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What Does Journey Mapping Do for You?

Jim Tincher Jim Tincher 05/31/2019
How Hard Is It to Be Your Customer Journey Mapping Book

I was recently in a call, and an executive new to her company’s journey mapping initiative asked, “Exactly what does this $150k I’m spending on a journey map buy us?” Luckily, our client had a ready answer, but that’s not always the case.

CCW put together this nice overview of the ways journey mapping helps an organization in their white paper “6 Ways Customer Journey Mapping Will Elevate Your CX.” They shared this with me in anticipation of my upcoming presentation with them, How Hard Is It to Be Your Customer? Using Journey Maps to Drive Customer-Focused Change. I’ll also be conducting a book signing for attendees, which will be a ton of fun. You can learn more here.

These six outcomes are a good overview of what you get:

  1. Understanding pain points. This is what people commonly think when they picture journey mapping. This is important but insufficient. A good journey map goes beyond just identifying pain points – but it’s certainly something that executives value and can’t be overlooked.
  2. Identifying customer education needs. This is where good journey maps begin to differentiate themselves. Journey mapping is about driving action, and showing areas where customers need to be educated is a good way to focus that action.
  3. Revealing customer intent. We use the word “goals,” but they’re similar. Many organizations focus on what customers are doing with them and forget why they’re doing it. I spoke with a client today who services hospitals, and she commented “One area where you really provided us value is reminding us why what we do is important to our customers. It isn’t to make their lives easier – it’s to help them better serve patients.” Good journey mapping focuses on customers’ goals and drives that action to help us better enable our customers to accomplish those goals.
  4. Mapping customer sentiment. This is the centerpiece of the journey map. Now that you have the customers’ intent, how do they feel about how you’re serving them? We focus on Moments of Truth to get this across – those interactions with a disproportionate impact on your customers’ loyalty.
  5. Uncovering automation opportunities. This is an outcome of the intent and sentiment. Are there areas where customers are spending more time than needed? Are you asking for information that already exists? How can you speed up the customer’s journey through automation?
  6. Tailoring proactive engagement. This is why you do journey mapping – to create impact. By discovering how and where you can proactively engage with customers, you can interact with them as they want to be interacted with.

In addition to the six outcomes, the article includes helpful viewpoints from Kristy Traill, VP Customer at Hootsuite, Shep Hyken, and Henry Kim, Senior Director of Digital Audience Strategy at Caesar’s Entertainment – all fellow speakers at the event.

You can download the white paper at

And if you’re at the event, stop on by the book signing and let’s talk!


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