I'm about to start work on a detailed customer journey map for a travel company. This to be for an end to end service and there are a LOT of touch points. I'm just curious has anyone any tips/feedback on working with extremely detailed journey maps that they could share?
For instance, lets say I have several main groupings:
Plan | Purchase | Departure | Trip | Return | Next Trip |
Each of these consisting of many potential touch points online and offline. Can anyone reccommend best practice with regards to creating and editing a journey map for an experience that has the potential to be vast. Would you break it out into groups - would that mean you would lose an element of that holistic view?
Also if mapping different things across the journey (x-axis), e.g.
current customer experience (scope, touchpoints and performance
areas where competitors compete (and analysis)
- identify areas of experience where other companies (non-competitors) provide value
- future experience roadmap (vehicle for storytelling)
How would you represent all these different dimensions without making it overly complex? Would it be a case of producing multiple versions of the map - which in turn means more management/upkeep?
Just curious to hear of other people's experience's with this. What's worked for them and what hasn't.