Journey maps should always be created to support a known business goal. Maps that do not align to a business goal will not result in applicable insight.
The goal could be an external issue, such as learning about a specific persona’s purchasing behaviors, or an internal issue, such as addressing lack of ownership over certain parts of the customer experience. Some potential business goals that journey mapping could be applied toward are listed below.
- Shift a company’s perspective from inside-out to outside-in
- Break down silos to create one shared, organization-wide vision
- Assign ownership of key touch points to internal departments
- Target specific customers
- Understand quantitative data