What is essential for creating a high-level customer journey map?

Creating a high-level customer journey map is fundamentally about understanding and visualizing the customer experience through various stages and touchpoints. Combining ideal experiences for relevant scenarios is essential because it enables organizations to understand how customers interact with services at different stages in their journey. This approach helps capture what customers aspire to experience, highlighting both their needs and expectations.

By focusing on ideal scenarios, organizations can identify the best practices and benchmarks for customer interactions, which can lead to enhanced service design and improved customer satisfaction. This process not only helps in justifying the existing service map but also reveals opportunities for improvement and innovation in service delivery.

The mapping of team roles, while important in delivering those ideal experiences, does not provide a comprehensive view of the customer's journey. Similarly, focusing solely on service provider input can lead to a skewed perspective that ignores the customer's viewpoint, while identifying obstacles, though useful, is secondary to understanding and outlining the ideal experiences sought by customers.