You’ve mapped the journey.
You’ve prioritized the right fixes.
You’ve aligned teams, uncovered emotional gaps, and connected insight to impact.
But there’s one question CX teams still struggle to answer:
𝗔𝗿𝗲 𝘄𝗲 𝗱𝗲𝗹𝗶𝘃𝗲𝗿𝗶𝗻𝗴 𝘁𝗵𝗶𝘀 𝗴𝗿𝗲𝗮𝘁 𝗲𝘅𝗽𝗲𝗿𝗶𝗲𝗻𝗰𝗲 𝗲𝗳𝗳𝗶𝗰𝗶𝗲𝗻𝘁𝗹𝘆—𝗼𝗿 𝗷𝘂𝘀𝘁 𝗲𝘅𝗽𝗲𝗻𝘀𝗶𝘃𝗲𝗹𝘆?
That’s where most journey mapping stops.
And it’s exactly where 𝗩𝗮𝗹𝘂𝗲 𝗦𝘁𝗿𝗲𝗮𝗺 𝗠𝗮𝗽𝗽𝗶𝗻𝗴 (𝗩𝗦𝗠) needs to start.
𝘞𝘩𝘦𝘳𝘦 𝘤𝘶𝘴𝘵𝘰𝘮𝘦𝘳 𝘦𝘹𝘱𝘦𝘳𝘪𝘦𝘯𝘤𝘦 𝘮𝘦𝘦𝘵𝘴 𝘰𝘱𝘦𝘳𝘢𝘵𝘪𝘰𝘯𝘢𝘭 𝘦𝘹𝘤𝘦𝘭𝘭𝘦𝘯𝘤𝘦.
𝗪𝗵𝘆 𝗜𝗻𝘁𝗲𝗴𝗿𝗮𝘁𝗶𝗼𝗻 𝗠𝗮𝘁𝘁𝗲𝗿𝘀
• 𝗖𝘂𝘀𝘁𝗼𝗺𝗲𝗿 𝗝𝗼𝘂𝗿𝗻𝗲𝘆 𝗠𝗮𝗽𝗽𝗶𝗻𝗴 (𝗖𝗝𝗠) reveals what the customer sees, feels, and experiences.
• 𝗩𝗮𝗹𝘂𝗲 𝗦𝘁𝗿𝗲𝗮𝗺 𝗠𝗮𝗽𝗽𝗶𝗻𝗴 (𝗩𝗦𝗠) reveals how the business actually delivers it.
Separately, they each tell half the story.
Together, they show you where friction, waste, and opportunity intersect.
𝗖𝗝𝗠 + 𝗩𝗦𝗠 = 𝗘𝘅𝗽𝗲𝗿𝗶𝗲𝗻𝗰𝗲 𝗧𝗵𝗮𝘁 𝗪𝗼𝗿𝗸𝘀 (𝗮𝗻𝗱 𝗪𝗼𝗿𝗸𝘀 𝗪𝗲𝗹𝗹)
By integrating CJM with VSM, organizations can:
• Identify both emotional pain and operational inefficiency
• Prioritize changes that impact loyalty and the bottom line
• Align siloed departments around a shared definition of value
• Uncover opportunities to scale experience without bloating costs
𝗛𝗼𝘄 𝗜𝗠𝗣𝗔𝗖𝗧™ 𝗠𝗮𝗸𝗲𝘀 𝗧𝗵𝗶𝘀 𝗜𝗻𝘁𝗲𝗴𝗿𝗮𝘁𝗶𝗼𝗻 𝗥𝗲𝗮𝗹
The “𝗖” 𝗮𝗻𝗱 “𝗧” 𝗶𝗻 𝗜𝗠𝗣𝗔𝗖𝗧™ are where this becomes transformative:
• 𝗖𝗼𝗻𝗻𝗲𝗰𝘁 customer expectations with the internal value stream
• 𝗧𝗮𝗸𝗲 𝗔𝗰𝘁𝗶𝗼𝗻 with a 90-day plan that turns insight into execution across functions
This is where journey mapping stops being a CX exercise—and starts becoming a performance strategy.
𝗖𝗝𝗠 𝘀𝗵𝗼𝘄𝘀 𝘆𝗼𝘂 𝘁𝗵𝗲 “𝘄𝗵𝘆.”
VSM shows you the “how.”
Together, they show you what to fix first.
𝗪𝗮𝗻𝘁 𝘁𝗼 𝗴𝗼 𝗱𝗲𝗲𝗽𝗲𝗿?
Read the full article:
The Synergy of Customer Journey Mapping and Value Stream Mapping
How aligning internal operations with customer expectations unlocks real transformation.
🗣️Let’s talk about how to turn your customer journey into a business advantage.
