We asked Customer Experience experts the following question regarding Customer Journey Mapping, and they were kind enough to share their insights with us:



Customer Experience Officer,
Ingrid C. Lindberg

Stevie Awards – Maverick of the Year & Best New Product or Service of the Year

I’m a really big fan of something I call the Future State Architecture Map (TM pending). It is a tool that I started using back in 2005/2006 to define what the future should look like. I build it by working with customers and listening to not only their requests and requirements, but for their unstated needs. The things that they don’t know that they need in order to make them more loyal to your company. That roadmap is something I’ve used in many companies since, and it becomes the backbone of a company’s business strategy. Once I have that future roadmap, then I work on individual journey maps for the spots where I know we need to focus.


Associate Director, Client Experience,
Michelle Morris Freet

We have worked with our clients to create a journey map in a key segment of the business where we noticed the client engagement scores were lower than the rest of the firm’s scores. When digging deeper and understanding the client’s feedback we have learned several key findings that help us to see from our client’s eyes where we excel and where we need to interact with them differently.

Modifying our behavior to better align with the clients expectations has resulted in nearly a 40% increase in the engagement scores, in this segment alone!


Director, Client Experience,
Karen Kerley

Since our beginning, we’ve been focused on our mantra: “Be good.” That means striving to provide excellent service, understanding our clients’ needs, and doing our best to create a great product every day. The last 12 months have brought a more vigorous commitment of time and talent to understanding our clients through more rigorous user research, journey mapping, and even persona development. The net-net is we’re shifting to an even more client-centric focus, and that’s impacting everything we do – from the copy we craft to the products we design.


Executive Director, Lenovo.com Global Usability & Customer Experience,
Rick Medeiros

We have mapped the entire online journey down to the individual interactions that visitors and customers have with the brand as well as functionality on the site across awareness, research, purchase, post purchase, support and social.


Customer Experience Strategist,
Carol Buehrens
  • Customer Journey Maps help us clearly visualize the experiences our customers have with our organization. By understanding the interactions our customers are facing, and drawing it out on a map, maps help us to clarify touchpoints that are critical to the success of our customers, diagram issues so that they are clearly understood, identify gaps in our services, eliminate distractions and roadblocks, and create unified, value-added experiences.
  • As strategic and innovation tools, we use Customer Journey Maps to help design new experiences to enhance customer engagement and provide additional benefits.
  • Maps help us break down the silo walls, allowing teams across our company to engage in genuine conversations about what we can do, together, to help our customers be successful.
  • We’ve tied emotional mapping to Journey Maps, and have developed storyboards. By illustrating our customer’s reactions and emotions, our internal teams can better empathize with our customers and connect with them on a more passionate level.
  • Using customer ecosystem mapping, which ties the Customer Journey Map to our own internal processes, we can quickly identify streamlining opportunities that benefit both our customers and ourselves.
  • Colorful Journey Maps images also serve as interfaces on our intranet, allowing team members to point-and-click on the touchpoint their customer is in, providing access to relevant relationship tools and communication messages.


Director, Digital Customer Experience,
Tim Hassed

We’ve used customer journey mapping as a guide of where to focus our efforts to reduce pain points as well as identify opportunities between different channels to help create the bridges for customers. We also use journey mapping to help with digital adoption – identifying for other channels the moments of truth where they can drive the customer online. This could be for on boarding, troubleshooting, account management, bill payment etc.

Continue reading expert insights on:

  • How do you approach Omni-channel in your organization? Read insights
  • How do you go about adopting a mobile first strategy? Read insights
  • How do you choose which digital channels to invest in? Read insights
  • How are you using digital channels to aid your customer experience? Read insights
  • How do you align your digital strategies to balance business goals with customer needs? Read insights
  • How do you use digital to drive customer retention and conversions? Read insights