This document accompanies the Customer Journey Map built in Miro. It explains the project brief, the methodology used, the findings from the mapping exercise, the KPIs proposed to measure improvement, and a reflection on what the process revealed. Together the map and this document form a complete Customer Experience (CX) Business Analyst portfolio deliverable.
This project maps the end-to-end experience of a postpaid customer, Olivia, who spots an unexpected surcharge on her monthly bill from Tiwi Telecom, a fictional mobile network operator, and attempts to get it resolved. The journey covers six stages: from the moment she notices the charge, through her attempts to resolve it via self-service and the contact centre, to the moment the issue is fixed and the period that follows.
Tiwi Telecom is a fictional brand created for this portfolio project to allow the scenario to be shared publicly without referencing a real employer.
Billing disputes are one of the highest contact reasons in any telecoms contact centre. They are also one of the most emotionally charged, with customers who feel they have been incorrectly charged come into the interaction already frustrated, and how the company handles it determines whether that customer stays or leaves.
This scenario was chosen because it is operationally familiar. I have worked at the intersection of billing, sales, and technical teams in a telecommunications environment and have observed this journey play out repeatedly from the operational side. The map translates that operational knowledge into a CX perspective, which is the core skill of a Business Analyst working in customer experience.
The Customer Persona | Name | Olivia | | :— | :— | | Age | 34 | | Subscription | Postpaid package, Tiwi Telecom | | Usage | Phone used for both work and personal life (high dependency) | | Bill delivery | Monthly e-Bill delivered by email | | The trigger | Spots an unexpected surcharge on her e-Bill with no clear description of its origin | | Her goal | Understand what the charge is and get it reversed if it is an error, without having to repeat herself multiple times | | Business goal | Resolve the dispute at first contact, retain the customer, and avoid escalation |
A Customer Journey Map is a structured visual tool used by Business Analysts and CX designers to document the full experience a customer has when interacting with a product or service. It goes beyond process documentation by capturing not just what the customer does, but what they think, feel, and struggle with at each stage. Unlike a process flow, which describes what a system or team does, a Customer Journey Map (CJM) is told from the customer’s perspective. This distinction is important because a process can be technically correct while the customer experience is still poor. A CJM makes that gap visible.
The journey was mapped across six stages, chosen to represent the complete arc of the customer’s experience from trigger to resolution:
The moment Olivia notices the surcharge on her e-Bill. This stage represents the trigger (the point at which a routine billing event becomes a service issue).
Olivia tries to resolve the issue without calling by checking the app and chatbot. This stage is critical because self-service resolution is the cheapest and fastest outcome for both the customer and the business. If it fails here, costs escalate.