The CX Cast
379: Journey Mapping Masterclass 1: Frame The Effort
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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Quick takeaways
- Framing the journey mapping effort is essential, as it establishes a clear purpose and aligns with business objectives to drive meaningful change.
- The customer journey mapping canvas is a crucial tool that guides teams in structuring their efforts, focusing on essential questions for improved outcomes.
Deep dives
Understanding Journey Mapping as Change Management
Journey mapping serves as a vital tool in driving change within organizations, functioning as both a mapping and management process. It encompasses three primary phases: framing the mapping effort, creating the journey map, and ensuring the sustainability of improvements. The framing phase is crucial as it sets the foundation for success by defining a clear purpose, such as addressing customer churn or enhancing a particular user experience. Establishing a sense of urgency and identifying key stakeholders is essential during this phase, as it ensures that the mapping process is aligned with specific business objectives.
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