Why Real Customer Service Change Is Driven With Journey Maps

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Are journey maps a waste of time, or can you really use them to drive CX change?

There's a big problem brewing out there when it comes to journey mapping:

Too many folks view journey maps as useless, when instead, the maps should be seen as one of the (if not the ) most powerful tools and processes in the customer experience professional's arsenal.


Done right, you can drive real CX change with your journey maps!

So, it was with great pleasure that I accepted James Dodkins' invitation to be a guest on his ROCKSTAR CUSTOMER EXPERIENCE program via Facebook Live to talk about how to drive real CX change with journey maps. I think a lot of people talk about how to create the maps (even if they are erroneous in their ways), but not many talk about what to do next.

In the forty-minute interview , we covered a lot of territory, including:

  • What journey maps are and why they are so powerful
  • How journey maps differ from process maps and service blueprints - and why all are important to improving the customer experience
  • Why it's important to consider customer emotions - and why it's important to distinguish between what they do and what they feel
  • Which mistakes companies make while mapping
  • What to do after the mapping workshop to drive real CX change
  • What the difference is between personas and segments, and why we use personas over target segments in journey mapping
  • Why maps aren't just fluff and how to convince those who think so that they aren't
  • How to prep for and run a journey mapping workshop
  • What skills are needed to map journeys
  • How to get customer data and information for your journey maps
  • What the best strategy is for a successful journey mapping program
  • And much more!


    • Related: The Customer Experience Perception Gap

    As you can see, we covered a lot of territory. The ultimate goal of this conversation is to help you realize that journey maps are:

  • the beginning, not the end
  • a catalyst for change
  • not just a tool but a process


    • Hopefully the interview helps you start to think a bit differently about how you're mapping or why you should map if you aren't yet.

    I invite you to watch the interview - and to share your thoughts on it below. Thank you!

    Customer experience is a journey. Only you hold the map .