The primary tools for customer journey mapping are analog: whiteboards, butcher paper, post-it notes and markers are sufficient. The problem with these tools is that it is difficult to evolve the map that is created. For a customer journey map to grow with the organization it is necessary to transfer it to a digital medium so it can be built on over time. Unfortunately, there are not many purpose built solutions for moving your map beyond pen and paper.
Google is making a tremendous push for companies to be present in a customers "micro-moments", the small moments where a customer either decides to buy or explores a possible buy, enabled by their mobile device. This concept is great for Google, they sell services that get companies to pay for snippets of attention at the moment when a search for product or service occurs. For companies, a near-sighted focus on micro-moments becomes a race to the bottom in terms of price, loyalty and long-term relationships.