The Customer Journey Map is a great way to understand our customers' experience - are they happy, excited, and motivated? Or sad, confused, and unsure if purchasing our software will solve their problems. How is value and pricing communicated, delivered, documented and captured in price across the customer journey?

Customer journey maps have become a key tool in customer experience (CX) and user experience (UX) design work. They are one of the best ways to organize service designs. We recommend calling out trust as an explicit part of these maps. Trust and skill management are tightly connected. To succeed with skill management people have to trust the system, the data and, most importantly, each other.