Journey Mapping Consultants—Catalysts for Business Growth

We help you reveal and reimagine your customer journey to drive measurable, sustainable growth

Our innovative CX consultancy empowers companies to optimize journeys and create business value through customer-focused transformation.

Company Leadership

Jim Tincher, CCXP

Founder and Mapper-in-Chief

Jim is a nationally recognized customer experience expert, author, trainer, and passionate keynote speaker.

He sees the world in a special way: through the eyes of customers. This lifelong passion for customer experience, and a thirst for knowledge, led him to found his journey mapping and customer experience consulting firm, Heart of the Customer. In the years since, his dedicated team of CX professionals has helped companies of all sizes increase customer engagement.

See full bio

The Heart of the Customer Team

Influential industry leaders. Analytical truth-seekers. Decidedly deep thinkers.

MaryEllen DeMarco, CCXP
CX Analyst

MaryEllen is dedicated to helping clients develop and implement customer experience strategies…

See full bio

Eduardo Diaz
Project Manager

Eduardo is a bilingual engineer with international project management and cross-cultural training experience…

See full bio

Jean Fasching, CCXP
Engagement Lead

Jean is passionate about fully understanding customers and their experiences…

See full bio

Ann Gougebas
CX Analyst

Ann is a Six Sigma Black Belt who specializes in ethnographic research and implementation of CX competencies…

See full bio

Stefan Hartmann
CX Analyst

Stefan combines the curiosity of a journalist with the analytical…

See full bio

Tamika Kennedy
Project Manager

Tamika draws upon her unique background in non-profit volunteer management…

See full bio

Kris LaFavor
Design Lead

Kris’s work is fueled by technical know-how and her passion for design…

See full bio

Ben London, CCXP
Engagement Lead

Ben is a strong advocate for uncovering and centering customer goals, challenges, and needs…

See full bio

Nicole Newton, CCXP
Practice Lead

Nicole uses her B2B and customer insight expertise to help companies identify and prioritize growth opportunities…

See full bio

Shawn Phillips
Chief Technology Officer

Shawn has a passion for creating happier customers and increasing profit through implementing practical technology…

See full bio

Ty Pratumwon
Project Manager

Ty is a solution-focused project manager with experience in marketing, online publishing, and cross-cultural communication…

See full bio

Diane Schnitker
Senior CX Analyst

Diane brings her eclectic background in intellectual property law, health care, retail…

See full bio

Marcie Shatz
Editorial Director & CX Analyst

Marcie is passionate about turning complicated concepts into precise, compelling prose…
See full bio

Jenita Swenson
Marketing Strategy Director

Jenita is the creative spark of the team. Coming from a background in the financial industry…

See full bio

Susan Tincher
Ops Guru

Susan is passionate about meeting the needs of Heart of the Customer clients and helping them succeed…

See full bio

What It’s Like to Work With Us

If you’re looking for journey mapping help then Jim and his team at Heart of the Customer are the best!

Daniel FutterChief Commercial Officer at Dow Manufacturing

Not only do they do great work on the projects you are working with them, but they also teach you to do journey mapping on your own so you feel enabled and empowered to talk to your customers and build journey maps and drive action from those journey maps without having anybody else there to help you.

Angelica BonacciDirector, Market and Customer Insights, Global Financial Services company

Jim has been an awesome person to consult with on anything that I’ve needed related to customer experience not just the design aspects of CX but taking action on what we’ve learned. … Jim remains my ‘go-to’ person for when I get stuck.

Marlanges Simar, CCXPDirector, Customer Experience, Healthcare Organization

They challenge us, they give us thought-provoking questions, and really they make us better people. We couldn’t have been where we are today without their help.

Andrea Krohnberg, CCXPGlobal Director, Talent Insights & Experience, Kelly Services

Going through the Heart of the Customer process is critical for anyone thinking about journey mapping. Partnering with experts in the field who are familiar with how to get best results, and who provide advice from beginning to end, made a big difference. We knew we were in good hands. We’ve worked on other large-scale projects with other suppliers, but this was by far the best experience for us. I really appreciate all the hard work Jim and the Heart of the Customer team put in.

Melody MiyajiConsumer Insights Manager, Avery Products Corporation

The map is great for a snapshot of what things look like at one point in time and we have it posted on our wall here in our corporate headquarters. But it’s only as good as what you do with it.

I’m always pushing the ‘think about the customer experience’ mentality. We have always focused on it – that’s why we invested in this – but it is possible to lose that focus along the way. Going through journey mapping has helped us reinforce the customer experience as one of the top focuses in the organization and across the leadership team.

Karin MoffettVP Customer Care, Brainshark

It was eye-opening for frontline caregivers and managers to look beyond static data, and actually hear from patients and see the friction and consistency gaps for themselves.

Being a part of the process also created more accountability for our leaders in developing solutions that fit together. And we all learned in which moments to place our emphasis or empathy to have the greatest impact.

Chrisie ScottChief Marketing Officer, Hackensack Meridian Health