Journey maps are a popular Experience Management (XM) tool. They show a representation of the steps and emotional states a person goes through during a period of time to accomplish a specific goal. Because these maps put an organization’s interactions within the context of the customer or employee’s broader activities, goals, and objectives, they help firms identify how people truly perceive those experiences. The ultimate goal of journey mapping is not to create a map – it’s to develop a deeper understanding of people’s needs and experiences by working through the process of building a map. It’s this understanding that allows the organization to design better experiences and develop more targeted listening posts.

Watch this video to learn more about the elements that make up a strong journey map and how to use them to improve the experiences people have with your organization.