On May 14, 2022, the Executive Director of IQRAA Hospital, alarmed by the FY 21-22 annual report revealing unexpected financial challenges despite heightened activity during the pandemic asks his deputy in operations department to identify ways to reduce the costs. Since its establishment in 2000, IQRAA Hospital had become synonymous with medical excellence, providing top-tier healthcare services with a focus on affordability to serve underprivileged communities. With the limitations on patient fee adjustments and doctor fee reductions, key dilemma in the case is how to maintaining patient experience while seeking solutions to improve operational efficiency. In the role of Jezeel Nalakanth, GM-Operations, students analyze the patient interactions and experience data, develop customer journey maps and identify solutions that improve process efficiency without jeopardizing patient experience in hospital service context. Apart from the process of mapping customer journey, understanding customer journey map as customer experience enhancement tool, the case helps understand the strategic significance of CJM in business performance improvement in services business.