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Put the customer in your customer journey map

Mapping the customer journey is not complete—or valuable—without the customer. It’s true that journey maps are the product of internal, cross-functional teams joining together to think and act like customers, but all too often companies stop short of validating their journey map with actual customer input.

Don't neglect customer input! You can gather it in a myriad of ways.


Depending on the situation and company, the methods for gathering insights can vary widely from focus groups to individual interviews, but the overall goal should be to find out what’s important to customers and use the feedback to inform the journey mapping exercise.

Guided in-depth interviews with an appropriate variety of customers is often our “go-to” choice, but it’s not the only way to include customer input in a journey map.


Here are several options that can be effective depending on needs and the situation:

  • Guided in-depth interviews with customers conducted by a neutral party
  • Customer focus groups
  • Guided input from the Customer Advisory Board
  • Survey feedback from customers – especially broad, open-ended questions
  • Key driver analysis – a statistical analysis that determines what matters most and drives customers’ loyalty to the company
  • Monitoring of customer calls (i.e. support calls), particularly if the mapping project is more narrowly focused in the areas of service/support
  • Voice of customer feedback gathered through front-line employees
  • Observation or ride-a-longs

Learn more about journey maps that don’t go the distance through our webcast, ebook and podcast series.

About the Author

Krista Roseberry

Krista Roseberry

If you are looking to do the same old thing, Krista is not the person to ask! Always seeking to take things to the next level, she is highly creative and often develops new and better ways to get things done. Her clients appreciate how she pushes the envelope to make CX more prominent and more impactful. Krista is a certified customer experience professional (CCXP) and joined Walker in 2000. Read more about Krista at

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