Many companies embark on customer journey mapping projects without having a clear idea of how they’ll actually use the outputs. At the end such efforts, the CX team has checked “journey mapping” off its to-do list, but is left wondering what to do next…

So before you wander aimlessly into customer journey land, first determine what your primary business objective is for creating a journey map. Here are some ideas to get you started:

Improve Your Current Customer Experience

With a current-state journey map, you can:

1. Identify pain points and prioritize fixes

2. Identify opportunities for feedback or measurement.

3. Plan content and marketing communications.

With a current-state journey blueprint, you can:

4. Zero in on the root causes of customer pain.

Envision Your Future Customer Experience

With a future-state , you can:

5. Share the vision for your corporate strategy.

6. Plan the rollout of a future product or service.

With a day-in-the-life journey map, you can:

7. Identify innovation opportunities.

With a future-state journey blueprint, you can:

8. Identify the infrastructure and capabilities needed to deliver on your vision.

Drive Organizational Change

With a current-state journey map, you can:

9. Align your organization around the customer POV.

10. Help employees and partners develop empathy for customers.

With a current-state journey blueprint, you can:

11. Help employees and partners discover their own roles in delivering a remarkable customer experience.

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Ok, yes, that was technically 11. I aim to exceed your expectations! 😉

How else have you used journey maps within your organization? Please share in the comments.