Journey maps are very popular tools at the moment, and with good reason. They’re a simple, fast, and effective way to help a team understand the experiences that customers are having with an organization from the customers’ point of view.
However, like many “simple” things, doing a mapping exercise well can be quite a bit more complicated than it first appears. Journey maps are actually a category of tools, not a single exercise.
"The customer journey mapping process gave us the ability to visually see the work that we do...The ability to take a step back and look at where we do well and where we have room for improvement was invaluable and re-energizing.”Dina Thachet