Customer journey mapping isn’t new. But doing it well — in a way that’s clear, consistent, and actually drives change — is where most organisations struggle.
That was the case at ČSOB, one of the Czech Republic’s leading banks. They had the right talent and motivation, but every team had a different way of mapping journeys. The result? Misalignment, duplicated efforts, and a lack of momentum.
The Problem: Great teams, no shared map
ČSOB had committed to becoming a truly customer-centric bank. But as they ramped up their CX efforts, one issue kept surfacing: journey mapping wasn’t working.
Teams had different methods, templates, and definitions. Some maps lived in slides, others in Miro. Conversations started with “what are we mapping?” instead of “what should we improve?”
Why most journey mapping efforts fail
Too often, customer journey mapping is treated as a one-off workshop. Or worse, an abstract exercise that feels disconnected from action.
- Teams keep reinventing the wheel
- More time is spent aligning than improving
- No shared language or confidence to act
What SentricityCX did at ČSOB
We helped ČSOB make journey mapping repeatable, practical, and scalable.
- Co-designed a journey mapping framework that worked across teams
- Created a playbook that showed how to “Research”, “Map”, and “Act”
- Ran a hands-on Journey Mapping Game to embed the approach through real experience
The Results
ČSOB now has a shared framework and language that teams can use without starting from scratch. Journey mapping is no longer siloed or sporadic — it’s embedded.
- Clear playbook and methodology
- Confident teams who can act on their own
- Faster alignment and better CX decisions
What the client said
“SentricityCX helped us build the foundation. Their framework and playbook brought clarity, consistency, and fit how our teams actually work. Journey mapping is now something our people can pick up and run with — that’s the real win.”
— Dean Brabec, CX Director, ČSOB
“The Journey Mapping Game struck the perfect balance between engagement and learning. Everyone was fully involved — that’s the best feedback we could ask for. A truly well-executed offsite.”
— Martin Procházka, Retail Segment Director, ČSOB
Want your journey mapping to work harder?
We help teams map customer journeys in a way that’s practical, repeatable, and designed to stick. If you’re looking for a better way to understand and improve your customer experience, let’s talk.
