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 organization 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 prioritize 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 Organizational Change

With a current-state journey map, you can:

9. Align your organization around the customer POV.

10. Help employees and partners develop empathy for customers.


With a current-state journey blueprint, you can:

11. Help employees and partners discover their own roles in delivering a remarkable customer experience.


For more explanation on how to use journey maps to achieve these business objectives, please check out my CX Week™ 2015 webinar—just register for free at and look for my webinar on the Wednesday agenda. You can also download my webinar slides.


And stay tuned! I received so many great questions during the webinar that I ran out of time to answer them all. Over the course of the next few weeks, I’ll be answering all of the questions that I didn’t get to during CX Week™.