CXPA's Guide to Journey Mapping

It can be overwhelming to find relevant, unbiased CX resources to help move your work forward.

CXPA is here to help.

Our Topic Guides--CXPA members who are Certified Customer Experience Professionals--have curated our most relevant, popular articles, whitepapers, and webinars to bring you the very best information on topics that are critical to your success.

Note that some resources in the links below may be content only available to CXPA members. 

CXPA's Guide to Journey Mapping

Customer Journey Mapping is a critical step for every business that aims to build a long-term relationship with its customer. It helps visualize the story of a customer's end-to-end experience with your brand, enabling you to key moments and pain points your customers have with your company.


Here are a few of the gains that one can expect from a well-structured customer journey map:


  • Enables customer acquisition, engagement, and delight 
  • Cultivates a customer-focused mentality across the organization.
  • Helps prioritize needed investments in the improvement of existing experiences as well as key moments in the creation of new ones
  • Presents an opportunity to create a new target customer base.

Your Topic Guide

Chandan Chhabra, CCXP

Chandan Chhabra, CCXP has over 17 years of work experience spread across 5 industries – BPO, Telecon, BFSI, Ecommerce, and Automotive. As a consultant and trainer, he specializes in delivering business results and transforming people while keeping the customers at the center of decision-making. Setting up and scaling teams, automating processes, and finding the right alternates that meet the business needs are some of his key strengths.

Chandan Chhabra, CCXP, CXPA Member


  • Webinar So You've Finished Your Journey Map, Now What? Usermind.  This webinar enumerates a four-step experience orchestration (OX) approach and outlines key tips on how to move from just mapping journeys to fully operationalizing them within your organization.



  • Blog When Eating the Elephant, Don’t Boil the Ocean, Jim Tincher, CCXP

    If you focus on the entire end-to-end experience at once, you’re not going to make progress. Most successful CX Leaders believe in dealing with one journey at a time. Through this blog, Jim lists the practical approaches one should adopt to simplify experiences.

  • Blog Do we Mine the Gap or Mind It?, Valerie Peck, CCXP

    This post helps explain how to take emotional or flow-based data and array them in a way to expose the what, where, and why behind Moments of Truth and pain points that are occurring in your customer relationships. She further describes how we can use Longitudinal Research (Minding) and Data Layering (Mining) to fix them.

  • Blog Four Positive Side Effects of Customer Journey Mapping Sessions, Aimee Lucas, CCXP

     Apart from delivering a tangible benefit – a completed customer journey map -- other positive side effects ripple across the participating functions. Aimee outlines four broader benefits that can linger in the organization over time when you embark on a customer journey mapping experience.

  • Discussion: Future State vs. Current State Journey Mapping, Maulin Shah 

    While embarking on a CX mapping program with a limited budget, should the business focus on mapping the current state of customer experience journey or bypass the baseline and focus on the intended future state experience? Click on this post to read through the views of various CX Experts on this pertinent question.


Have a topic to suggest for a future guide? Drop a note to Gabe Smith, CCXP.