view of an aeroplane wing with a graph design overlay on top

Mapping customer journeys to uncover new opportunities


Accelya is a leading provider of financial, commercial and analytics solutions to the global Airline and Travel industry. The company recently launched integrated corporate development projects to support its next wave of business growth and further consolidate its market position.

As the central methodology driving this project, Customer Journey Mapping provided a robust and visual point of focus for capturing current customer needs and exploring new proposition ideas. This uncovered new opportunities and enabled Accelya to further develop their product and service portfolio.

The Challenge

The current Accelya product and service portfolio is extensively used by leading airlines and travel management companies. Accelya was keen to build on their existing strengths and capabilities, while at the same time pinpoint new opportunities to better meet customers’ needs.

As a customer focused organisation, Accelya wanted to further strengthen the approach in a scientific and planned manner, which is where we stepped in with Customer Journey Mapping. Key requirements were to demonstrate value quickly and show the business the power of Customer Journey Mapping.

Our Thinking

We had just weeks to create awareness, excitement, buy-in and momentum for customer journey mapping techniques and the wider service design. It was crucial to show the Accelya team the value of the process and the outputs. So we hit the accelerator and got to work.

We worked closely with senior stakeholders to shape engagement and identify the nature and needs of the business. We ran workshops that brought together people from multiple departments both in the UK and abroad. This helped to consolidate and immerse stakeholders in the approach and the information we were uncovering.

A deep dive study with representatives from one of Accelya’s key customers gave an even greater understanding of customer processes and pain points. This gave rise to new opportunities, and the production of an end-to-end Market Map, and a to-be Customer Scenario for one particular area of growth.

“Newt’s flexibility and pragmatism, coupled with deep domain insight, allowed us to deliver tangible results in very short timeframes.”

Business Outcomes

Our repeatable process and method of creating a single market map provided Accelya with:

  • Clear and immediate visibility of the potential and power of Customer Journey Mapping
  • High level of engagement from stakeholders across the business and from four countries
  • New opportunities for products and services that were driven by the needs of their customers
  • An integrated approach to identifying existing market coverage
  • Ability to identify new spaces for growth in a co-ordinated and unified manner

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example visulisation of a customer journey map. A table which describes a users journey through an expereince

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