When used with or by customers Customer Journey Mapping is a tool to see the world and your company through the eyes of your customers. When the tool is used with an internal team it is a way to make explicit what you know and what you don’t know.
Customer Journey Mapping can be used in many ways at many stages. So knowing what you are trying to do is important. Are you exploring an existing journey? Are you designing a new Journey or a detailed Scenario or Use Case? Are you building an organisation to support a journey, a service blue-print? What is the question?
The tool can be easily changed and different horizontal layers can be added. E.g. you can measure how HR and Sales instruments like incentives and KPI’s are supporting or disrupting the customer experience in the different stages of the journey.
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