Level up your journey mapping skills
Expert tips on the most common questions when journey mapping
19 articles
Case Study #1 How to capture the customer contextDoes mapping only the touchpoints help us understand and meet the needs of the customer? Or discover new opportunities?
Case Study #2 Implementing a new digital channel (chatbot)Scenario: Online retailer
Case Study #3 Stepping into your customer's shoesThe importance of finding the moments of truth in a patient journey
Case study #4 Where does the customer journey start and end?Scenario: Moving house, energy company
Create themes and storylines in a customer journey map - a great way to convey your messageConnecting insights, pains, and solutions by creating a vertical storyline in a customer journey map.
What is the difference between a service blueprint and a customer journey map?Are you sure you only want to create a customer journey map, or should you actually create a service blueprint?
How do I convince people not experienced with journey mapping to use tools - like sophisticated ones like Custellence?
Should I draw a third customer journey to bridge the gap between the “as-is” and the “to-be” map?
Is it right or wrong to use assumption based improvements and test them in a pilot setting?How much customer research is enough in a customer journey map?
How do I get the different detail levels right in a customer journey map?When should you dig deep into the steps in customer journey, and when is a higher level of detail enough?
How do you manage stakeholders to create a successful journey mapping environment?Here are some key take-aways on how to make sure to involve the right people and succeed with your journey mapping.
What is the difference between steps and actions in a customer journey map?Phases, steps, situations or activities – how do I define what takes place in a customer journey?
How do I drill down and link maps?Avoid making a super-detailed map with every step in the journey - that will result in a big hairy monster of a map! Instead, do this.
Should I put all touchpoints in a single lane or do I put them all in separate lanes?Here is a piece of really good advice on how to deal with all your different touchpoints in a journey map.
Who should own the customer journey?And who should be responsible and accountable for it?
How do I deal with a customer journey that has multiple paths?
How do I deal with customer situations that I can't connect to any current touchpoints?How do we deal with the fact that a customer sometimes has a need or wants to do something that we as an organization can't meet?
How do I know which customer journeys are the most important?Here are some tips to help you choose what customer journeys to prioritize
I have several primary customers, how do I map their customer journeys?Should you make one map with multiple journeys, or separate maps for each customer segments? Here are the answers.