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The Power of Customer Journey Mapping

  • Topic: Corporate, Customer Experience
The Power of Customer Journey Mapping report cover

More organizations are investing in customer journey mapping — and seeing measurable impact 

Customer journey mapping helps organizations understand how customers discover, evaluate, purchase, and engage with their products and services. But the organizations seeing the greatest value are using those insights to improve customer experiences, support product and marketing decisions, and drive measurable business outcomes.

This report shares findings from 400 organizations to reveal how customer journey mapping is being used, where it drives the greatest impact, and which opportunities remain underutilized.

What is in the report

  • Data on why organizations are investing in customer journey mapping and the goals driving adoption 
  • Survey-backed findings on how journey mapping impacts performance, ROI, and decision-making across functions 
  • How organizations apply journey insights to guide strategy, investment, and cross-functional decisions 
  • Analysis of where journey mapping drives the most impact—and where opportunities remain underutilized 

This report analyzes how organizations are using customer journey mapping to improve decision-making and business performance, based on a survey of 400 organizations. The findings are drawn from original research conducted and analyzed by Hanover Research, providing an evidence-based view of how journey mapping is applied in practice and where it drives the most value. 

Key insights

Many organizations underuse the highest-impact applications of journey mapping

Despite strong adoption, companies do not consistently prioritize the areas where journey insights drive the greatest business results.

Journey mapping drives impact across more than customer experience

Organizations report using journey insights to improve product development (94%), sales (91%), and marketing performance—extending value across the business

Journey mapping creates value when insights inform decisions

Nearly 9 in 10 organizations use journey insights in decision-making, showing that impact comes from integration—not just visibility.

This report is for you if

  • You need to understand where customer journey mapping has the greatest impact on business performance
  • You want to see how organizations are using journey mapping to support decision-making, strategy, and investment priorities
  • You need evidence to support investment in customer journey mapping, customer insights, or customer experience initiatives
  • You want to understand which journey mapping applications deliver the strongest results and ROI

Still Have Questions?

It is based on survey data from 400 organizations and focuses on how companies actually use customer journey mapping in practice. This allows you to compare your approach to real-world usage rather than relying on theoretical frameworks.
It shows how your current approach compares to other organizations and helps identify where journey insights may be underutilized or missing from decision-making.
It provides evidence for why organizations invest in journey mapping and where they see measurable returns, helping you assess its relevance and potential impact before committing resources.
It provides external evidence you can use to support discussions, align stakeholders, and justify how journey insights should be applied across teams and decisions.
The Power of Customer Journey Mapping report cover

See How Journey Mapping Drives Business Impact

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