I can't tell you how many journey maps I’ve seen and mapping tools I’ve tried, but I can tell you most of them miss four things that are immensely valuable:

Wait times
Explicitly calling out wait times — where they occur and for how long — is important, since managing them reduces the perception of effort and unnecessary stress caused by uncertainty.

Existing expectations
Few journey maps include a swim lane for expectations, even though everyone agrees that they play a pivotal role in determining our satisfaction. Asking “What is your customer expecting to happen at this point?” also forces us to visualize the journey from the customer’s perspective. Often the answer is, “We’re not sure.” A valuable insight in itself.

Expectations to set
Actively considering the expectations you should set with the customer at each stage makes a huge difference too. Often they'll only have a vague idea what to expect, so telling them gives you more control over their satisfaction. It's also cheaper than improving the service.

Errors
Listing the mistakes people could make at each point in the journey is an eye-opening exercise that's loaded with value, since error prevention reduces customer effort and stress while also lowering cost-to-serve — a 3-for-1 deal not to be passed up!

See this post on LinkedIn