Still not convinced you need to map customer journeys?

Earlier this week, 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…

  1. Bring the customer voice to life for the organization
  2. Return the business to human thinking, not number (policy, account, case, etc.) thinking
  3. Prioritize resources for improvement efforts/projects
  4. Visualize future state
  5. As a result, adapt to emerging and changing needs
  6. Tool for change management – update as improvements are made
  7. Tell the customer story
  8. Use as a decision support tool
  9. Optimize VoC efforts – listen where it makes the most sense to listen, identify those areas there are listening gaps
  10. Build ownership for moments of truth and improvement areas
  11. Drive organizational engagement and adoption – stakeholders get it and take ownership of what they learn is broken
  12. 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
  13. Identify points in the journey that are outside of our control that we must, in turn, mitigate
  14. Identify hand-offs that are being missed
  15. 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.

As we have no immediate experience of what other men feel, we can form no idea of the manner in which they are affected, but by conceiving what we ourselves should feel in the like situation. -Adam Smith