How to Kickstart Digital Transformation with Deep Customer Journey Mapping

According to IDC, by 2023, digital transformation spending will grow to over 50% of all ICT investment from 36% in 2019, reaching $2.3 Trillion. This will be the highest growth in data intelligence and analytics. Statistics show that your organization should accelerate its digital transformation efforts, and nothing can be a prudent decision than hiring a digital transformation consulting company. Effective digital transformation programs require a customer-centric approach where the customer lies in the driver’s seat and all ongoing transactions focus just on the customer.

This implies that the customer is the focal point of digital business transformation and to effectively understand the pulse of the customer, organizations should evoke the needs and pain points of customer journeys.

In this blog, we talk about how a customer journey mapping workshop can help companies deliver the best digital customer experience, which acts as a catalyst for digital transformation.

What is Deep Customer Journey Mapping (CJM)?

Deep Customer Journey Mapping shows the customer’s processes, perceptions, and needs throughout their interaction and relationship with an organization. It is an approach that positions the customer at the core of all transactions. Decision-makers are encouraged to think from the perspective of the customer, instead of using preconceived notions on business processes.

How do Enterprises Benefit from CJM?

The best way to understand the experiences of your existing customers is by mapping their existing journeys. Only then can you explore potential opportunities and identify challenges.

With a CJM framework in place, you can do much by enabling organizations to:

Transform Customer Experience

Organizations need to decide if they wish to level up the existing digital customer experience or act as a disrupter by putting the customer first. To accomplish this, they can use the CJM framework. This framework enables them to create happy customer experiences by focusing on the state in the future, thus designing novel and redesigning current experiences.

Build a Roadmap for Implementation

As you move beyond the preliminary mapping sessions, the CJM framework behaves like a roadmap to implement new customer experiences. The outside-in approach allows organizations to better understand their customer emotions, as they interact with different brands.

Companies can radically increase their customer experience this way. To elucidate this, let us take an example of retailers. Retailers have been using journey maps as a reference to the service they offer to their customers.

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Optimize the Experience of Your Employees

If you take care of your employees, only then can they take care of your clients. This hints at the significance of conducting employee journey mapping workshops. Such workshops allow companies to comprehend and improve employee journeys, thus driving change management. The CJM framework is, therefore, a great tool for orienting and training employees on customer strategy.

How CJM Workshop Works

Step #1

Stakeholder Alignment

A customer journey mapping workshop requires a high degree of cohesion among several departments within an organization. This is the reason there should be a champion who brings together multiple teams. Champions cannot be limited to a single department.
A champion is a person whose control spans across the organization. As the champion is not limited to one department, the sponsor can easily detect and resolve internal disputes, if any. A few of the typical stakeholders who should be a part of the CJM workshop are CX champion or sponsor, business function heads, transition managers, and technology heads.

Step #2


An integral part of a CJM workshop is primary research. The research needs to be focused and insights-driven, instead of those open-ended research programs that continue for many months. It is the best practice to understand the client before the workshop happens.
Doing so will help validate the findings of the research and develop a much accurate organizational picture. A few of the innovative ways of conducting this kind of research include:

  • Discussions about the organization on social media,
  • Information from financial reports,
  • Review of analytics data captured at the time of the digital service experience,
  • Semi-structured observation in the field with ad-hoc interviews, and
  • Cognitive maps that participants draw of their world and context.

Step #3

Building Hypothesis

This is the most crucial stage of the CJM workshop. At this stage, all the research across stakeholders is furnished during the workshop to discuss difficult customer journeys. Typically, the workshop coaches discuss and finalize the use cases with customers well-in-advance to maximize the workshop’s value. Let us take an example to understand this better.
Retailers often find their customer interactions during the holiday season to make or break their brand. Their failure to meet the increased demand during holidays risks them losing their customers to competitors. In such cases, the CJM workshop plays an instrumental role in offering retailers – a platform to change the way a brand tackles customers during demand surges.

Step #4

Action Plan

Once the workshop is over, the customer and the coaches confer on the results of the journeys. They may plot these journeys on the whiteboard and highlight the identified problem areas. The aim here is to validate the hypothesis with the customer. After the customer approves the findings, the gaps help to build a business case to create downstream requests for proposals (RFP).

Key Takeaways

Share the CX journey maps with the company stakeholders. They should identify and communicate the responsibilities of the participants.
CX champions or sponsors should be made accountable for the result of the CJM workshop to drive enthusiasm.
Seek approval from the CX champion or sponsor to figure out individual milestones. It is also a good practice to create a time-bound plan to execute the action items.
As CJM workshops are a part of the repetitive process, you may conduct more such workshops to maximize adoption.
With the help of the customer, these workshops make it easy for you to identify the problem areas and fill the gaps in your customer journey, thus leveling up the digital customer experience.

The Bottom Line

Organizations all over the world are hastening to adopt digital transformation programs to enhance their customer experiences. Customer journey mapping, of course, can play a critical role in ensuring the success of such programs. As you conduct customer journey workshops, you can better comprehend pain points across user journeys and come up with action plans basis stakeholder alignment, research, and hypotheses.
You should then implement these plans effectively across all stakeholders using customer experience champions. Organizations thus gain a higher value from digital transformation solutions, creating happy customer experiences at the same time. In the service-first economy of today, adopting this approach can act as the key differentiator for successful enterprises.