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Why customer journey mapping?
Journey mapping is one of the most powerful tools designed to map how users reach their goals.
When done properly the value of journey mapping is immense:
- Understanding process: journey mapping forces you to think about the experience in a more structured and holistic way.
- Building empathy: when you relive customer experience in story format you relive emotions and feel the pain and frustration users felt.
- Define the pain points: If you have an understanding of pain you are empowered to improve the experience.
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Journey maps variations
- As-is vs To-be journey maps. The as-is state of a process is the “current” state. It’s how the process operates before we make any changes or improvements. The to-be process is the future state.
- User journey vs Customer journey maps. Sometimes your user can be a customer, and in other cases, customers are a completely different group of people
- Journey map vs Service blueprint. Where journey mapping focuses on exposing the end-to-end of your customer’s front-stage experience, blueprinting focuses on exposing the surface-to-core of the business that makes up the backstage and behind the scenes.
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April Oneill's ideas are part of this journey:
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