Customer Journey excap

excap digital

Make your customer's digital journey insightful and visualise

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Digital Journey Mapping

Using Digital Journey Mapping, it is possible to visualise the journey that prospects and customers take within your online organisation. During this journey, there are moments (so-called touchpoints) in which the organisation can positively or negatively influence the prospect's or customer's behaviour or opinion of the organisation. As an organisation, it is important to find out which moments have the most impact and which moments you can positively influence by surprising customers. In addition, the offline channels need to connect well with the online channels and vice versa.

Digital Journey Mapping today

The past periods have had quite an impact on existing customer journeys. Since the pandemic in 2020, touchpoints, processes, contact with colleagues and many other things are now different, including the customer journeys becoming entirely digital.

Your challenge today is to the digital customer journey seamless with all other channels.

Customer Journey Mapping

Every customer journey - online and offline - starts with a Customer Journey Map. Here, you analyse the customer journey from your customers' perspective, with the aim of better understanding and improving the customer experience. Using our science-based methodology, you work towards a desired situation in which customers experience structurally better service. And in which you create a stronger emotional bond that determines satisfaction and loyalty.

Digital ExperienceCapture-methodology

Excap is the proud creator of ExperienceCapture©. A unique method for visualising the current and desired journey and measuring the emotions of prospects and customers. Associations, thoughts and feelings experienced: we map them all with the ExperienceCapture. This tool is distinguished by its qualitative nature and the prominent role of psychologist Robert Plutchik's science-based emotion model.

The ExperienceCapture© method is now also available for the digital customer journey.

Of course, a deep dive into data and web analysis is part of the entire methodology.

Enriching Insights with Data

Our methodology involves thorough data analysis and web exploration. But we can go further by adding extra information to the mix. We take existing data, like customer satisfaction info and other data you already have, and blend it together with data such as demographic details, behavioral trends, and social interactions. This combo gives us a clearer view of your customer journey, helping us find new opportunities and make smart choices. Our goal isn't just analyzing – we're all about making your digital journey mapping even more accurate and effective.

Digital Fit/Gap

After mapping the current and ideal digital customer journey (with channel switches to offline channels), valuable insights gained from customers' perspectives emerge. These (often still unknown) gaps are discussed, made concrete and prioritised.


Want to get started with a digital customer journey and need help with this? Then contact Gerard Datema.


  • What types of Mystery Guest Researches are there?

    There is a very wide range of researches. We can best classify them into three broad categories: for customers, for employees and for others. The latter is more about quality audits, candidate experience and discrimination surveys. > All surveys > Read more

  • Is Mystery Guest Research also used for online journeys?

    Absolutely. An online customer shops differently compared to a customer in a physical shop. Online Mystery Shopping exposes the bottlenecks in your webshop, so that you can improve the online experience. The entire buyer journey is measured, up to and including the return of the purchase.

  • How do Customer Journeys and Mystery Guest Research go together?

    In a Mystery Guest Research, we go through all the steps of the Customer Journey. At each step we measure how this step contributes to an excellent Customer Experience. Unique to our method is the ExperienceCapture in which conscious and subconscious emotions are recorded for each step.

  • What criteria determine the cost of a good Mystery Guest Research?

    Each research consists of Project Management, Briefing, Execution & Reporting. The cost for execution is the biggest part. This cost is influenced by the number of measurements to be performed, the complexity and length of the assignment and the profile of the Mystery Shopper. > More information

  • What is the impact of Mystery Guest Research on CX and EX?

    Thanks to the innovative reporting tools and the frequency of the measurements, you gain insight into the results in order to subsequently formulate action-oriented conclusions. Your impact will be: higher customer and employee satisfaction and higher turnover.

  • Can I monitor the results during the Mystery Guest Research?

    The results are brought together in a visual and user-friendly dashboard. The results and progress can therefore be followed live. You can consult the dashboard on desktop, tablet or mobile and that you can export the reports. Read more >

  • How do I get the right insights from the many data and data sources?

    Many companies collect more and more data from their customers. This concerns data from their own systems as well as data from external (research) partners. Excap can help to connect these different data sources so that overarching insights arise to realise a final impact.

  • What practical examples are there?

    Every week we publish new insights on Customer Experience and Employee Experience. We find it important to share our own expertise with our network. Or we let excap's ambassadors have their say: satisfied customers with whom we made a real impact.

  • Does excap Mystery Guest Research also take place outside the Benelux?

    Definitely! Thanks to our extensive network of partners and years of experience with international projects, we carry out Mystery Guest Research all over Europe (and beyond) and also Audits, Customer Journey Research, Consultancy and Qualitative Research. > To find out more

  • How can I research the Employee Experience?

    Employee Experience is measured within different groups of employees, investigating different departments. Such a survey > research usually takes place once per quarter, but ideally every fortnight. In this way, progress and policy can be monitored and adjusted immediately.

  • Why is the feedback from mystery shoppers reliable?

    Our mystery shoppers receive an extensive briefing before the start of their assignment so that they are always well prepared. The number of assignments per mystery shopper is limited in order to guarantee quality. On top, there's an internal control before the delivery of the final results.

  • Who are the mystery shoppers from excap and how big is our database?

    Our database of over 5000 mystery shoppers consists of very different people. From young to old, from make-up lovers and handymen to teachers and engineers. Our mystery shoppers are carefully selected by our recruitment team. Read more >

  • Can I ask an additional question?

    Of course. Ask your question by using the contact form and you will receive an answer as soon as possible. > Contact us