A Customer Journey Map is used to better understand the entire customer experience and to highlight areas where improvements are needed, thereby helping your organisation to become more customer centric.

What is a Customer Journey Map?

A customer’s life with a brand or company is a journey. It will be different from company to company but in the main it will have a number of similar milestones. At the beginning of the journey potential customers will build an awareness of the company, sometimes by recommendation, sometimes by seeing a promotion. Thereafter, their interest will hopefully be piqued, and a buying relationship will be developed. This could carry on for many years, influenced by different experiences, conveyed by the product and supporting services.

Every customer journey is different and the starting point is to map it out (at least map a typical journey), first with the spine (the main milestones of the journey) and also with the detailed elements. This is best displayed as a graphic.

Customer Journey Map

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Why the customer journey is important

A customer journey map not only describes the different ways in which a customer interacts with a company, it also provides the opportunity to explore what is important to customers, and where on the journey the company performs well and badly. It allows a company to recognize “moments of truth” which can make or break the relationship with the customer.

How to use a customer journey map

A customer journey map is best developed in workshop mode by staff who are customer facing.

  1. The first task is to decide what should be included on the spine of the journey – the headlines for the major events.
  2. List all the touch points that exist at each part of the spine.
  3. Categorise the importance of each of the touch points.
  4. Identify the pain points for customers on each of the touch points.

The customer journey map becomes a template for identifying where and how the customer experience can be improved. It needs verifying by voice of the customer research.

The map can also indicate the subjects that should be explored and tracked in customer satisfaction surveys.