Purchase | Resources | Contact

How Hard Is It to Be Your Customer?

Using Journey Mapping to Drive Customer-Focused Change

New Edition: Includes a new chapter on Journey Mapping Software

Journey mapping opens up extraordinary avenues for business growth, but only when done wisely and well. Through insights from dozens of CX pros, extensive research, and real-world case studies, you can learn the best way to capture your customers’ experiences to drive action that gets results, boosting loyalty, satisfaction, and your bottom line.

Learn how to create journey maps that actually GET results

Top business leaders know that in order to deliver the best customer experience, they must learn as much as possible about their customers. Many understand the learning process often starts with creating a customer journey map to understand how customers interact with their business. However, the tough reality remains—nearly two out of three journey maps fail to drive customer-focused change.

First published in 2019, this book has become one of the top-selling books on the subject of journey mapping, It has helped thousands of CX professionals and business leaders plan and execute successful customer journey mapping initiatives and avoid the pitfalls that doom so many others.

With insights from dozens of CX leaders, extensive research, and real-world case studies and examples, this book guides you through the process of creating and using journey maps to drive change.

Now with an added chapter that focuses on journey mapping software tools, and the ability to create living journey maps, this enhanced edition of How Hard Is It to Be Your Customer? will help you better understand why some maps drive action — leading to an improved customer experience, greater customer loyalty, and impressive ROI — while others just gather dust on a shelf.

Top 10 things you’ll learn about customer journey mapping:

  1. The most common business cases for journey mapping.
  2. When to map a specific sub-journey vs an end-to-end customer experience.
  3. Where an investment in specialized journey mapping software or other tool is warranted.
  4. Best practice preparation methods for mapping the customer journey.
  5. How to discover the Moments of Truth that matter most to your customers.
  6. The best ways to incorporate personas into your journey maps.
  7. Understanding why a graphic representation of the journey is superior to a grid format.
  8. How to convey customer thoughts, feelings, and needs in the journey.
  9. The biggest mistakes that companies make when customer journey mapping.
  10. How to use a customer journey map as a catalyst for change.

What Others Say…

Journey mapping is an important element of understanding and improving customers’ lives – but often misunderstood or taken as a single tactic. Jim and Nicole connect both culture and action in this smart new book.

—Jeanne Bliss, co-founder of the Customer Experience Professional’s Association (CXPA), and author of Would You Do That to Your Mother?

Jim and Nicole have been my go-to experts whenever I have journey mapping questions. Their book is that perfect combination of mastery of the subject, relevant real-life stories from the people that lived them, and quantitative survey results. The result is a holistic, easily-digestible view of this important topic.

—Jason Kapel, CCXP, Director of CX, Fortune 100 financial services company

Customer experience is not defined as investments in strategy or technologies to modernize the customer journey. It is simply the ‘experience’ a customer has (and feels) throughout their journey. Tincher and Newton teach you to see the world through the customer’s eyes to then learn how to make journey’s more relevant, personal and unforgettable.

—Brian Solis
Author of X, The Experience When Business Meets Design

To deliver the best customer experience, you must know everything your customers experience, and that starts with creating a customer journey map. It’s not an option. It’s a must-do, and this is the must-read book for helping you make that happen.

—Shep Hyken
Customer service expert and New York Times bestselling author of The Amazement Revolution

About the Authors

Jim Tincher, CCXP

Heart of the Customer’s founder and Mapper-in-Chief is a nationally-recognized customer experience expert, trainer, and keynote speaker.

See full bio

linkedin twitter

Nicole Newton, CCXP

As HoC’s B2B Practice Lead, Nicole uses her B2B and customer insight expertise to help companies identify and prioritize growth opportunities.

See full bio

linkedintwitter

Book Tools & Resources

Selecting a Journey to Map – Guidelines to Consider

Click to Download

Selecting a Customer to Map – Guidelines to Consider

Click to Download

Kickoff Meeting –Template & Timeline

Click to Download

Stakeholder Interviews – Template & Tips for Interviewers

Click to Download

Hypothesis Mapping - Facilitator’s Reference Guide

Click to Download

Identifying Orthodoxies – A Journey Mapping Exercise

Click to Download

Hypothesis Mapping – Sample Workshop Template

Click to Download

Discussion Guide – Tips for Interviewers

Click to Download

Observer Debrief – Sample Agenda

Click to Download

Report Outline – Template for Themes & Findings

Click to Download

Action Workshop – Template for Agenda & Activities

Click to Download

Supply Lists – For Journey Mapping

Click to Download

Begin your own journey toward improved business outcomes and a better customer experience.

Get our newsletter, Heart of the Matter, featuring industry updates, events, and must-read articles. Subscribe

Follow Us

  • LinkedIn
  • Twitter
  • Instagram
  • Vimeo
  • YouTube
  • RSS Feed

CX Articles

  • How to Measure CX ImpactMay 6, 2022 - 4:03 pm
  • The Customer Journey Mapping Process That Drives ROIApril 29, 2022 - 5:00 am
  • B2B CX Strategy Trends That Should Be On Your RadarApril 22, 2022 - 4:09 pm

Contact Us

Connect with the journey experts about how Heart of the Customer can drive customer-focused change within your organization.

Contact Us


©2015-2021 Heart of the Customer, LLC
  • Services
  • Resources
  • Blog
  • About
  • Contact Us
Scroll to top

Contact Us

Connect with the journey experts about how Heart of the Customer can drive customer-focused change within your organization



Heart of the Matter Newsletter



Ready to make Customer-Focused Change?

 

Customer Journey Mapping Toolkit

Journey maps are the clearest way to visualize your customer experience. Download our Journey Mapping Toolkit to start.

Complete this form to download this high demand content

 

Heart of the Customer’s CX Blog

Subscribe to our blog for customer experience insights, interviews with CX pros, expert journey mapping and customer engagement tips, and analysis of industry trends and innovations.

We respect your privacy, and selling your information or sending you unsolicited email would make for a poor customer experience, so we promise we’ll never do that.