Why Customer Journey Mapping Is a Verb, Not a Noun

The need to understand customer behaviors may never be as great as today. Customers are proliferating digital channels thanks to the digital acceleration that began in 2020 and extends today. And companies need help. 

In fact, only 11% of organizations say they currently understand customer behavior well, according to the CMSWire State of Digital Customer Experience. About 56% say they moderately understand customer behavior, and 33% say they either understand customer behavior poorly or that they haven’t started to understand customer behavior yet.

Customer journey mapping is one tool to help understand customers better. But it's more than creating a map. It's defining truly those customer moments that matter. Jeannie Walters, chief customer experience investigator and founder at Experience Investigators, invests in making customer journey mapping work.

It's a verb, and not a noun, she says. Walters shared these and other tips and strategies around customer journey mapping and CX best practices in our latest episode.