The customer journey map is a valuable qualitative tool for understanding customer needs and expectations at each phase of the customer lifecycle. Holistic, visual and tangible, a journey map is an integral part of a comprehensive customer experience program.
To get a deep understanding of customer needs and expectations, a robust and meaningful Voice of the Customer (VoC) program needs to be in place to collect the insights needed to drive CX strategy. But, just as a builder wouldn’t build a home without a blueprint, you shouldn’t build a VoC system without a plan.
A roadmap is only beneficial if it helps you get to where you want to go. If streets are omitted or mismarked, the map impedes your ability to reach your destination. In essence, it loses its value. The same principles apply to a customer journey map.
Without enough outside perspective journey maps can easily become nothing more than process maps that document steps with little emotional insight into customer pain points, frustrations, gaps in service or moments of truth.
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.
Customer experience is currently a great industry to be a part of. Why? Executives are increasingly pointing to customer experience as the primary way they intend to differentiate in the marketplace. Like never before, CX leaders are in demand.