When to create customer journey maps

Timing your journey mapping effort correctly maximizes its impact. They deliver the most value when you have a specific problem to solve, not as a theoretical exercise. For example, create them when customer satisfaction drops, but you can't pinpoint why; the visualization often reveals hidden friction points causing frustration.

You can create journey maps when launching new products to anticipate user needs before costly development begins. Journey mapping proves essential during digital transformations or service redesigns. Before overhauling systems, understand current experiences to avoid breaking what works. Maps also help when entering new markets or serving new customer segments, revealing different needs and expectations.

Don't wait for perfect conditions. If teams disagree about customer priorities, if support tickets show recurring themes, or if competitors are winning customers, it's time to map. The best moment is often when stakeholders say "I think customers want..." because journey maps replace assumptions with evidence.