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Five steps for creating a customer journey map

Journey Mapping engages customers and cross-functional teams in exercises to illustrate the customer interaction points, moments of truth, unique strengths and common challenges present in relationships between companies and their customers. The five steps for creating a journey map are:

  1. Customer Strategy Goals – First, understand the goals, and be sure that the intent, situation, and measures of success are clear.
  2. Internal Hypothesis – Conduct in-depth internal discussions to identify initial hypotheses, including the broad stages of interaction and moments of truth.
  3. Workshops – Facilitate cross-functional teams as they walk through each stage of interaction, exploring what the customer is trying to accomplish and how the company is organized to support the customer.
  4. Customer Interviews – Conduct customer interviews to confirm/refute hypotheses and enhance the understanding within each interaction from an external perspective.
  5. Maps and Recommendations – Use an iterative process to create and analyze the map. The outcome should include a visual illustration of customer interactions, recommendations, and a plan to communicate across the organization.

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Walker is a consulting firm specializing in customer experience. Helping businesses for more than 75 years, Walker’s diverse team of consultants provides tailored, comprehensive solutions to help companies achieve their business objectives and grow shareholder value. Walker specializes in customer retention and growth, using predictive analytics and other innovative approaches. Walker works with some of the world’s most influential businesses as well as emerging organizations of all sizes. For more information, please visit

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