Customer Journey Mapping is a rich and powerful toolkit of approaches and formats to articulate the phases, emotions, goals, experiences, perceived effort, perceived value, and a host of other qualitative metrics that your customer goes through in interfacing with your organisation.

Customer Journey Maps are generally based on personas and creating a lifelike (and sometimes real life) map of a typical customer journey in terms of a given set of products or services that your organisation provides.

The core concept is to “map the customer journey and then identify the touch points in that journey where the value is delivered”.

As such, we would typically see Customer Journey Maps as being entirely complementary to Process Knowledge Maps. They are a rich source of information, design briefs and drivers for your operational processes. Your operational processes should evolve in response to, and deliver the desired outcomes of, Customer Journey Maps. You can embed much of the knowledge gained from Customer Journey Mapping sessions into your Process Maps.

It is straightforward to create metadata structures to identify the Operational Process touch points in the customer journey and capture and quantify the value (or lack of it) that takes place at these points of interaction. If you have visual Customer Journey Maps in addition to the work you do within Elements, we recommend that you link to them to keep them in context, and tandem with your operational Process Knowledge content.

In this way, you can incorporate both desired outcomes, real points of customer excellence and pain into your Process Knowledge maps, achieving a hybrid of Process Knowledge with embedded Customer Journey Map information. These should not be seen as an "either/or" situation. They are definitely apples and oranges, but together make a great fruit salad!

Search the web for examples of “Customer Journey Mapping” – click on images and there are hundreds of examples like this one (image from a Graham Hill contribution to a 2011 blog on social media).

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