A customer journey map is a visual or graphical interpretation of the overall story from an individual’s perspective of their relationship with an organisation, service, product or brand, over time and across the channels they utilise. The story is told from the customer’s perspective, but also emphasises important intersections between user expectations and business requirements.No two journey maps are alike, and regardless of format they will allow you to consider interactions from your customers’points of view, instead of taking a business outwards focus. They can be used in both current state review and future state visioning to examine the present, highlight pain points and uncover the most significant opportunities for building a better experience for customers. The process of customer experience mapping is a joint activity – the process itself being just as important as the actual artefact. The discussions that experience mapping fosters and the consensus it builds are important building blocks to any future customer experience transformation action. There is no single way to map customer journeys nor is there any one right answer. In this blog we give you ten quick tips to improve your journey mapping sessions.