This episode recounts Denyse's negative customer experience with the Hilton hotel group, illustrating failures in their customer journey mapping.

Three key lessons are developed out of this experience:

1. The need to integrate all customer touchpoints

2. The importance of adequately addressing and resolving mistakes

3. Follow-up is necessary to ensure customer satisfaction.

In conclusion, Denyse proposes two additional improvements to customer journey mapping:

1. Incorporating customer emotions at each interaction

2. Personally experiencing the customer journey as a buyer

This discussion focuses on improving customer service and satisfaction by optimising customer journey mapping strategies.