Customer journey maps are an incredibly popular customer experience tool. They show a representation of the steps and emotional states a customer goes through during a period of time to accomplish a specific goal. Because these maps put company interactions within the context of the customer’s broader activities, goals, and objectives, they help organizations identify how customers perceive their experiences with the business. The ultimate goal of this tool is not to create a map – it’s to develop a deeper understanding of people’s needs and experiences by working through the process of building a map. It’s this understanding that allows the organization to design better experiences and measurements.

Watch this short video to learn more about the power of customer journey mapping. The video also introduces an exercise called “Customer Journey Thinking,” which helps embed a journey-centric mindset in employees across the entire organization.

This video was originally published by Temkin Group prior to its acquisition by Qualtrics in October 2018.

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