Posts

We still have challenges navigating trade-offs when deciding what to map.

Most journey mapping projects fail to drive change. That’s what we discovered when we surveyed practitioners who have conducted such projects (learn more about this survey in our white paper, “Driving Change Through Journey Maps”).

One leading success factor is selecting the right journey to map, and it’s the first place that problems occur because it requires trade-offs. Do you want an end-to-end map or one of a specific sub-journey?

An end-to-end map is interesting. Seeing the customers’ journey from beginning to end helps us to understand where the points of friction are and helps prioritize places where issues need to be fixed. Unfortunately, that end-to-end view isn’t always the best way to improve the customer experience.

Read more

Life Insurance Journey Map

Select the right type of map to drive the right kind of change

Before you can start a successful journey mapping initiative, it’s critical to think through the specific journey you want to map. Participants in our Best Practices in Journey Mapping survey referred to this as “Select the right journey to map.”

This takes deliberate thought. If you go too broad, you may not have enough detail to move the needed parts. If you go too narrow, the impact may be too small.

Types of Maps

There are three types of maps to consider:

  1. An end-to-end Experience Map
  1. A specific Journey Map
  1. A limited Touch Point Map

Let’s talk about each of these in turn, then discuss how to decide.  Read more