Customer journey mapping is the process of creating a visual
representation of the customer journey. A journey map takes a customer’s
needs, processes, and perceptions through the entirety of their
interaction with an organization, and then diagrams that journey into a
visual map. The more touch points a customer has along their way, the
more complex the journey map becomes. What the customer encounters and
feels as they progress between touchpoints on this journey forms the
overall customer experience. Customer journey mapping can shorten and
personalize the journey, resulting in a more positive experience.
A detailed customer journey map allows you to identify:
To do this, the customer journey focuses on accessing four different factors:
- What is the customer doing/how is the customer behaving?
- What is
the customer feeling?
- What/whom is the customer interacting with?
- What behind-the-scenes processes need to be taking place?