10 CUSTOMER JOURNEY MAPPING and Jobs to be Done

Journey maps help the organisation to structure its systems and processes around the overall journey that a customer, a client and employees make for the service outcomes to be achieved.

They are a visual step-like set of actions.

As well, they form the basis of the social and ‘emotion’ journey that these constitutes take to achieve their desired ‘jobs to be done’!

The journey map is supported by the process of empathy mapping, including pains and gains, and the careful exploration of the outcomes to be achieve, the ‘jobs to be done’.

The next element of the journey is to carefully explore the jobs that the end user is seeking to achieve and then address what the organisation does or should do, to help the customer or end user to acheive that.

We think of two layers here, at least: the front line service team’s ‘job to be done’ , and the organisation’s ‘job to be done’.

The final element is to remember that there are the tactical functional elements of a ‘job’ and then there are the other, often more powerful elements of what is it that we are trying to achieve!