What makes customer journey mapping different? Is it just a new name for something we’ve been doing for years, another case of the emperor’s new clothes?
Often it is.
After all, a journey map is nothing more than a metaphor. Each customer experience has a start and a finish, and the steps between can be viewed as milestones along the journey. Take your process map, add in a few event-driven satisfaction measures, and call it a journey map. Job done.
Except that isn’t really a customer journey map.