What is a customer journey map?

Customer journey maps are a visualization of the customer experience from start to finish. They can demonstrate either cyclical or linear routes.

Every organization will have different examples of a customer journey map. To design the best customer journey map for your clientele, it’s vital to start from the customer’s perspective. Your team’s knowledge of your customer base will prove highly valuable in this exercise, shaping the journey map from the initial research phase, all the way through the point of purchase.

Once your customer journey map has been created and shared, your team can focus on particular customer needs during different stages of the buying process. It also can help to demonstrate the gaps between your company’s desired customer experience and the experiences it’s actually delivering.