Posts

Defining Scope: Should You Map an End-to-End Journey or a Specific Sub-Journey?

Editor’s Note: As we get ready for our book launch in May, we’re previewing the major topics. This post was written by co-author Nicole Newton, HoC’s B2B Practice Lead. You can read more about our book at https://heartofthecustomer.com/book/.

Mapping the Right Journey

At Heart of the Customer, we recommend starting a journey mapping project by answering these five questions:

  1. What is the business problem or opportunity behind mapping?
  2. What is the right journey to map?
  3. Who is the right customer to map?
  4. What is the right approach to gathering the voice of your customer?
  5. Who are the right people to be on your journey mapping team?
Read more

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