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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 touchpoints, and into a long-term relationship.


When done correctly, journey maps serve as a powerful tool that allows an organisation to identify key customer interactions 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 (ie one that documents how things work now) 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:

  1. Zero in on the root causes of customer pain
  2. Envision your future customer experience

With a future-state journey map (ie one that looks at how things should work) you can:

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

With a day-in-the-life journey map (ie one that plays out a customer’s everyday activities with your brand and others), you can:

  1. Identify innovation opportunities

With a future-state journey blueprint, you can:

  1. Identify the infrastructure and capabilities needed to deliver on your vision

Drive organisational change

With a current-state journey map, you can:

  1. Align your organisation around the customer point of view
  2. Help employees and partners develop empathy for customers

See how to run a journey mapping workshop

See how Qualtrics can help you optimise the customer journey