Services Journey Mapping 2.0

What does the journey map process look like?

Map customer touchpoints chronologically. Identify emotions, pain points, and opportunities at each stage. Gather data from multiple sources. Create a visual representation. Analyze gaps between desired and actual experiences. Prioritize improvements. Implement changes. Continuously update based on new insights and customer feedback.

Define Journey
Atlas

Map Critical
Touchpoints

Gather Experience
Data

Analyze & Prioritize
Gaps

Implement Measurable Changes

FAQ

Commonly asked questions on the journey mapping process

What specific goals do we want to achieve with journey mapping?

Common goals include improving customer satisfaction, increasing retention rates, identifying new revenue opportunities, gaining cross-departmental alignment on the customer experience, or streamlining operations.

Which customer segments or personas should we focus on first?

Start by creating your company’s journey atlas: a comprehensive inventory of all the experiences you want to address eventually. Then get started with your most valuable or strategically important customer segments. Consider factors like most growable segments, profitability, retention potential, or alignment with long-term business goals.

How will we gather data and insights about our customers' experiences?

Use a mix of quantitative (surveys, analytics) and qualitative (interviews, focus groups) methods. Also, leverage existing customer feedback, support tickets, and sales data.

Who needs to be involved in the journey mapping process from our organization?

Include representatives from customer-facing departments (sales, marketing, support) as well as product development, operations, and executive leadership for a holistic view.

What resources (time, budget, tools) can we allocate to this project?

Assess available resources and consider investing in journey mapping software, customer research tools, and external consultants. Journey mapping can be done efficiently when professionally facilitated. The average successful mapping project can take 50 hours (cumulatively) of your company’s subject matter experts and CX leaders.

How will we measure the success of our journey mapping efforts?

Define key performance indicators (KPIs) tied to your goals, such as improved Net Promoter Score (NPS), reduced churn rate, or increased customer lifetime value.

How often should we update our journey maps to keep them relevant?

Plan to review and update maps at least annually, or more frequently if your industry is rapidly changing or you're implementing significant changes to your customer experience.

How will we integrate journey mapping insights into our decision-making processes?

Establish a formal process for sharing insights across departments, incorporating findings into strategic planning, and using journey maps as a reference for all customer experience initiatives.

Project Details

Journey mapping, when done correctly yields broad and clear perspectives on what your customers experience with your company, its people, products/services, and departments. Companies that do this right first develop a strategic journey management approach to ensure every step in the program serves a key purpose, and the company gets value from every dollar and hour invested.

Deliverables