Customer Architecture Model of Customer Journey Design

Let’s start by defining customer journey design.

“The customer journey is the complete sum of experiences that customers go through when interacting with your company and brand. Instead of looking at just a part of a transaction or experience, the customer journey documents the full experience of being a customer”

The design element and our FYI customer architecture model comes in the way we help our clients study, understand and engage their customers.

Customer journey design is by no means a new thing but it is more important today than it has ever been and will become more important in the next 5 years. (it’s 2017 when I write this).

Why do I need a customer journey design?

If you are reading this thinking you need a marketing strategy your wrong. Customer Journey Design is what comes before you should even think about marketing strategy.

If you lined up 90% of the marketing agencies out there right now and removed all the branding they would be indistinguishable from each other.


As architects in customer journey design, we work with you to plan and plot how to reach your market for your product, service or idea.

Simply put…FYI are architects in customer journey design.Customer Journey Design is not just an art, but a science. A science in process, data, behaviour and understanding.

Some supporting stats:

  • 18X FASTER SALES CYCLE: Companies with customer journey design experience 18x faster sales cycle
  • 54% BETTER ROI: Companies with customer journey mapping experience 54 percent better marketing ROI
  • 56%  MORE UPSELL: Companies with customer journey mapping experience 56 percent more upsell and cross-sell revenue
  • 24% MORE POSITIVE CUSTOMER EXPERIENCE: Companies with customer journey design experience 24 percent more positive customer experience

(source CMO, Gartner, Forrester)

What is customer architecture?

The FYI Customer Architecture Model is a tool for customer journey design but with a little bit extra. Instead of just looking at the journey your customers take right now and showing where to improve it we deliver a full customer blueprint using the 5 sides of our customer architect model to take you from purpose to a real go to market plan you can use in your business.

Take a quick look at our deck below – email with any questions