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The biggest benefit of Journey Mapping

What do you think is the biggest benefit of journey mapping?

This is fresh on my mind since I recently participated in a journey mapping workshop. The workshops are the heart of journey mapping. This is where you visually chart the interactions customers have with your company so that you can identify key areas of focus.

  • Understanding the touchpoints customers go through in working with your company.
  • Understanding how well your processes are aligned (or not) with your customers' journey.
  • Identifing the most important interactions or "moments of truth."
  • Discovering obstacles where improvement is most necessary.
  • Pinpointing strengths that your company can leverage.
  • Identifying areas to streamline for cost savings.
  • Estabilishing the foundation for a more comprehensive CX strategy.

The list could go on. However, I believe the biggest benefit is the level of engagement that is created. Stakeholders that participate in the journey mapping process now are part of the solution. They understand the map. In fact they own it.


Patrick Gibbons


About the Author

Patrick Gibbons

Patrick Gibbons

As Principal and Senior Vice President of Marketing for Walker, Gibbons has global responsibility for definition, branding, and promotion of the company and its solutions. Gibbons has published and/or contributed to a number of articles, papers, and blogs on customer intelligence topics and has a regular column in CRM Magazine. He has been a featured speaker at a wide range of conferences, and has produced a series of educational events for customer experience leaders.

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