Journey mapping is an excellent tool that organizations can leverage to depict customer experience. The goal of journey mapping is to learn what customers care about the most from initial product awareness, all the way through renewal or repurchase. A key component of building a journey map is using employees and internal teams to think like customers and detail out the important aspects of the customer journey. However, this exercise should not be 100% company-centric. In fact, without enough outside perspective either from an objective facilitator or reliable voice of the customerjourney maps can easily become nothing more than process maps that document steps with little emotional insight into customer pain points, frustrations, gaps in service or moments of truth.
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