Customer Journey Mapping: How it can be used to Create Change in your Organization

Over the past 10 years, Customer Journey Mapping has been a critical part of strategically transforming an organization’s customer experience. Taking part in a cross-functional journey mapping workshop can be exciting, fun, and inspirational. Recently, while facilitating a journey mapping workshop for a healthcare company on the east coast, we saw constant light bulb moments. Employees discovered what other roles within the organization do on a daily basis and how they regularly go out of their way for their patients. It changed the way employees in the workshop looked at the organization.

With each workshop, it amazes us how siloed organizations really are. For example, earlier this year while working with a client, and we were making great progress working through the customer journey. Two employees who work in different departments realized they have the same exact role in the organization. They had just met each other during the workshop and, through workshop discussions, realized their roles overlapped.

Why is this important? When the two women discovered they were doing the same job, they were excited to know they had a partner with whom they could collaborate and share ideas and best practices. This realization during the workshop increased their morale and employee engagement.

Your employees must know each step of the customer journey so that your customers will have an even greater experience with you.

When done right, journey mapping is a vehicle for CX change and transformation. It is one of the first steps in the process of creating a customer centric culture. I often recommend that clients use this time in the workshop as a reflection point to get a greater sense and understanding of what your customers experience in each lifecycle stage and touchpoint of the journey. Looking at the customer journey from an internal perspective will give you even greater clarity of what kinds of initiatives your team should work on to enhance and strengthen the experience for your customers.

At the end of your workshop, work through each of the touchpoints and make a list of the touchpoints where you or your team need to improve. Create tasks, due dates, and priority levels. This will start the follow-up and work-stream processes for the folks in the workshop and start the process of journey management. This way, your journey map doesn’t collect dust, but rather it becomes a living and breathing document which evolves over time, helping your organization become even more customer obsessed.

Taking the step from journey mapping to journey management will help to establish an even more prioritized focus on CX culture: one that will get you recognition from your industry peers and your customer base. 95% of dissatisfied customers go on to tell their friends and family about their experience, and it takes 12 positive customer experiences to make up for 1 bad one.

We all know the statistics that almost 60%-70% of all change programs and initiatives fail. Journey mapping and the process of journey management are opportunities for all of us to avoid becoming statistics and continuously stay ahead of the curve. In preparing yourselves and your teams for journey mapping workshops, you should bear in mind that this exercise is going to elevate your organization and prevent it from becoming another failed program statistic. Changing your mindset and thought process before the workshop begins will pay off dividends weeks and months after the workshop is over.

Ari Ashkenas is the Associate Director at Touchpoint Dashboard, a digital journey mapping and professional services firm. Ari has worked with many Fortune 500 companies including Royal Bank of Scotland, Marriot International, and Mercedes Benz USA.

Ari can be reached at