Why Should You Map Customer Journeys? Here are 18 Reasons!

Bank Demo Map

Today’s post is a modification of one that Annette wrote for CX Journey™ on November 11, 2014.

Have you started journey mapping yet? Or are you still wondering why it’s an important tool to have in your customer experience management toolbox?

Throughout 2014, I’ve written about different ways that journey maps can help you advance your CX strategy. I thought I’d compile all of the reasons in one place, in case you’re keeping tabs and building your own business case for undertaking a mapping project. I’ve come up with 18, but I’m sure there are more.

Use journey maps to…

  1. get executive buy-in to focus on the customer experience
  2. get organizational buy-in for customer focus and customer centricity
  3. understand your customer and his interactions with your organization
  4. build empathy for the customer and what he’s going through as he interacts with your organization
  5. shift CX thinking from touchpoints to journeys
  6. shift CX thinking from inside-out to outside-in
  7. align the organization around a common cause
  8. provide a clear line of sight for employees to the target: customers
  9. help both frontline and back office employees understand how they impact the customer experience
  10. influence talent requirements and hiring decisions
  11. train and coach employees about the customer experience
  12. onboard employees and indoctrinate them in the CX culture
  13. speak a universal language (customer)
  14. break down organizational silos
  15. get a single view of the customer
  16. identify moments of truth and performance measurement opportunities
  17. design/improve the customer experience
  18. kill processes, rules, policies that don’t make sense

What am I missing? If you’ve mapped customer journeys, what other activities have you used your maps for? What other benefits have you witnessed as a result of mapping? How do you use the maps?

Remember, don’t map for the sake of mapping. We’re not just checking a box so that we can say that we created maps. They are not the endgame; they haven’t been dubbed “the backbone of customer experience management efforts” for nothing. Journey maps are a valuable tool in your company’s effort to improve the customer experience.

A closing thought… maps aren’t just for the customer experience. Map the employee experience, the partner experience, and the experience of any other constituent with whom you interact, including your internal customers.


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