Like a snowflake, no two customer journeys are the same. Not only do we look different, we each take a different path, however slight, to get from point A to point B. It’s the beauty of being human, being independent. I believe inherently we all know this, as people ourselves. But somewhere in the drive from home to work, as we convert from people to marketers or analysts or product creators, we forget.

So what to do? InSpeier relies on customer journey maps to help illuminate the differences from one customer journey to another. InSpeier believes in fact-based customer journeys, with primary and secondary research to ensure each journey map is accurate and reliable. We at InSpeier have always loved journey mapping, and here are TWO Top 5 lists to share why we think journey maps are so great:

Top 5 reasons your organization should create Journey Maps:

  1. They provide an uninhibited way to look at your customers - you can stop and start at any point in the customer journey, or dig deeper when it makes sense.

  2. They quickly demonstrate differences between customers, especially when you align personas to your journey maps.

  3. Journey maps are an effective way to show others (especially leadership and naysayers) tangible needs and broken processes that need fixing at points along the journey.

  4. You can create them any way you want, at any budget, as long as you use customer facts and data as your source.

  5. They provide a great opening for innovation and new thinking, especially when things have gotten stale over the years.

Top 5 ways to use Journey Maps in your organization:

  1. Kick off meetings with journey maps by bringing your journeys and personas along with you - "Everyone, I'd like you to meet Bob."

  2. Hasten (and strengthen) good decision-making by asking yourself and others, "what would Bob do?"

  3. Identify the paper cuts in your customer experience, prioritize those moments across the journey and make plans to fix them one by one.

  4. Build internal alignment around customer issues. This can even happen while you're developing the journey maps in the first place.

  5. Use them as an entry point into true Customer Experience transformation in your organization, building and refining them over time as the company matures.


Need more convincing? Here’s a great post from DM News that suggests we all know the importance of  journey mapping, but have become complacent at doing them well (or from the consumer’s perspective).

Let’s get mapping!

M’ed Presents: Journey Mapping Workshop by Meredith Speier 10.26.2018

M’ed Presents: Journey Mapping Workshop by Meredith Speier 10.26.2018