Customer satisfaction can be measured across the consumer journey, each point being evaluated and rated by customers on how satisfied they are at that specific point in time. However, with the consumer journey becoming so intricate and interconnected through numerous channels, looking at these individual points in isolation is no longer accurate and can be deceiving. Hence, marketers should go beyond traditional metrics to determine and understand customer experience within the context of consumer journey. We shared insights from our journey mapping studies as we see tremendous value when understanding customer experience from this perspective.