10 Ways To Use Customer Journey Maps

2 min read
Customer journey maps tell the story of the customer’s experience: from initial contact, through the process of various touch points and into a long-term relationship usually occurring post-transaction.

When done correctly, journey maps serve as a powerful tool that allows the organisation to identify key interactions the customer has to ultimately better their experience moving forward.

Unfortunately, many companies embark on customer journey mapping projects without having a clear idea of how they’ll actually use the outputs. At the end of such efforts, the CX team has checked “journey mapping” off its to-do list, but is left wondering what to do next.

So before you wander aimlessly into customer journey land, you need to first determine what your primary business objective is for creating a journey map. Here are some ideas to get you started:

Improve your Current Customer Experience

With a current-state journey map, you can:
1. Identify pain points and prioritise fixes.
2. Identify opportunities for feedback or measurement.
3. Plan content and marketing communications.

With a current-state journey blueprint, you can:
4. Zero in on the root causes of customer pain.


Envision your Future Customer Experience

With a future-state journey map, you can:

5. Share the vision for your corporate strategy.
6. Plan the rollout of a future product or service.

With a day-in-the-life journey map, you can:
7. Identify innovation opportunities.

With a future-state journey blueprint, you can:
8. Identify the infrastructure and capabilities needed to deliver on your vision.

Drive Organisational Change

With a current-state journey map, you can:
9. Align your organisation around the customer POV.
10. Help employees and partners develop empathy for customers.

LEARN MORE: Learn how to find your customer experience touchpoints