Want to improve your customer experience? Then embrace journey mapping.

Customer journey maps illustrate the steps your customers navigate to engage with your company. They provide relevant information about the ways users interact with your brand and service touch points over time — and keep companies focused on customers rather than themselves.

Arke VP of Strategy Margaret Wise defines a customer journey map as a way to see your company from the perspective of your customers. You can use the insight you gain as the foundation for business decisions, which ultimately drives better brand experience.

But you don’t have to take our word for it.

Let’s see what some other experts in the field have to say about journey mapping.

Perspectives on Customer Journey Mapping

Eric Berridge, Marc Benioff

“The best way to determine what data needs to be captured is to use customer journey mapping. You have to understand not just the customer lifecycle but also map out each and every touch point a customer has with your business.” — Customer Obsessed: A Whole Company Approach to Delivering Exceptional Customer Experiences by Eric Berridge, co-founder and CEO of Bluewolf, an IBM Company, and Marc Benioff, founder, chairman and CEO of Salesforce

Brian Solis

“Done right, customer journey mapping is an opportunity to learn, not assume, how customers behave, where they go and why, and which devices they use in a variety of scenarios and a variety of contexts.” — X: The Experience When Business Meets Design by Brian Solis, a principal analyst at Altimeter Group, a Prophet company, as well as. an award-winning author, futurist, and keynote speaker

Richard Banfield, C. Todd Lombardo, Trace Wax

“Using an experience map or a user journey map is an excellent way to visualize the journey. In a user journey map, you break down the journey of each persona into different stages.” — Design Sprint: A Practical Guidebook for Building Great Digital Products by Richard Banfield, CEO and co-founder of Boston-based User Experience Agency Fresh Tilled Soil; C. Todd Lombardo, VP of Product and Experience at Vempathy; and Trace Wax, product leader at Consensys 

Roger J. Baran, Robert J. Galka

Journey maps are common tools “used to design a process that will lead to a better customer experience. They describe the steps a typical customer goes through to get something done and allow a design team to visualize the activities someone goes through to achieve a goal relevant to them …

“Journey maps should look for bottlenecks and obstacles encountered by the customer and what the company can do to encourage the customer to move through the process seamlessly.” — Customer Relationship Management: The Foundation of Contemporary Marketing Strategy by Roger J. Baran, associate professor of Marketing at DePaul University, and Robert J. Galka, an executive-in-residence at DePaul University

Scott McCabe

“Often customer journey maps provide additional data such as an emotional journey that demonstrates which touchpoints different customer groups perceive as positive and which ones as negative.” — The Routledge Handbook of Tourism Marketing by Scott McCabe, professor of marketing and tourism, Nottingham University Business School, Nottingham, UK

Andy Polaine, Lavrans Løvlie, Ben Reason

“When customer journey maps are done right, they involve all the different parts of an organization. The collaborative activity encourages people to get their heads out of the weeds and see the customer experience beyond their silo.” — Service Design: From Insight to Inspiration by Andy Polaine, regional design director for APAC at the global design and innovation consultancy, Fjord; and Lavrans Løvlie and Ben Reason, founding partner of service design consultancy Livework in London.

Jim Morrish, Rishi M Bhatnagar

“Defining the customer journey has another positive side­ effect: it makes sure all relevant channels to the customer have been identified, and these serve as customer touchpoints.” — Enterprise IoT: Strategies and Best Practices for Connected Products and Services by Jim Morrish, founder and chief research officer of Machina Research, and Rishi M Bhatnagar, president of Aeris Communications

Laura Klein

“The goal of the customer journey map is to help everyone on the team understand the user and their interactions with the product. Now is the time to add some of that understanding.” — Build Better Products: A Modern Approach to Building Successful User-Centered Products by Laura Klein, engineer, UX designer, and product manager

Idris Mootee

“It begins with using customer journey mapping to visually illustrate an individual customer’s needs and goals, the series of interactions and information necessary to fulfill those needs, and the resulting emotional states a customer experiences throughout the entire process.” — Design Thinking for Strategic Innovation: What They Can’t Teach You at Business or Design School by Idris Mootee, CEO and co-founder of Idea Couture, strategic innovation and experience design firm

Arke’s Journey Map Template

A customer journey map template is a matrix of customer acquisition and retention stages. Down a PDF of the template here.


Arke Journey Map template

The columns outline the stages of the journey: Awareness, Nurture, Conversion, Retention, and Advocacy. The rows invite you to address these stages for People, Process, Technology, Data, and Content.

As you complete the template, put yourself in the shoes of your customers.

  • When are your customers engaging with your brand?
  • How can you align your people, processes, technology, and data to create better brand experiences?
  • How can you optimize your customer journeys to develop a clear and actionable path to better brand experience?

Need help? Contact Margaret Wise for more information — and download our Arke’s Journey Mapping Workbook today.

For More Information

About Arke

Atlanta-based Arke, a Sitecore Platinum implementation partner, develops strategies and implements digital technologies for better brand experience for your customers.