Customer Journey Mapping: Key Issues and Best Practices


August 2020 – Journey maps provide the guide and compass for engineering omni-channel experiences by identifying, visualizing, and describing each stakeholder touchpoint.

One of the most significant innovation and transformational challenges that insurers face today is developing an “outside-in” perspective of the customer experience. Journey mapping helps insurers understand the sentiments, challenges, and frustrations of their customers.

Journey maps demonstrate how touchpoints (or lack of thereof) affect the customer experience. A poor or missing experience at a critical moment in the journey can impact the policyholder’s brand loyalty.

This brief examines the reasons for journey mapping, the challenges to achieving success, and leading practices to developing journey maps. The brief also provides a breakdown of the common components of an effective journey map.

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