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The Financial Conduct Authority (FCA) encourages firms to map their customer journeys primarily to support the implementation of the Consumer Duty, which aims to ensure firms deliver good outcomes for retail customers.

We have tried to make this guidance as simple as possible and Straight to the Point.

This Create Solutions Guidance document will help you with mapping your Customer Journey in the following ways:

• Map out the customer journey at every touch point with the customer, work out what the customer needs to know and when
• Map out all the touchpoints with clients and communications with them via any medium (including methods such as phone calls, written communications, videos, messaging, websites, emails/letters, marketing etc.
• Work out what customer support is available; is it what customers were led to believe would be in place and is it meeting their needs?