it should not be applied
Future-state journey and service design showing the experience the organization is building toward
Prioritized opportunity set tied to specific customer and business outcomes
Workshop materials and executive summary deck for stakeholder alignment
When This is Essential
Before committing to a major customer experience or digital transformation investment
When AI is about to enter the customer experience and leadership needs an evidence-based map
When customer complaints or NPS scores do not match internal performance dashboards
When the organization is unifying multiple product teams, channels, or brands
When a publicly-funded organization needs to reset strategy around evidence leadership will fund
Frequently Asked Questions
How long does a customer journey mapping engagement take?
PH1 engagements typically run 6 to 10 weeks from kickoff to final deliverables. Longer engagements are structured as phased work, starting with research and ending with service design and workshop facilitation.
How is PH1's journey mapping different from what an agency produces?
Most agency journey maps stop at the front-stage customer journey. PH1's engagement always includes the back-stage service blueprint — the systems, handoffs, and operational realities that determine whether the front-stage experience can actually be delivered. We also pinpoint where AI creates value and where it should not, grounded in behavioral evidence rather than technology trends.
What if we have already done journey mapping before?
PH1 often starts with existing journey maps and pressure-tests them against live behavioral research. Most organizations find that the map they thought was accurate is outdated by 12–18 months, and the service design layer has never been built.
Do you work alongside our internal research team?
Yes. PH1's lean, senior team integrates directly with in-house researchers, product managers, and service designers. We do not replace your team — we bring fourteen years of external pattern recognition your team cannot get from the inside.
What is the typical budget range?
$50K to $125K depending on the number of segments, the depth of service design, and whether AI opportunity mapping is included in the scope.
Combine With These Services
Rapid Prototyping Sprint — Validate redesigned journey steps and reduce risk before release
CX AI Research & Strategy — Turn journey insights into a full customer experience strategy for the AI era
Website Modernization for AI Era — Apply journey findings to modernizing your digital experience with evidence
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Submissions