Blueprint for success: The 4 steps of a future state journey map

In a world of relentless competition, customer experience is your key differentiator. But delivering just one positive customer service interaction isn’t enough. 

To stand out, you need to manage and enhance every touchpoint across all channels and over the entire customer lifecycle. This is where customer journey mapping becomes invaluable. 

By visualizing and understanding the complete customer experience, you can anticipate needs, address gaps, and consistently deliver outstanding service that builds lasting loyalty.

What is a customer journey map?

A customer journey map is a step-by-step visualization of the path a customer takes while interacting with a company, from researching to buying to requesting support. They help brands identify gaps in service as interactions move across departments, channels, devices, and modalities. When backed by data and acted upon, customer journey maps are an effective tool for understanding, improving, and designing exceptional customer experiences.

Current state vs. future state journey maps

You've likely heard about customer journey mapping in general, but did you know it involves two crucial phases? The current state journey map captures your customers’ experiences as they are now — highlighting the good, the bad, and the ugly of current interactions. In contrast, the future state journey map outlines the ideal customer experience you aspire to deliver. It addresses the friction points identified in the current state map and anticipates future needs, ensuring you provide exceptional service at every touchpoint.

The biggest mistake brands make

Imagine launching a major customer experience overhaul only to discover that it misses the mark because it was built on outdated assumptions. Without a future state journey map, you risk investing in solutions that address yesterday’s problems rather than tomorrow’s opportunities. In a world where customer expectations evolve rapidly, failing to plan for the future could leave you lagging behind competitors who are innovating and adapting.

A common pitfall brands face in future state journey mapping is skipping the crucial step of understanding their current state and where they’re failing customers. Instead, they rush into implementing new CX tools based on assumptions about what customers want. This approach not only risks addressing yesterday’s problems with today’s solutions but can also skew your CX plans, leading to wasted time, money, and, ultimately, customers.

To truly elevate your customer experience, you need a clear understanding of your current state and a well-defined future state journey map. This dual approach ensures that you’re not only solving existing issues but also paving the way for future opportunities and innovations.

The future state journey mapping process

Ready to redefine your customer experience? Here are four key steps to build a future state journey map that will propel your brand to new heights and ensure you’re always ahead of the competition.

1. Envision the ideal experience

To improve your brand’s CX, you must first know where it stands. Your current state journey map will help you understand the moments that matter in each customer journey, the pain points standing in the way of these moments, and solutions to help you bridge this gap. Once you have this information, then you can start dreaming up all that your customer experience could be. 

Gather ideas from external sources, including current and potential customers, and internal ones, especially frontline staff members who interact with customers, through surveys, focus groups, and conversations. It’s important to gather buy-in from both stakeholder groups to ensure the new journey is as supported as the people tasked with carrying it out. 

2. Design the path forward

Integrate the best ideas from your brainstorming sessions and the needs identified in your current state map to craft a future state journey map. This map should detail every step your customer takes across all channels, illustrating their thoughts, actions, and emotions before, during, and after each interaction with your brand. It should also define the solutions that will be implemented — from chatbots to loyalty programs — and the rationale behind each one. 

Unlike the current state map, which focuses on understanding and addressing existing pain points, the future state map should aim for a transformative experience, preemptively solving potential problems.

3. Evaluate current capabilities

Use your future state journey map as a guide to align your operational model — training, staffing, technology, and internal processes — with your new customer journey. Assess your current capabilities to identify where you can leverage existing tools and where new investments will yield the highest returns. This audit ensures that your organization is equipped to deliver the envisioned customer experience effectively.

4. Prioritize actions for impact

Even the most well-designed future state journey map is ineffective if not executed properly. Prioritize the implementation steps based on factors such as impact on the customer and employee, as well as the business and IT effort required. Your organization’s mission and values should drive these priorities. 

Given the evolving nature of CX — including shifting customer expectations, behaviors, and market conditions — approach your map implementation as an iterative process. This adaptability will help your brand stay responsive to changing needs and new opportunities.

Map your future success

Crafting a future state journey map is like setting your sights on new horizons. It’s about envisioning a customer experience that goes beyond just meeting expectations and truly transforms interactions. By outlining this path, you’re not just fixing today’s issues — you’re preparing for future opportunities and ensuring your brand keeps growing. It’s not just about where you stand now, but where you’re heading. After all, those who don’t chart their course often find themselves lost. Start mapping out your journey and navigate your brand to success.