Kerry Bodine: CUSTOMER JOURNEY MAPS

Journey maps are one of the best tools I’ve seen for helping companies understand their end-to-end customer experience from the customer perspective. But I’ve found that many prospective journey mappers embark on this activity without articulating what they want to get out of it — and without fully grasping that there are several variations of journey maps to help them achieve their objectives.

In my CX travels, I’ve encountered four major types of journey maps. While they look similar on the surface, each has a different focus and business purpose:

1. Current state:

2. Day in the life

3. Future state

3. Blueprint

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