Journey Mapping: Identifying Workflow Gaps and Opportunities

Summary

A solid journey mapping exercise brings teams together for a hands-on deep dive—think real-time observations, interviews, and close collaboration. It’s all about uncovering insights that drive positive outcomes.

Opportunity

Journey mapping is one of my go-to tools for improving customer experiences. As Senior Manager of CX Strategy, I tackled a major challenge in our sales lead process after customer feedback highlighted communication gaps. By mapping out the lead generation journey, we pinpointed areas for improvement, streamlined the process, and ultimately delivered a smoother first experience for new customers—all while accelerating time to revenue.

Challenges

When we dug into customer feedback, the issues were clear—delayed responses from support and sales, plus offline interactions slipping through the cracks. On top of that, internal teams weren’t aligned, leaving the lead generation process disorganized. This is exactly why journey mapping exercises are a game-changer. They spotlight these gaps, helping us streamline communication and keep everything on track.

Outcome

Using journey mapping exercises, we streamlined the Sales Force workflow, brought in a new hire, and fine-tuned the overall system. By collaborating with Sales and Service teams, we uncovered inefficiencies and communication gaps through interviews, ride-alongs, and brainstorming sessions. These insights shaped a detailed journey map of the sales lead process, highlighting pain points and opportunities. The result? Clear action steps that boosted efficiency and maximized our resources.

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