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When Journey Maps Don't Go The Distance

A customer journey map is a valuable tool for understanding customer needs and expectations at each phase of the customer lifecycle. When executed thoughtfully and correctly, the journey map is a powerful resource to support tactical and strategic decision-making in the areas that matter most to customers.


Even as journey mapping has matured, missed opportunities – "detours” – can prevent companies from creating journey maps that go the distance in contributing to customer centricity and enhanced customer experience.

You’ll learn how to avoid three detours that can take you miles out of your way:

  • Ending up with a process map rather than a true customer journey map
  • Forgetting the customer voice
  • Neglecting to follow through with activating your journey map in your company

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Change management: a marathon or a sprint

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