July 30, 2020



Journey Mapping

Each EmpowerED 3.2.1 features a brief summary of my musings about and learning from multiple disciplines as they apply to leadership in education. 


3 Big Ideas

      1. Businesses today are constantly trying to find ways to prioritize the customer experience to stay relevant in a sea of competition. While we in PK-12 public education are not often competing for our customers, we are working to maintain public support, hire and retain the best teachers, and perform at higher levels. Journey mapping can help us identify the touchpoints that we can use to  manage and make the student experience at our school positive, productive, and powerful. Customer Journey Mapping | A Step by Step Guide offers guidance in a brief video. Check it out!  Freshdesk.com posted 4 Ways Customer Journey Maps can Improve Customer Experience that I found useful and compelling. A Customer Journey Map for a Housing Association gives us a look at how a “non-business” uses journey mapping after identifying touchpoints. An an older version of Starbucks customer journey map that we coffee addicts will find interesting is  Starbucks Experience Map
      2. Empathy maps help people quickly form a picture of the target user and see where gaps in understanding might be. These can be used to quickly help form insights about learners or recognize gaps in understanding that need to be closed. There are tons of resources on empathy map development – just search “empathy maps” to find examples and templates.  Below is an application that can be used in schools.


      3. To be able to create and use touchpoints and journey maps in schools, have a clear and objective understanding of what makes your school unique. Identify each of the touchpoints that you have with stakeholders then use those to generate a journey map from initial contact to the final contact. This could be kindergarten to fifth grade in elementary, nine to twelve in high, progression in a foreign language, sports team participation, etc. Once you have done this, measuring and goal setting become easy. Creating surveys for stakeholders and using gap data can keep you and your school keep on track. I am a proponent of all things SEL (Social Emotional Learning) and think touchpoints and journey maps can be helpful tools to be strategic and deliberate about SEL.



“It’s easier to love a brand when the brand loves you back.”
– Seth Godin, marketing and business guru Seth’s Site 


“Customers don’t expect you to be perfect. They do expect you to fix things when they go wrong.”
– Donald Porter, business expert


1 Question

What do you think is more important…
what people say they will do or what they actually do?



About the Author: Marcia Baldanza is also the author of Professional Practices, a Just ASK Senior Consultant. and adjunct professor at Virginia Tech. Until recently she worked for the School District of Palm Beach County, Florida, where she was an Area Director for School Reform and Accountability; prior to that she was Director of Federal and State Programs.


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Why Didn’t I Learn This in College?
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