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Understanding the Customer Journey Map

Six steps from journey maps to outcomes

Annette Franz
Wed, 11/28/2018 - 12:03
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I’ve written previously about 11 myths and mistakes about journey mapping, but I should add one more myth, which is really the umbrella myth that likely encompasses all the others: Journey mapping is just a tool.

Nope, it’s not just a tool; it’s not just a workshop: It’s a process. Journey mapping is a creative and collaborative process that allows you to understand—and then redesign—the customer experience. You must view it as the process that it is, otherwise there’s no point in mapping.

This diagram outlines the six-step journey mapping process I advocate:

CX Journey Inc.’s six-step journey-mapping process

At a high level, here’s what each of the steps entail.

 …

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