The CX Cast 379: Journey Mapping Masterclass 1: Frame The Effort
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Nov 5, 2024 Joana de Quintanilha, a journey mapping expert at Forrester, dives into the intricacies of journey mapping. She explains how effective journey mapping acts as a change management tool, detailing a structured seven-step approach. The discussion highlights essential preparations for journey mapping workshops, including identifying key participants and crafting customer personas. Joana emphasizes the importance of thorough scoping, stakeholder involvement, and balancing qualitative with quantitative data to drive meaningful customer experience improvements.
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Framing the Journey Mapping Effort
- Start with a business objective and define the use case for journey mapping.
- Determine the type of journey, target audience, and needed data.
Using a Journey Mapping Canvas
- Use a customer journey mapping canvas to structure your journey mapping efforts.
- It includes key questions to guide your process and ensure thorough preparation.
Pitfalls of Poor Preparation
- Poor preparation in journey mapping leads to wasted effort and lack of action.
- Include the right stakeholders and a clear purpose to drive meaningful change.