Journey mapping still matters

I know, I know, journey mapping has been around for ages and it's easy to dismiss as old hat - I still believe it adds value to any business.

I remember leading journey mapping sessions with my clients over a decade ago, where we delved into the intricacies of their customer journeys to pinpoint what aspects needed enhancement and which elements were performing well. These sessions weren't merely exercises, they were pivotal moments that shaped the way businesses understood and interacted with their customers.

I firmly believe that journey mapping remains an essential skill and a crucial activity for any business aiming to improve customer experience and its own performance. Therefore, I continue to work with clients, focusing on specific experiences to construct tailored solutions and actionable plans for improvement.

For those who may be unfamiliar with the concept, journey mapping serves as an invaluable tool for obtaining a comprehensive view of a particular customer experience using both qualitative and quantitative inputs.

The journey mapping process splits the customer journey into distinct stages, enabling teams to focus on elements that are functioning effectively, as well as those that are not. This analysis not only uncovers opportunities for improvement, it also fosters a collaborative environment where ideas can flourish, leading to potential innovations and the creation of entirely new customer experiences.

In today's digital age, a significant portion of customer journeys occurs online and often remains obscured from direct observation. This is where journey mapping shines, as it provides a tangible representation of the experiences delivered to customers, prompting businesses to critically evaluate these interactions. Furthermore, it is equally important to incorporate the experiences and insights of your internal teams, as they play a crucial role in shaping the overall customer journey.

Every time I conduct a journey review with a client, they invariably discover something new about their own journey. This revelation can stem from the fact that they may have forgotten certain experiences or were entirely unaware of the reality of the experience they provide to their customers. Such insights are transformative, as they can lead to meaningful changes that enhance customer satisfaction and loyalty.

In addition to the obvious advantage of identifying potential enhancements to the customer experience, there are numerous other benefits associated with journey mapping:

• It's simple and quick to do, allowing teams to initiate the process without extensive preparation.

• Your teams can be easily trained to facilitate the sessions, empowering them to take ownership of the journey mapping process.

• It's easy to repeat, making it a practical tool for ongoing evaluation and improvement.

• It's engaging for your people, fostering collaboration and creativity as they work together to enhance the customer experience.

• It's relevant in every industry, proving its versatility and applicability across various sectors and contexts.

The first stage in the journey mapping process is to identify which specific process you intend to map out. Once that focus is established, the next step involves determining the necessary data and engaging your stakeholders in the process. While doing this it's important to highlight only the main steps of a journey, ensuring that the thinking remains high-level enough to foster insights and ideas without becoming bogged down in detail.

If you're contemplating where to begin your journey mapping efforts, consider starting with critical processes such as onboarding, billing, and offboarding. These foundational experiences often set the tone for the overall customer relationship and can yield significant insights when analysed effectively. From there, you can expand your mapping efforts to other areas of the customer journey.

And if you're still uncertain or eager to learn more about how we collaborate with clients to help them assess and improve their customer journeys, feel free to get in touch.