Abstract
Customer journeys increasingly unfold through digital channels. This offers new opportunities for service providers to extract insights from customers’ digital traces. However, as customers move across organizational boundaries and modes of interaction, it is difficult to capture the complete end-to-end journey with process mining or similar methods. This experience report investigates how accurately service providers can reconstruct actual customer journeys using only internal system data. We apply a dual-perspective approach that combines an empirical investigation involving customers with a reconstruction of the same journeys based on digital traces from internal service systems. Our findings highlighted key challenges in reconstructing customer journeys. While planned or expected touchpoints were well covered (89% in our case), ad-hoc or deviating touchpoints proved more challenging to capture (33%). Crucially, quality issues tended to arise not within an organization, but in the transitions between them—precisely where visibility is most needed. Effective reconstruction of customer journeys requires a systematic approach to bridge silos and enable a unified view, especially when service delivery is partly outsourced.