5 Tips For Building Great Customer Journey Maps

We've spent the last 2 years building Customer Experience Journey Maps with clients all over the world. During that time we've learned a lot of great information about how to maximize the value and effectiveness of your Journey Mapping activities.

Here are 5 quick Journey Mapping tips we've collected in our work:

1) Start small (be assumptive):

It can be easy to get bogged down by trying to build the perfect Journey Map. Be careful to not let the scope of your activity overwhelm you. We recommend starting things out assumptivly with low resolution when creating your initial Journey Maps. From there you can perform validation exercises on the areas that require more detail to understand.

2) Keep it collaborative (cross-functional)

Journey mapping provides the most value when done with a wide range of people from your organization.This will help maximize your collective understanding during this activity.

Here are some examples of people to consider including:

  • Someone with a good understanding of strategic business objectives and financials
  • Someone who knows the arch of the sales relationship
  • Someone who understands CRM system and email marketing touchpoints
  • Someone with insight into product direction and development
  • Someone from front-line customer support

3) Build initial Journey Maps in person

Whenever possible, we strongly recommend creating your maps as a collocated activity. Journey Mapping requires high energy, collaborative decision making and heavy focus.  For these reasons, teams who do their initial mapping activities in person tend to gain greater value from their efforts.

4) Use consistent sticky note colors

This may seem trivial, but using a consistent color pallet will maximize your ability to gain rapid understanding from viewing a Journey Map. This will help everyone gain a clear understanding of the layout at a quick glance.

5) Make your Journey Maps visible

It’s no secret that Journey Maps draw attention. These maps can serve as a great reference point for bringing different stakeholders up to speed on your efforts. We recommend placing your maps on the hallway walls, in meeting rooms, or anywhere else that will get them seen by passerby's.

Hopefully these tips are helpful for you. We’d love to hear some other suggestions you have for building great Customer Experience Journey Maps in the comments below.