Journey Mapping And Real-Time Journey Orchestration Are Critical To Crisis Preparedness And Recovery

April 21, 20205min

Companies have woken up to the reality that customer experience (CX) is critical to their business. To help improve experiences that they offer, CX pros have been quick to adopt customer journey mapping — a methodology to deepen customer understanding, break down siloed behaviors, and inject customer thinking into the design process.

Journey mapping has a variety of benefits that stretch far beyond the tactical advantage it provides when CX professionals use it for improvement projects. CX leaders can leverage customer journey maps to:

  • Break down silos to address the end-to-end customer experience. Organisations benefit when they shift focus from individual touchpoints to journeys that cross touchpoints, silos, policies, and procedures. Journey mapping allows CX professionals to identify overlooked touchpoints, find previously unknown problems and their root causes, clarify roles, quantify the value of improving CX, and measure improvements to CX.
  • Drive organisation wide customer obsession. Journey maps can build empathy for customers by walking participants through how touchpoints influence customers’ attitudes and actions. Ongoing use enforces customer-centric thinking and encourages good CX behaviors. What’s more, future-state journey maps can help make the CX vision tangible for employees and partners.

Companies as diverse as The Economist, Lloyds Banking Group, and Shell are shifting their focus away from channels and touchpoints to journeys. As a result, the adoption of journey mapping and journey analytics — a more data-driven approach to understanding customer journeys — is at an all-time high for CX professionals.

But there is room for improvement. Companies struggle especially with a lack of a strategic approach to journeys. While there is nothing wrong with a tactical approach to journey mapping to find and fix broken experiences, using journey maps only for that is a miss. More strategically minded companies like Lloyds, E.ON, and Sage Software North America manage a portfolio of journeys with journey atlases — a framework for cataloging and assessing journeys — and prioritisation matrices to systematically rank and plan journey-related efforts.

To boost their chances of success, companies using journey mapping ensure that the stakeholders and executives who own the parts of the affected business have prioritised fixing it.

They take validation and journey measurement efforts seriously and consider conducting customer interviews and observational research prior to mapping every journey or map journeys in co-creation sessions that involve customers.

They also realise that understanding the customer’s journey is half the CX puzzle; the other half is understanding the role that your company — its employees, partners, processes, systems, policies, and more — play in making the experience possible.

Firms in industries on the front line of helping customers through the COVID-19 pandemic are using journey mapping software to co-create key employee, call center agent, and customer journeys.

With customers embracing never-seen-before behaviors and employees working remotely, journey mapping can help ensure firms have a holistic view of crisis journeys and avoid tone-deaf experiences. Journey mapping vendors like Mural make it easy to translate “Post-it on the wall” work to a digital whiteboard for journey mapping and helps with virtual brainstorming and prioritisation.

Other vendors like More Than Metrics are prioritising features that enable home workers to print journey maps on several A4 pages so they can continue to collaborate with dispersed journey teams from their home office.

Journey mapping isn’t something that you should put on hold until recovery – in these unusual times it’s more important than ever that you map and validate journeys with real customer insights to win, serve, and retain customers with emotionally attuned journeys.


Joanna de Quintanilha is Forrester VP and Principal Analyst.

Learn more about Forrester and join the webinar Virtual Customer Journey Mapping: Adapting To The New Reality.

Joana de Quintanilha

Joana de Quintanilha

Based in London, Joana serves customer experience professionals. Her areas of expertise include digital customer experience, tools like journey mapping, and Agile methods. Joana also focuses on brand and leads Customer Experience Index research in Europe. She is Forrester VP and Principal Analyst.

Inform. Inspire. Include.
A free way to improve your business.

Customer Experience Magazine is the online magazine packed full of industry news, blogs, features, reports, case studies, video bites and international stories all focusing on customer experience.



UK Trademark UK00002648900

EUIPO Trademark 018131832

Contact Information

For article submissions:
Paul Ainsworth

For general inquiries, advertising and partnership information:
Tel: 0207 1932 428

For Masterclass enquiries:
Tel: +44 20 86385584

Customer Experience Magazine Limited
Company number: 12450532
International House, 24 Holborn Viaduct,
United Kingdom, London, England, EC1A 2BN


Find a job in customer support with Jobsora


cbd oil: cbd and sex cbd and lymphoma cbd bottle cbd oil before surgery cbd yoga cbd oil manufacturer plexus cbd oil jpeo cbd organizational chart benefits of hemp oil cbd black friday tera will cbd make you high hempful farms cbd oil review pet tincture where to buy cbd oil for cats cbd merchant account shopify cbd rso beam cbd reviews states cbd is illegal cbd red eyes cbd oil williamsburg va med cbd oil tera store wont open cbd vape bad for lungs does hemp seed oil contain cbd cbd oil no thc drug test new u life gel reviews cv science cbd koi cbd oil cloudy use it cbd myths pure one vape us oil imports by country sublingual cannabis medical hash oil claw concentrates cbd oil dosing where to get cbd vape oil near me what is cbd oil used for teatment of seizure cbd oil contact dermatitis cbd oil huntsville al greenroads cbd oil groupon cbd private label companies

weight loss: kefir weight loss reddit weight loss pics sleep apnea and weight loss mag 07 weight loss results missy elliot weight loss weight loss waist trainer garcinia weight loss kit healthiest meats for weight loss vegetables soup for weight loss venom weight loss pills best weight loss smoothie vicks vapor rub uses for weight loss paleo diet reviews weight loss side effect of ace diet pills nursing weight loss best heart rate zone for weight loss eas protein shakes for weight loss physicians weight loss center mens weight loss diet plans quick weight loss center snellville premier weight loss center orly weight loss pills weight loss quit drinking gastric balloon weight loss sauerkraut and weight loss weight loss pills for women over 40 real dose weight loss formula 1 reviews 21 days diet plan for weight loss faith based weight loss phenol diet pills lemon for weight loss recipe vyvanse weight loss stories eating salads for weight loss best safe diet pills vegetarian weight loss pills hcg steroids diet pills that work doxycycline weight loss fastin diet pills for sale weight loss surgery for non obese best weight loss diet 2018 post pregnancy weight loss

male enhancement: garlic libido embarassing erections penis pump reviews omg your dick is huge natural ways to get an erection vitamins that help blood flow ingredient comparison hormone enhancer online pharmacy for viagra size genetics reviews stretch penis skin blue pain pills mens penis extender can t get full erection enlargement cream for men disadvantages of sex penes sizes risks of testosterone injections penis increase food best testosterone supplement review sizes of a penis best sexual long erect penis rhino sex man1 man oil alternatives huge dick head keto diet sex drive penis enlarge tips how much is viagra at walmart numale treatment cost penis not getting hard enhance male pleasure best supplements for nerve damage white pill 50 my ding a ling youtube how a penis works home remedies to last longer in bed nugenix pills enhancer pill man king cobra fat burner best hgh supplement for muscle building best otc for ed

vape: vape machine mi pod vape free cbd vape oil sample known problems voopoo drag vape tales digiflavor drop 24mm rda vape mods rda smok baby beast tank glass electronic cigarette shop near me da vinci vape review vape york pa blue ecig retailers preferred vapor vaporizer stores near me taylor gang vapor pen does juice go bad ecig puts out to much vapor triton aspire tank criss cross vape juice best temp to vape weed reddit best way to make marijuana vape juice with vg vape pen health will chronic e cigarette use cause lung cancer 24mm rda vaping competition 2015 lost vape orion coils how many watts is a juul nicotine withdrawal smok al85 coil change the vape store cape coral fl kangertech subbox ecig silver bullet coolest rda newport vape best dripper for beginners blueberry lemonade vape juice uwell crown vs isub apex o pen vape coupon code how to change uwell crown 4 coil vapure e cigarette uwell hypercar fill cap is stuck best cheap mods