Expert roundtable: How to begin customer journey mapping and optimization the right way
Mapping a customer's journey is all about progress over perfection, especially for businesses today. They operate in a landscape increasingly shaped by fragmented behaviors, shifting expectations, and non-linear paths to conversion. Yet despite the complexity, organizations that invest in understanding customer journeys gain a decisive advantage in engagement, loyalty, and growth.
We asked marketing and strategy leaders from across the industry: What advice would you offer to organizations beginning their journey in customer journey mapping and optimization?
Here’s what they had to say, and how Xperience by Kentico helps bring their customer journey mapping strategies to life.
Start small but think strategically
“I'm a big believer in the crawl, walk, run approach. Don't try and do it all out of the gate. Pick a small, straight forward use case and define a simple journey with a few touch points. Let it run for a few weeks and then evaluate, adjust, and try again. ”
“My advice is to start simple but think holistically. Start by grounding your customer journey mapping into real user data. Analytics, heatmaps, and feedback reveal how people actually interact with your brand across channels. Focus on key moments that impact conversion and satisfaction, especially on your website, which is often the hub of the digital experience.”
“Leave your assumptions at the door when designing new customer journeys and take the time and effort to really dive into creating stellar buyer personas. Then base your journeys on how to help them solve their challenges, find what they need and provide actual added value.”
Instead of building a complex, multi-stage journey from the start, the experts recommend starting with a manageable use case, such as a lead form or nurture emails, and building from there. Creating a strong foundation—complete with in-depth buyer personas and cross-team collaboration—makes it easier to start measuring impact right away.
Marketers using Xperience by Kentico start with a solid foundation, powerful automation and personalization features that help scale customer journeys with ease.
Design for real behavior, not idealized ones
“The real goal of the modern journey map is to understand intent and to remove barriers in their experience. Mapping touchpoints of your personas is still a really great way to scrutinize gaps or triggers that may hinder or help your customers from achieving their online goals. ”
“Don’t get caught up in trying to map a perfect, linear experience—because that’s just not how customers behave today. I often say a customer journey is less like a smooth path or even a squiggly line—it’s more like a pinball machine. Customers bounce rapidly between channels, devices, and touch points, influenced by countless variables along the way.”
Customers don’t follow the script. They switch devices, revisit pages, and take action when they feel like it, not when we expect them to. Journey mapping must reflect that fluidity. Xperience by Kentico handles this by tracking user behavior across devices and channels; enabling you to see drop-off points and optimize with data-backed decisions.
Build from real data and real people
“Use real data like interviews, site analytics, or support feedback to understand how people are really interacting with your brand. Keep the process simple at first and look for key moments that matter, places where small improvements can have a big impact. It helps to bring in folks from different teams to get a fuller picture. And most importantly, use the map as a tool to guide decisions, whether it’s UX updates, content changes, or process improvements. Let it be something useful, not just a diagram that sits on a slide.”
“Complement analytics with qualitative inputs—quick surveys, informal interviews, or even customer support feedback can uncover pain points. You don’t need a large research budget to learn from real customers. Combining data and empathy leads to smarter, more impactful optimizations.”
“Forget what you think you know about your customers. Bring in fresh eyes to challenge assumptions. Build data-backed profiles using trusted sources to ensure your decisions reflect the real needs and behaviors of your audience.”
“Using customer journey mapping to improve your online experiences requires a highly detailed level of understanding of the wants and needs of your visitors and an open mind when investigating your current delivery. Honest and surprising feedback is most often provided by user testing based on predefined scenarios. You will be surprised by the difference in results between what you think is obvious and crystal clear and how visitors actually navigate your website.”
Effective mapping blends quantitative insights with qualitative empathy. Start by analyzing existing performance data, then validate assumptions through user feedback and internal team insights.
This dual approach is reflected in our blog on customer journey mapping, which outlines best practices for combining data and user-centered design.
Define goals, then streamline toward them
“Start from the end: define the goal or conversion you want to achieve. Then outline the steps, always keeping the path as short and frictionless as possible.”
“It helps to consider including different types of touchpoints that may make for a less direct path to conversion but are still relevant to ultimate decision making.”
Whether your goal is lead generation, account sign-up, or content engagement, journey design should reduce friction and keep users moving. For example, calls to action must be clear, measurable, and strategically placed across relevant content. Customer journey mapping can help you understand their most effective placement across your site. This is just one of many ways mapping can help you meet your lead generation targets— by aligning content and UX decisions with real user behavior data to guide visitors toward conversion more effectively.
Expect and embrace evolution
“Treat journey mapping as an iterative process. Regularly test, optimize, and refine.”
The best journey maps evolve. As user expectations shift, business goals change, and technology advances, your map should adapt. Features like A/B testing, campaign performance insights, and dynamic content updates help ensure your journey map evolves with your audience; also making it easier to adjust and continuously strengthen your digital maturity.
Final thought: make it actionable
“Use the map as a tool to guide decisions, whether it’s UX updates, content changes, or process improvements. Let it be something useful, not just a diagram that sits on a slide.”
Journey maps shouldn't be static assets. They should drive better marketing, smarter content, and improved user experiences. With Xperience by Kentico, your maps don’t just visualize the customer’s path; they fuel it with automation, personalization, and continuous insight.
Ready to map better journeys?
Whether you're optimizing a lead funnel or scaling omnichannel experiences, Xperience by Kentico provides everything you need to design, deliver, and refine meaningful customer journeys without the guesswork.
Explore our full guide to customer journeys and download our free ebook, Simplify your life, to learn how to improve your connection to customers with Xperience by Kentico’s built-in digital marketing tools.
