CX Strategic Knowledge · CX Methods
Variation is real — cjms must show it
A single-path journey map describes nobody accurately. Real journeys branch, fail, and vary.
Real customer journeys branch. People hit failure states, take alternate paths, and operate in different contexts. A journey map that shows one clean line ignores travelers with disabilities, language barriers, children, delays, and cancellations. Maps must show variation or they describe no one.
Customers do not move through a journey single file. A useful map includes branches, alternate paths, failure states, and contextual differences. The one-line map is easier to draw and harder to defend.
- International travel
- Disabilities
- Language barriers
- Children and pets in tow
- Delays and cancellations
A single-path CJM describes nobody accurately.
Apply this
Reading about variation is real — cjms must show it is one thing. Seeing where it applies in your journey is the useful part.