Journey Mapping Masterclass with Marion Boberg

Customer journey mapping is a living discipline—constantly evolving and integrating new components.

In this CX Patterns podcast (hosted by Sam Stern, Service Design & Customer Experience at LinkedIn), Marion Boberg, Lead for CX Analytics at Orange Business, delivers a practical masterclass on journey mapping. Listen to this episode to explore the essentials and how to apply them in your organization.

What you’ll learn:

• Why every company needs its own framework.
  Your approach should fit your culture, customers, and goals.
• How to standardize—even if you start with a vendor model.
  Create one company playbook for journey mapping. Without a standard, multiple methods will spread and create misalignment.
• One framework beats many.
  A single, shared way of working drives clarity and consistency.
• Maps must spark real conversations with stakeholders and executives.
  If a map doesn’t make it easier to talk about the customer experience and decide next steps, it isn’t doing its job.
• Visualize to reveal, not to obscure.
  Good maps make challenges and opportunities obvious—without jargon or data overload.
• Include metrics and KPIs in the map.
  Speak the language of the business. Show the impact of fixing—or not fixing—what the map surfaces by linking moments to the KPIs that matter.

Customer Journey Mapping should begin from an organizational perspective to achieve greater impact. By engaging different parts of the organization early on, your framework gains the potential to influence the entire business and is more likely to be accepted, adopted, and sustained across teams.

There’s more in the episode, including lessons from customer experience leaders Zack Hamilton and Kerry Bodine.

Listen here.