Customer journey maps (CJM) are one of the most popular CX tools and a frequent topic that people ask me about. Temkin Group even offers CJM workshops.
CJMs are a representation of the steps and emotional states that a customer goes through during a period of time that includes (but is not limited to) interactions with an organization. CJMs are valuable because they help identify how a customer views an organization by putting company interactions in the context of the customer’s broader activities, goals, and objectives. Keep in mind that the ultimate goal is not a map, but the understanding that is developed through the process that allows organizations to design better experiences and measurements.
While customer journey maps can be incredibly valuable, it’s not practical (or even possible) for large organizations to undergo full-scale CJM efforts for all of their customers’ journeys. That’s why we developed the Customer Journey Mapping Pyramid, which identifies three levels of effort through which organizations can capture the benefit of CJMs:
- Level 3: Customer Journey Mapping Projects. Build journey maps for a few critical customer journeys using significant customer research. These projects require governance, structure, expertise, and dedicated resources committed to this effort which will span over a period of time. The goal: Develop deep customer journey maps that drive critical design and measurement decisions.