I have been doing a bit of speaking lately, either about journey mapping or with journey mapping as part of the talk, and I’ve learned a lot, or rather, confirmed a lot. Namely, you might think you’re journey mapping, you call it journey mapping, but it’s not really journey mapping. Here’s what happens.

I start by asking the audience if they’re mapping customer journeys, and a bunch of hands in the room go up. A lot of hands, as a matter of fact.

I proceed to explain what journey mapping is, why you must map, how maps are used in a variety of ways, and what the journey mapping process is.

I then ask the question, “How many of you have mapped customer journeys?” No hands, or very few, go up the second time around. What gives?

 …