In the past, customer journey and process maps have been put together manually by bringing a large group of subject matter experts together and drawing it based on the collective experience of the people in the room:
This can be influenced by a lot of biases and often shows the perceived most common path as opposed to all the routes taken and their relative frequencies. Customer Journey Mapping utilizes the data embedded in operational systems to show each moment of truth for the customer interactions and how they relate to each other. By tracking the experiences in relation to each other as well as independently, the fulness of the customer experience can be analyzed and the outcomes based on a series of touch points can be optimized.
