Customer journey maps are a tool for direction; the ultimate goal is delivering an experience that customers value. Journey Mapping achieves the following:
- Gets the right people engaged – Journey mapping create opportunities for a large, diverse team to work together, and creates new champions for your customer experience initiatives.
- Creates the optimal listening program – By identifying what customers care about most, the map will guide customer metrics and identify gaps where customer surveys or other channels can focus.
- Affirms action plans, reveals obstacles – Maps do this by revealing where the risks and value are from the customer viewpoint. We should always focus on customer moments of truth.