Uncovering Real Insights: The Transformative Power of Journey Maps

Let’s start with a bold statement: Most so-called “insights” aren’t insights at all.

The term has become a buzzword, thrown around so casually in meetings and reports that its true meaning—and immense value—often gets lost. Insights are not just data points, findings, or trends. They’re the result of creative synthesis: an intersection of facts, observations, and intuition that uncovers a deeper truth about your customers. Real insights transform understanding into action, unlocking new opportunities for growth and innovation. Let’s dive into what makes a true insight and how it can elevate your customer journey mapping (CJM) and business strategy.

The Overuse (and Misuse) of “Insight”

Today, nearly every data point gets labelled an insight. Found a drop-off in user activity after sign-up? Someone might call it an insight. Discovered that most users prefer mobile over desktop? Another “insight.” But these are merely observations—important, yes, but not transformative.

An insight, by contrast, explains why these patterns exist and how you can leverage them. It’s a nuanced understanding of behaviour, motivation, or context that connects the dots in a new way, leading to fresh strategies or innovations.

The Stats on “Insights” in Business

According to research, only 34% of organisations claim they use insights effectively to drive decision-making, despite 76% collecting significant amounts of data. This discrepancy highlights the challenge of converting raw information into actionable insights.

From Data to Insight: The Journey

Here’s where customer journey mapping plays a crucial role. CJM helps to structure your research, guiding you through stages of data collection and synthesis to uncover true insights. Let’s take an example:

A Hotel’s “Home Away from Home” Discovery

Imagine a hotel conducting surveys with business travellers. One finding stands out: most guests mention wanting “super soft bedding.” At first glance, this appears to be a clear takeaway—invest in softer beds. But when the hotel team integrates other data—like interview insights about guests’ feelings of isolation and homesickness—they realise the real desire isn’t about beds but about creating a “home away from home.”

Armed with this insight, the hotel doesn’t just improve its bedding but revamps the entire experience: adding personalised touches, family-style dining options, and cosy decor. The result? Increased loyalty and higher satisfaction scores.

Why Insights Matter for Every Team

A genuine insight is a powerful tool—not just for CX and UX professionals but for marketing, CRM, and product teams. Here’s why:

1. Customer Experience: Insights help prioritise moments that matter, which can significantly influence loyalty and satisfaction. (Learn how to identify and optimise these moments in my article, Focusing on Moments That Matter in Your Customer Journey.)

2. Marketing: With insights, campaigns resonate more deeply by addressing emotional drivers.

3. CRM: Personalised communication becomes intuitive, reflecting not just what customers do, but why.

4. Product Innovation: Insights can steer product roadmaps, enabling teams to meet needs customers may not even articulate.

Case Study: Coca-Cola’s “Happiness” Campaign

Coca-Cola’s global “Share a Coke” campaign provides a perfect example of an insight in action. The company noticed a decline in youth engagement. Their analysis showed that younger generations valued personalisation and community. Instead of focusing on general advertising, Coca-Cola launched a campaign featuring names on bottles, inviting customers to “share a Coke” with loved ones. The campaign tapped into the deeper human truth of connection and belonging, resulting in a 7% rise in sales in key markets.

Journey Mapping’s Role in Insight Discovery

Customer journey maps serve as a structured framework to uncover insights. They guide teams through these essential steps:

1. Gather Diverse Data:

   • Quantitative: Website analytics, conversion rates, and sales trends.

   • Qualitative: Interviews, focus groups, and reviews.

   For instance, you might learn that users frequently search for “affordable options” on your site but abandon their carts when additional fees are revealed.

2. Layer Data to Spot Patterns: Use CJM to combine metrics with emotional and behavioural data. A swimlane for emotional states might reveal frustration spikes during checkout, pointing to hidden barriers.

3. Synthesise Findings into Insights: Take a step back and ask, “What is the deeper need or motivation driving these behaviours?” For example, is cart abandonment just about price, or does it reflect a lack of transparency?

Tips for Unlocking Real Insights

1. Ask the Right Questions: Avoid surface-level inquiries like, “What do customers want?” Instead, ask, “Why do customers feel this way? What unmet needs might they have?”

2. Combine Data Sources: Insights often emerge from the interplay of multiple findings. Surveys might indicate what’s wrong, while interviews reveal why.

3. Involve Cross-Functional Teams: Collaboration between CX, marketing, and product teams ensures a holistic understanding of data.

4. Validate Your Insights: Test your hypothesis. If an insight is truly transformative, it will hold up across different customer segments and contexts.

Transforming Insights into Action

Once you’ve identified an insight, use it to reshape your customer journey and strategy. Here’s how:

• Customer Journey Mapping: Update your map to reflect the insight and the changes needed. This ensures alignment across teams.

• Prototype and Test: Implement small-scale changes based on the insight, like A/B testing a simplified checkout process.

• Monitor Impact: Measure the effect of your actions on key metrics like NPS, conversion rates, or churn.

Conclusion: Insights Are Rare, But They’re Worth the Effort

In a world flooded with data, genuine insights remain rare gems. They demand more than just observation—they require thoughtful analysis, creativity, and a deep understanding of your customers. But when you uncover a true insight, it’s transformative, unlocking new pathways for innovation and growth.

By incorporating customer journey mapping into your process, you’ll not only discover these insights but also ensure they translate into real-world impact. And that’s the difference between simply knowing your customers and truly understanding them.