3 ways Journey Mapping supports innovation & growth
Journey mapping is a powerful tool for aligning functional groups to a customer centric view, identifying new white spaces for growth and informing strategic priorities on your roadmap. However, not all approaches to journey mapping are the same.
Upstream's journey mapping can unlock greater growth for your organization in three ways:
1. The customer’s journey is broader than your offering
Rather than narrowly focusing on the steps a customer takes to acquire or use your offering, look instead at how your offering fits contextually into their journey to accomplishing a goal. This may be a linear journey or a habitual journey. The gaps identified in this broader journey are big white space opportunities that can help you leapfrog competition with future offerings.
2. Understanding is more efficient than assuming
Developing new offerings is very resource intensive and to miss the mark with target stakeholders can be the demise of a business unit or an entire organization. By understanding the needs of those target stakeholders first, you’re starting with a solid foundation to build your offering instead of making assumptions based simply on business metrics. This critical investment on the front end will ensure your offering is relevant from the start.
3. Aligned teams are more effective than disjointed teams
Access to finite resources can be a friction point for functional groups making the environment more competitive than collaborative. Every group has a unique understanding of the customer based on their role and touchpoint. The customer however, doesn’t see points of their experience within the boundaries of a functional group. A journey map provides perspective from outside of the organization, increasing cross-functional alignment, buy-in and collaboration, which makes strategic investments more impactful.
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