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 organisation, 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 personalise 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?