“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.
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