Journey maps are wildly popular, and for good reason: Done right, they can transform the customer experience (CX) your company delivers and even alter its culture. But producing journey maps won’t change anything unless CX professionals 1) think ahead about purpose, goals, and potential broader impact and then 2) follow the seven key steps of effective journey mapping. This report explains how to align your journey mapping effort with your overall CX strategy and follow seven steps to do journey mapping right — whether it’s to design customer-centric experiences or align employees and cultures to customer needs.