Customer journey mapping: The benefits and challenges

“The process of creating a journey map, rather than arriving at the final product, is what makes it beneficial.”

The many benefits of journey mapping include:

  • A customer-centric lens — focusing on the user’s expectations, goals and tasks instead of on the features of the application.
  • Uncovering hidden truths through the eyes of a customer.
  • Creating shared goals and a common vision throughout the organization.
  • Cross-department collaboration — departments that speak a different language and don’t often collaborate see tremendous value in mapping out an end-to-end journey.


What’s challenging about journey mapping?

  • Securing resources with the right skills to facilitate a lively level of discussion and collaboration.
  • Obtaining data to represent reality can be a tedious task (e.g. getting data in real-time, accuracy of data, etc).
  • Understanding format and scope—there is no standard structure or method to a journey mapping exercise. It’s about the process rather than the “final” artifact; it’s about identifying opportunities for efficiency and productivity. Journey mapping is an exercise that can unearth new discoveries each time the process is executed because process improvements are a journey and not a destination.

While there are challenges to building a customer journey map, with the right approach, journey mapping can be an extremely beneficial activity for your company.


Why should you create a journey map?

  • To shift the perspective from one that is inside-out (internal process- and systems-driven) to one that is outside-in (customer needs-driven).
  • To create a shared vision of customer needs and priorities.
  • To assign ownership of key touch-points to internal departments.
  • To better understand the needs and interactions of key customers.

Now that we’ve reviewed the benefits, challenges, and need for a journey map, look out for our next blog, Customer journey mapping: How to get started.


Previous post
Next post