Journey Maps: Keeping it Simple

I was listening to a description of one of a company’s customer journey maps last week. It spanned 3 legal size sheets of paper and was meticulously laid out in painstaking detail.
With the number of interaction channels and the complexity of interactions and subsequent transactions increasing each year, it is safe to say that mapping every step in every possible journey could be an arduous task and may not be necessary or prudent.
Journeys are no longer linear paths along one or two channels. Focusing on key junctures in any channel and delivering the content and experience to drive loyalty and, therefore, revenue growth and churn reduction may be the better part of valor.