VoC Myth Busting with Ian Golding
Ep 5: Does a journey map stay valid for a year?

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In this episode of VoC Myth Busting, Darren and Ian look at the belief that journey maps can sit untouched for a year or more and still reflect reality.

Ian explains why journey maps need to be dynamic, how customer behaviour changes over time, and the risks of working from outdated insights.

Here’s what we cover:

• Why journey maps need regular review
• How changes in behaviour make old maps obsolete
• Keeping journey maps as living, breathing tools
• Linking journey management to better CX outcomes

If you work in customer experience, operations or service design and want to keep your journey maps relevant and actionable, this episode offers practical ways to turn them into living tools that track with customer reality.