How to do Effective Journey Mapping (infographic)

With the objective of improving their customer experience, an increasing number of organizations are turning to journey mapping. When done properly, journey mapping is one of the most effective methods to truly understand and improve the customer experience. Because it looks at the customer experience end-to-end from the customers' perspective and helps uncover what customers truly need, journey mapping can help identify not only incremental improvements opportunities, but identify innovation and broader business step change opportunities.

But what is journey mapping and how do to it effectively?

This infographic is my take on journey mapping, based on my 20 or so years of customer research and customer experience transformation in cross-functional roles across multiple industries. It provides a broad definition of journey mapping and highlights some of the key points to remember and most common pitfalls to avoid in order to make it effective in improving the customer experience. But as the infographic also points out, there is no point in doing journey mapping if the improvement or innovation opportunities it uncovers are not implemented. This is why the infographic also illustrates the journey mapping process from research to implementation; the journey of journey mapping.

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You can download the infographic in PDF format on SlideShare or get it in image format here.

Thanks for reading, and don't lose your focus on the customer!