Customer Journey Maps

Ever made a customer journey map that got stuck in a deck, then forgotten?

Yeah, you’re not alone.

At the INSIDE CRM Meetup in Berlin, Chiara, CRM Manager at Project A, proved that when used right, a journey map isn’t just a framework. It’s a weapon. A way to fix real problems, earn trust, and even make product teams rethink their roadmaps.

She’s been in CRM for over six years across e-commerce, subscription, digital products and she’s lived all the usual headaches. In her talk, she gave us three stories where mapping the journey did what most tools only promise: it made impact.

What you’ll take away in 5 minutes:

💡 How a two-line email saved support from drowning
💡 Why your Trustpilot score isn’t going anywhere if you ask at the wrong time
💡 What to show product when they tell you “not now”

First, let’s be clear — this isn’t about pretty diagrams

Chiara laid it out. The customer journey isn’t just about CRM emails or retention flows. It’s the whole ride a user takes. From “I’ve never heard of you” to “I’m telling my mates about you.”

You’ve probably seen the classic five stages. They’re not new. But what matters is how you use them:

1. Awareness – They find you. Say something worth hearing.

2. Consideration – They size you up. Show them why you’re better.

3. Decision – They buy. Don’t make it hard.

4. Retention – They stay. You stay relevant.

5. Advocacy – They shout your name. You just ask — and act.

And no, your journey doesn’t have to follow that order. What matters is that you map it the way your customers actually move.

Case 1: “Where’s My Order?” — Solved

What happened: An e-commerce company was drowning in support tickets. Over 70% were customers asking one thing: Where’s my order?

What was going on: Product was sending tracking emails… just not until the item was ready to ship. That meant hours — or days — of silence after someone paid.

The fix: Chiara’s team didn’t wait. They dropped a CRM-triggered email right after checkout. No fluff. Just: “Hey, we got your order. Tracking’s coming in the next 48 hours.”

The result: Support tickets dropped 67%. That’s not a tweak. That’s a shift.

Case 2: Stop Asking for Reviews at the Worst Time

What happened: A subscription-based service wanted to boost their Trustpilot score. But they only asked for reviews after payments. Not exactly a warm moment.

What was going on: That approach works for e-com. But this wasn’t e-com. It was a different kind of customer rhythm.

The fix: After mapping the journey, Chiara’s team pinpointed where people were actually happy — like after a good support chat or discovering a killer feature.

They added review invites to those moments. With filters. No one wants 5 requests in one week.

The result: Score climbed to 4.3. Green. Visible. Legit.

Case 3: When Product Doesn’t Listen — Show Them the Map

What happened: A real estate platform had one problem: CRM couldn’t own any triggers. Everything lived with product. And product had... no time.

What was going on: Product knew they were a blocker. But they didn’t get what they were blocking.

The fix: Chiara didn’t push harder. She mapped two journeys: one for how things were, one for how they could be — and layered in the performance impact.

Then she didn’t just send it to product. She sent it to everyone. More eyeballs. More pressure.

The result: Product shifted priorities. Trigger migration started the next month. CRM got more control — and earned some real clout.

Key Takeaways

- Maps make things real
- Don’t copy what doesn’t fit
- If they won’t listen, make it visual

About the Speaker

Chiara Zanchetta’s not a “CRM person” in the narrow sense. She’s a systems thinker. With six+ years of doing the job across fast-paced industries, she’s figured out what works: collaboration, timing, and knowing when to push. Journey maps are her way of getting CRM out of its silo — and into the conversations that matter.

About the Meetup

Organised by Audrey Mann and Jessica Jantzen, the INSIDE CRM Meetup is a platform for CRM professionals to share insights, strategies, and success stories. It brings together experts from various industries to discuss the latest trends and innovations in customer relationship management.

Disclaimer: This article has been generated with ChatGPT based on an audio transcript and presentation slides from the INSIDE CRM Meetup. The content has been reviewed by the presenter to ensure accuracy and relevance.