Journey mapping is a critical tool in aligning organizational focus on the customer. The goal is to gain an understanding of the customer journey from the catalyst for purchasing (or using) a product or service to the termination/disposal stage. In understanding the journey companies usually then use it to do at least one of three things

It was 4:30am and my airline app just pinged on my nightstand. In the bleary soft glow, it notified me that my 7:09am flight was delayed and I was automatically reassigned to the 6:30pm flight that day. That’s right...6:30pm. Almost 12 hours later. It was quickly followed by a robo-dial to my mobile phone informing me of the same thing...which also woke up my wife.