Journey Mapping Playbook: De Gruyter Business Playbooks

34 percent of all companies currently engage in the process, popular companies like Starbucks and Uber depend on customer journey maps to convey the importance of their customer's experience at all levels of transactions to the entire company - cmnty.com

If, as a business, we are to benefit commercially from being more customer-centric then it goes without saying that we need to understand our customers better. We need to empathise with how we fit into their lives, not how we want them to fit into our processes. That's what journey mapping is all about; documenting and acting on what it's really like to be a customer. It's a simple and effective tool used by organisations throughout the world and across every sector. Done effectively and strategically, its influence can be significant. It's a tangible, very relevant way to capture what customers are doing, thinking and feeling as they interact with us. And by overlaying what else we know from our operational metrics and existing feedback and then by validating it all with customers, we create compelling reasons to change what can be improved and celebrate what's already great.

That's what this playbook is all about. How do you plan, facilitate and then demonstrate the value by providing a compelling argument to make changes? The central core of this journey mapping book is the workshop. It includes a plan you can follow, an agenda and tips for keeping everything on track. But, just as importantly, it looks at how to prepare for those workshops so they are strategically supportive and highly effective when you run them. It then explores what you do with the output of the workshop to ensure you and your business get the most out of them.