Every business likes to think it knows its customers inside out, but the reality is often more complicated. People don’t move neatly from point A to point B when they interact with a brand. They take detours, switch channels, and sometimes drop off entirely. That’s where journey mapping comes in. Instead of guessing what customers go through, it lays out the real steps they take, highlighting the pain points and missed opportunities along the way.
In the UK, a number of companies specialize in this kind of work. Some focus on the research side, digging into data and customer feedback to sketch the bigger picture. Others bring design thinking into play, turning those insights into practical changes that teams can actually roll out. What ties them together is the aim to make interactions less frustrating and more connected, whether that’s in retail, finance, healthcare, or any other sector where customer experience matters.
1. A-listware
At A-listware, we work with companies in the UK to support digital transformation through a wide range of technology services. One of the areas we focus on is journey mapping, where we help organisations understand how customers interact with their products and services across different touchpoints. By combining design, development, and data analysis, we make it easier to see where processes break down and how they can be improved.
Our team handles both the technical and research sides of this work. We can look into customer behaviour, collect and interpret feedback, and use those insights to shape better digital experiences. Because journey mapping often connects with wider projects, such as UX design or application development, we approach it as part of a broader ecosystem rather than a stand-alone task. This way, we make sure the changes are practical and connect smoothly with the systems already in place.
Key Highlights:
- Provides journey mapping services for UK organisations
- Experience across enterprise, SMB, and startup projects
- Combines UX, data analytics, and software development in delivery
- Focus on integration with existing systems and processes
- Supports ongoing improvement through consulting and technical input
Services:
- Customer journey mapping and analysis
- UX and UI design
- Application development and modernization
- Data analytics and reporting
- IT consulting and infrastructure support
- Cybersecurity and system protection
- Dedicated development teams for ongoing projects
Contact Information:
- Website: a-listware.com
- Address: St. Leonards-On-Sea, TN37 7TA, UK
- Phone: +44 (0)142 439 01 40
- Email: info@a-listware.com
- Facebook: www.facebook.com/alistware
- LinkedIn: www.linkedin.com/company/a-listware
2. Lens
Lens is a UK-based agency that works with organisations to understand and improve customer journeys. The company was one of the early specialists in journey mapping and still focuses on helping teams see the customer perspective clearly. Their approach combines mapping, research, and design to show how customers actually interact with services and where those experiences can be improved.
The agency provides both high-level strategy and detailed mapping work. This includes looking at current journeys, exploring specific touchpoints, and designing future experiences that align better with customer needs. Alongside mapping, Lens also supports customer strategy, insight, and experience research, making the service practical and connected to broader business goals.
Key Highlights:
- Provides customer journey mapping services in the UK
- Focuses on mapping, redesign, and deep dive analysis
- Uses research and customer insight to shape recommendations
- Connects journey work with wider strategy and business outcomes
Services:
- Customer journey mapping and design
- Journey optimisation and redesign
- CX research and persona development
- Customer strategy and experience healthchecks
- Customer insight and validation
Contact Information:
- Website: thisislens.co.uk
- Phone: +44 (0)113 344 8640
- E-mail: hello@thisislens.co.uk
- LinkedIn: www.linkedin.com/company/lens-consulting
3. The Customer Journey Consultancy
The Customer Journey Consultancy works with UK organisations to build customer journeys that reduce effort, cut service costs, and improve overall experience. The company’s focus is on showing businesses how customers actually move through their processes and what can be changed to make those interactions easier and more consistent.
Their work spans mapping workshops, CX strategy, and customer research. The consultancy has experience with sectors such as healthcare, housing, finance, and education. They combine mapping with analysis and practical recommendations, supporting both short-term fixes and longer-term strategy for organisations that want to put customer experience at the centre of their operations.
Key Highlights:
- Delivers customer journey mapping for organisations in the UK
- Works across multiple sectors including healthcare and finance
- Provides workshops, research, and CX strategy support
- Focuses on reducing customer effort and improving delivery
Services:
- Customer journey mapping workshops
- Customer experience research
- CX strategy and healthchecks
- Persona and customer needs mapping
- Stakeholder engagement tools and guides
Contact Information:
- Website: customerjourney.uk.com
- Address: 2nd and 3rd Floors, Northgate House, Upper Borough Walls, Bath BA1 1RG
- Phone: 07860 633235
- E-mail: info@customerjourney.uk.com
- LinkedIn: www.linkedin.com/company/customer-journey-consultancy-ltd
4. CGA
CGA is a UK consultancy that delivers customer experience and journey mapping services using its own methodology called Heartbeat®. This approach combines customer research with mapping techniques to show how people move through different touchpoints and what emotions are tied to those steps. The company uses these insights to highlight gaps between expectations and delivery, helping organisations see where to focus improvements.
The consultancy develops segmentation models and personas to give a clearer picture of customer needs. Alongside mapping, CGA works on strategy, research, and change programmes, aiming to translate insights into actions that can be applied across marketing, service, and support functions. Their work covers full end-to-end journeys as well as specific segments or digital paths.
Key Highlights:
- Provides journey mapping services in the UK
- Uses Heartbeat® methodology for customer experience mapping
- Focuses on end-to-end journeys and detailed segments
- Supports strategy and change programmes based on insights
Services:
- Customer journey mapping and redesign
- Heartbeat® diagnosis and analysis
- Segmentation and persona development
- Customer experience research and strategy
- Application of insights to change programmes
Contact Information:
- Website: www.cgaexperience.com
- Address: S2 Mill House Centre, 108 Commercial Road, Totton, Southampton, SO40 3AE
- E-mail: info@cgaexperience.com
- LinkedIn: www.linkedin.com/company/cga-navigators-of-experience
- Twitter: x.com/cga_experience
- Facebook: www.facebook.com/cgaexperience
- Instagram: www.instagram.com/cgaexperience
5. Fresh Egg
Fresh Egg provides journey mapping services in the UK. The team takes audience research, turns it into simple maps, and uses those to spot what helps or blocks progress. Work starts with empathy mapping and interviews, then moves into clear visuals that show moments of truth across the journey.
Fresh Egg links mapping with practical next steps. They connect the findings to content, UX, and digital marketing so changes are not just on paper. Many clients use the maps as a shared reference, which keeps teams aligned on what customers actually experience.
Key Highlights:
- Provides customer journey mapping in the UK
- Uses empathy mapping and audience interviews
- Focus on moments of truth and pain points
- Connects mapping to CX and digital strategy
Services:
- Customer experience journey mapping
- Audience research and validation
- CX discovery and recommendations
- Content and digital strategy support
Contact Information:
- Website: www.freshegg.co.uk
- Address: 1-13 Buckingham Road, Worthing, West Sussex, BN11 1TH, United Kingdom
- Phone: 01903 337 580
- LinkedIn: www.linkedin.com/company/fresh-egg
- Twitter: x.com/freshegg
- Facebook: www.facebook.com/FreshEggUK
- Instagram: www.instagram.com/freshegguk
6. insight6
insight6 delivers journey mapping across the UK and Ireland. The company runs facilitated sessions with local CX specialists, looking at every touchpoint to uncover gaps, emotions, and friction. The process is tailored to the organisation and sector, with a practical focus on what to change first.
insight6 links mapping with follow up support. After a session, teams leave with clear actions, ownership, and a view of how to measure progress. Coverage spans many sectors, which helps clients compare patterns and set realistic improvements.
Key Highlights:
- Provides customer journey mapping in the UK
- Local CX specialists lead mapping workshops
- Sector coverage includes retail, healthcare, hospitality, and more
- Emphasis on actionable steps and ongoing support
Services:
- Customer journey mapping facilitation
- Touchpoint and pain point analysis
- Stakeholder workshops and coaching
- Post mapping action planning
Contact Information:
- Website: www.insight6.com
- Address: 4th floor, Silverstream House, 45 Fitzroy Street, Fitzrovia, London W1T 6EB
- Phone: +44 (0) 800 970 8987
- E-mail: enquiries@insight6.com
- LinkedIn: www.linkedin.com/company/insight6-uk
- Twitter: x.com/insight6CX
- Facebook: www.facebook.com/insight6CX
7. Martin Newman
Martin Newman provides journey mapping consulting in the UK. The work covers each stage of the experience, from awareness to post purchase, and looks at where the journey drifts from customer expectations. The approach blends qualitative feedback with operational signals to find the changes that matter most.
Martin Newman supports teams through a structured process. Discovery sets objectives, mapping gathers the picture, and analysis turns it into clear steps. The focus is on steady improvements that teams can own and track over time.
Key Highlights:
- Provides customer journey consulting in the UK
- Full journey view from first contact to after sales
- Mix of qualitative insight and operational review
- Structured process with clear recommendations
Services:
- Customer journey mapping and review
- Insight development and prioritisation
- Action planning and implementation support
- Ongoing check ins for continuous improvement
Contact Information:
- Website: www.martinnewman.co.uk
- LinkedIn: www.linkedin.com/in/martindnewman
- Twitter: x.com/martinnewmancc
- Facebook: www.facebook.com/martinnewmancc
- Instagram: www.instagram.com/martinnewmancc
8. Akendi
Akendi works on journey mapping in the UK with research at the core of what they do. They talk to stakeholders, spend time with customers, and watch how people actually interact with services. All of that gets pulled together into maps that make it easier to see where things go well, where they don’t, and what could be improved across different channels.
Those maps aren’t just reports that sit on a shelf. Akendi uses them as a reference point for design and change, giving teams a roadmap that covers both quick fixes and longer term improvements. The idea is simple enough: link research, design, and delivery so the changes made don’t fade away but actually last.
Key Highlights:
- Provides customer journey mapping in the UK
- Research led approach across channels and segments
- Visual maps used as a shared reference
- Roadmap focuses on practical opportunities
Services:
- Stakeholder and customer research
- Journey mapping and visualisation
- Gap analysis and prioritised recommendations
- Roadmap for continuous improvement
Contact Information:
- Website: www.akendi.co.uk
- Address: The Tram Shed, 184 East Rd, Cambridge CB1 1BG
- Phone: +44 (0)1223 853907
- LinkedIn: www.linkedin.com/company/akendi
- Twitter: x.com/akendi
- Facebook: www.facebook.com/AkendiUX
- Instagram: www.instagram.com/akendi_inc
9. Novicell
Novicell offers journey mapping in the UK as part of their digital strategy work. They usually start by setting clear goals and scope, then map out the steps different audiences take. Along the way, they connect data and research to each stage so it’s obvious where the journey works and where it doesn’t.
From there, the insights get turned into a practical plan. Workshops are used to gather ideas, which are then narrowed down and prioritised. The end result is a set of actions tied directly to channels, content, and platform decisions, making the changes easier to put into practice.
Key Highlights:
- Provides customer journey mapping in the UK
- Five step method from goals to action plan
- Uses analytics and research to validate steps
- Connects journey design to digital roadmap
Services:
- Journey mapping and step by step modelling
- Data collection and audience validation
- Future journey design and prioritisation
- Digital roadmap and implementation planning
Contact Information:
- Website: www.novicell.com
- Address: 21-33 Great Eastern Street, EC2A 3EJ, London
- Phone: +44 (0)20 8144 8142
- E-mail: hello@novicell.co.uk
- LinkedIn: www.linkedin.com/company/novicell-uk
- Twitter: x.com/NovicellUK
- Facebook: www.facebook.com/novicelluk
- Instagram: www.instagram.com/novicelluk
10. Livework
Livework provides journey mapping in the UK and has been doing this kind of work for more than twenty years. The consultancy helps organisations look at the customer experience as a whole and link it back to business goals and operations. Their approach produces things like customer segments, service maps, and end-to-end journeys that make it clear where the gaps and opportunities are.
They also don’t treat mapping as a one-off exercise. With their partnership with TheyDo, Livework supports journey management on an ongoing basis. This way, maps stay current and useful, guiding both everyday decisions and bigger strategic changes.
Key Highlights:
- Provides journey mapping services in the UK
- Focus on end-to-end customer experience and service design
- Outputs include customer typologies, service maps, and opportunity maps
- Offers journey management tools for ongoing updates
Services:
- Customer journey mapping and management
- Customer segmentation and typology development
- Service architecture design
- Opportunity mapping and prioritisation
- Journey management platform support
Contact Information:
- Website: liveworkstudio.com
- Address: 29 Clerkenwell Road, London, EC1M 5RN, UK
- E-mail: contact@liveworkstudio.com
- LinkedIn: www.linkedin.com/company/livework
- Instagram: www.instagram.com/theliveworker
11. Empathyce
Empathyce offers journey mapping in the UK with a clear focus on real customer experiences. The consultancy is led by Jerry Angrave, who has worked in CX for many years. Their approach often means stepping into the customer’s shoes directly, whether that’s through testing digital journeys, walking through physical spaces, or looking at how people handle disruption.
The work goes beyond customers alone. Empathyce also looks at employee experience and accessibility, making sure recovery options are part of the journey for when things don’t go to plan. The maps and insights are then used to guide CX programmes and help teams stay focused on what really matters to people.
Key Highlights:
- Provides customer journey mapping services in the UK
- Emphasis on real customer and employee perspectives
- Includes accessibility and service recovery in mapping
- Supports CX programme development and training
Services:
- Customer journey mapping and evidence gathering
- CX strategy and programme management
- Accessibility audits and empathy training
- Professional development and mentoring
- Speaking and workshop facilitation
Contact Information:
- Website: empathyce.com
- Phone: +44 (0) 7917 718 072
- E-mail: jerryangrave@empathyce.com
- LinkedIn: www.linkedin.com/in/jerryangrave
12. Hubbl
Hubbl offers journey mapping in the UK as part of its wider digital and brand consultancy work. They look at customer touchpoints across different channels, content, and devices to spot where things overlap, fall short, or get missed entirely. The mapping can cover the whole journey or zoom in on specific personas and goals, and when data is available, it’s layered in to add more detail.
The idea is to use mapping as a practical tool to find pain points and focus on what really matters to customers. At Hubbl, this work usually connects straight into brand and digital projects, so the insights feed directly into changes in content, design, and marketing activity.
Key Highlights:
- Provides customer journey mapping in the UK
- Focuses on touchpoints across digital and offline channels
- Uses persona-based and goal-specific mapping when needed
- Connects mapping insights to wider digital strategy
Services:
- Customer journey mapping
- Persona development
- Brand identity and messaging
- UX and web design
- Content creation and copywriting
Contact Information:
- Website: www.hubbl.agency
- Address: 127 Third Avenue, Batchmere, Chichester, West Sussex, PO20 7LB, UK
- Phone: 0333 050 2156
- E-mail: hello@hubbl.agency
- Twitter: x.com/HubblMarketing
- Facebook: www.facebook.com/hubblmarketing
- Instagram: www.instagram.com/hubbl_marketing
13. Heart of the Customer
Heart of the Customer offers journey mapping in the UK and works with organisations to turn insights into practical change. Their approach looks at the full journey from start to finish, paying close attention to emotions, pain points, and what customers are really trying to achieve along the way. The goal is to make maps useful for teams so they can act on them, not just look at them.
The consultancy ties mapping into wider CX programmes, linking research, customer feedback, and change management. Maps are used to build roadmaps, scorecards, and simple measures that help track whether improvements are actually making a difference in day to day operations.
Key Highlights:
- Provides customer journey mapping for UK organisations
- Focus on end to end journeys and emotion in decision points
- Connects mapping to CX roadmaps and simple measures
- Uses research and voice of the customer to guide change
Services:
- Customer journey mapping and facilitation
- CX program consulting and roadmap creation
- Voice of the customer set up and analysis
- Journey health scoring and prioritisation
- Coaching for teams to act on insights
Contact Information:
- Website: heartofthecustomer.com
- LinkedIn: www.linkedin.com/company/heart-of-the-customer
- Twitter: x.com/heartofcustomer
- Instagram: www.instagram.com/heartofthecustomer
14. Deloitte Digital
Deloitte Digital offers journey mapping and journey management in the UK, helping organisations move past one-off mapping exercises to something more ongoing. Their work connects journeys with operations, technology, and governance, so improvements don’t just happen in silos but carry through consistently across different channels.
They see journeys as living assets that need to be updated and used over time. By setting up processes that include research, backlog shaping, and measurement, Deloitte Digital helps teams keep maps relevant and actionable. The aim is to give a clear sense of where to focus and a practical way to roll out changes without losing momentum.
Key Highlights:
- Provides journey mapping and journey management in the UK
- Links journeys to operations, technology, and governance
- Focus on scale, repeatable methods, and ongoing updates
- Uses research and metrics to guide priorities
Services:
- Customer journey mapping and service blueprinting
- Journey management setup and operating model
- Research, persona work, and metrics definition
- Backlog creation, prioritisation, and delivery support
- Change management and cross team alignment
Contact Information:
- Website: www.deloittedigital.com
- Address: 2 New Street Square, London, EC4A 3BZ
- Phone: +44 (0)20 7936 3000
- LinkedIn: www.linkedin.com/company/deloitte-digital
- Twitter: x.com/deloittedigital
- Facebook: www.facebook.com/DeloitteDigital
Conclusion
To sum it up, journey mapping in the UK has grown into something much bigger than just a one-off workshop. These companies aren’t drawing neat flowcharts for the sake of it – they’re helping teams spot where things break down and giving them practical ways to fix it. Some put more weight on research, others lean into design, and many tie the work into wider transformation projects, but the goal is the same: make customer interactions smoother and less frustrating.
For businesses of any size, mapping can bring out details you don’t always see from the inside. It’s not just about quick fixes, though those can help, but about building a habit of keeping the customer’s view in mind over the long term. And while it can feel a bit uncomfortable to dig into those rough spots, the companies doing this work show that it’s often the step that leads to real improvements for both the business and the people it serves.
