What is customer journey mapping?

Customer journey mapping is the process of creating a visual map which displays the steps, stages and touch points of how a customer interacts with your brand, product or service.

This can be anything from discovery, evaluation ,buying and advocacy.

customer journey mapping

How is a customer journey map helpful?

A well developed customer journey map enables you to understand what your customer is doing at each stage of their interaction. By mapping each process you can see what they are doing, why they are doing it and how they feel about the experience.

With this understanding businesses can identify opportunities for improvement and seek to optimise and innovate their customer;s experience to assist in achieving their business objectives.

Customer journey mapping is not just limited to the purchasing of a product or service. It can be used as an effective strategic tool to improve many aspects of a business. For example further mapping to understand the customer experience in the use of a product after purchase could reveal what would make the customer talk about, share and recommend a product to others.

If you would like to find out more about customer journey mapping why not get in touch with one our specialists?

This post was written by Christopher Horne on August 15th, 2013 in CEM, The Customer

Download PDF  Save as PDF  Print

  • Christopher Horne

    Market research expert with 30 Years Experience in European & Global Roles, helping clients transform their business by turning their marketing outside-in.