A roadmap is only beneficial if it helps you get to where you want to go. If streets are omitted or mismarked, the map impedes your ability to reach your destination. In essence, it loses its value. The same principles apply to a customer journey map. When the journey map clearly represents the full experience customers have with your company, the route to targeted, customer-focused action is easier to navigate. In this way, the map’s potential to add value is significant.