Which two statements about customer journey mapping are true? (Choose two.)

Question

Options

• AIt helps you to identify how to re-engineer existing business processes to support the target state
• BIt helps you to identify the customer organization model.
• CIt describes the business value chain.
• Dit helps you to identify the required new business processes and capabilities to support the target
• EIt provides all the details necessary for a cost breakdown regarding the customer project

• A
  89% (16)
• B
  6% (1)
• E
  6% (1)

Explanation

Customer journey mapping is a strategic tool that visualizes the end-to-end experience a customer has with a product or service, making it ideal for identifying gaps between current and target states. A is correct because mapping the current journey reveals friction points where existing business processes need re-engineering to reach the desired future state. D is correct because the exercise naturally surfaces what new processes and capabilities must be built to deliver the target customer experience.

Why the distractors fail:

• B is wrong - journey mapping focuses on the customer's experience, not the internal organizational structure of the customer's company.
• C is wrong - a business value chain describes internal activities that create product value (Porter's model); journey mapping describes the customer's perspective, not internal value-creation steps.
• E is wrong - journey maps are qualitative and experiential tools; they do not provide financial cost breakdowns for projects.

Memory tip: Think of journey mapping as answering two questions: "What's broken today?" (→ re-engineer existing processes, A) and "What's missing for tomorrow?" (→ new processes and capabilities, D). Everything else - org charts, value chains, cost estimates - lives in different toolboxes.

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