Mapping out the Customer’s Journey. In collaboration with a consortium of partners from the SME sector, all of which are active in the field of customer contact, research is being conducted that aims to make a substantive contribution to our knowledge about channel usage. The starting point is a ‘customer journey’ approach that does not take (individual) channels as its starting point for an effective multi-channel strategy, but rather the customer. How do different customers interact with the various channels and contact options that are available? What are their needs? And to which search strategies does this lead?