Are You Mapping Customer Journeys? 15 Reasons to Why Its Vital

Still not convinced that you need to map customer journeys?

Recently I wrote about how eye-opening journey maps and journey mapping workshops are. If you aren't mapping yet and still need to be convinced, I'll do my best to provide you some more reasons to map customer journeys. More? Yup.

A couple years ago, I wrote a popular post titled 18 Reasons to Map Customer Journeys. I've accumulated additional reasons to map in the last two years but didn't want to just go back and add to that post. Instead, I'll call these reasons out separately.

Here are 15 more reasons, in no particular order, to map customer journeys. Use them to...

Bring the customer voice to life for the organization

Return the business to human thinking, not number (policy, account, case, etc.) thinking

Prioritize resources for improvement efforts/projects

Visualize future state

As a result, adapt to emerging and changing needs

Tool for change management - update as improvements are made

Tell the customer story

Use as a decision support tool

Optimize VoC efforts - listen where it makes the most sense to listen, identify those areas there are listening gaps

Build ownership for moments of truth and improvement areas

Drive organizational engagement and adoption - stakeholders get it and take ownership of what they learn is broken

Identify gaps in the journey, i.e., which steps are not clearly defined, causing the customer to fail at the job he's trying to do

Identify points in the journey that are outside of our control that we must, in turn, mitigate

Identify hand-offs that are being missed

Keep customers top of mind

I'll just throw in this reminder: journey mapping isn'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. If there's an experience that needs to be improved, there's a map to be made.