The complete guide to customer journey mapping

This guide is designed to serve as an introduction to customer journey mapping, sharing insights from leading experts in the field so that you can learn more about the practice and how it can help your business, including:

  • Practical tips on building customer journey maps and how to use them
  • Where customer journey mapping can go wrong
  • The dos and don'ts of customer journey mapping

Click here to download the guide in full or browse the individual articles below. 

2nd Oct 2014

Why is the customer journey so complex?

When did customers become so darned complicated? Over the last five years, the way that customers interact with organisations and brands...
Snakes and ladders
2nd Jul 2018

Journey mapping: The opportunities and obstacles

What is driving customer journey mapping adoption and what are the key considerations for those looking to utilise it? Once upon a time the...
Blueprint
16th Jul 2018
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How to create a customer journey map

What are the key ingredients of a comprehensive customer journey map? And what are the key tasks you need to perform in order to create a...
16th Oct 2014

How to put your customer journey map to good use

Although a great deal of time and effort needs to be invested in building a customer journey map, the value is not actually in the map...
20th Oct 2014

Improving customer journeys with qualitative data

The key to successful multichannel marketing seems to be a focus on managing the customer contact points rather than the channel. A channel...
23rd Oct 2014

Five ways to build emotion into customer journeys

A growing number of organisations are now undertaking customer journey mapping. But the reality is they are doing this wrong. Firstly, many...
27th Oct 2014

Examples & techniques of customer journey mapping

Understanding your customer and how they interact with your business directly and indirectly is critical in driving improved value, repeat...
30th Oct 2014

Reasons why customer journey mapping goes wrong

Customer journey mapping is becoming an increasingly popular practice, so a growing number of organisations are discovering its benefits –...
3rd Nov 2014

Why employee journey mapping is essential to CX

It is my belief that employee journey mapping is every bit as important as customer journey mapping, and needs to be focused on before we...