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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.

More About The Book

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.

“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?

About The Author

Jim Tincher sees the world in a different way – through the eyes of customers. He is a nationally recognized customer experience expert and keynote speaker. He is also the co-author of How Hard Is It to Be Your Customer? Using Journey Mapping to Drive Customer-Focused Change.

He developed the passion for customer experience (CX) when leading programs at Best Buy and UnitedHealth Group, and was an early advocate for CX, becoming only the second Certified Customer Experience Professional in the world.

Along with his wife, Sue, he is an active community member, serving as the President of the Rotary Club of North Minneapolis, and is on the Consumer Insights and Analytics Advisory Board for the University of Minnesota, Duluth.

His customer experience consultancy, Heart of the Customer, delivers next-generation CX best practices that go beyond insights and recommendations to empower and activate organizations to generate customer-driven value and bottom-line growth.

About The Author