Using customer journey mapping to drive CX success

Five ways Customer Journey Maps visualise your customer vision

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What made us think

Our point of view

Why it matters

How it applies in the real world

Customer expectations are increasingly changing and becoming more complex than ever. To keep up with demand, businesses have been focussing their energy on transforming their customer experience (CX) strategies towards understanding customer needs and journeys. With this, customer journey mapping has become a foundational tool in an organisation’s CX toolkit.

However, in the past years, journey mapping has been facing its own reputational hit in the industry. It’s become a CX buzzword and is treated as a silver bullet that can quickly transform any organisation overnight and improve their overall CX delivery. So, why is customer journey mapping valuable to driving success towards your customer vision?

Go back to the why

Customer journey mapping is a great visualisation tool for you to map out the story of how your customer interacts with your brand, across all touchpoints and channels over a period of time.

Although it shouldn't be treated as a silver bullet, it’s still a crucial first step in understanding your organisation’s current state and visualising customer pain points, needs and expectations. It’s a foundational CX tool that allows you to step into the customer's shoes and identify how that customer experience is delivered internally.

The value of customer journey mapping goes a long way, as it enables your business to:

Customer journey mapping can unite your business and achieve your customer vision

We recently worked with a large insurer to map their customer journey, and unite the business around achieving their desired business and customer future state experience.

‘The Customer Journey Maps CEC created tell a story and visually bring our customer experience to life. They have become part of our operating rhythm - they keep us focussed, reinforce what is the right thing to do, and show how we’re evolving.’
Lina Saliba, Head of Customer Experience

Here are five ways you can use journey maps to help your business deliver your customer experience vision.

1. Foster empathy and accountability for the customer experience

Journey Maps allow your team to gain knowledge and understanding of how your customers feel at every touchpoint. This knowledge paves the way for staff across all departments to develop empathy and accountability for the customer experience.

2. Empower and enable staff to look beyond their internal view

By anchoring conversations to the customer story and customer vision, Journey Maps enable staff to understand how the customer interacts with the whole company, not solely within their department.

3. Unite silos to identify areas for improvement

Journey maps equip your staff to identify inefficiencies throughout the customer journey. Collectively, departments can identify opportunities to improve and work collaboratively to address them.

4. Identify gaps and create alignment in how internal resources are allocated

By highlighting pain points throughout the customer experience, journey maps help you identify misalignment between your priorities and internal resource allocation.

5. Identify priorities to achieve your desired outcome

Journey maps allow you to identify activities that will help you reach your desired future state and they can align the priorities of departments across your business.


Are you using Journey Maps the right way? Get in touch if we can help facilitate a conversation with your business about journey mapping.


Want to know more?
Speak with your
subject matter expert:
Raj Mendes

Lauren Terry

June 2021

People & Culture Change

Making organisations fit for the future

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