A customer journey map visualises what it is like to be your customer from the customer’s point of view. The journey consists of the key interactions with your products and/or service along the touchpoints of your business across all channels. A customer journey map also includes customer feelings such as goals, expectations and motivations at each key interaction. All elements of a customer journey map can be customised to fit the needs of your business.

Purpose of a customer journey map

  • A customer journey map allows you to assess the current overall customer experience across all touchpoints and channels (the as-is customer journey map)
  • A customer journey map allows you to visualise the future desired customer experience across all touchpoints and channels. (the to-be customer journey map)
  • A customer journey map is a great foundational document to discuss the customer experience (and improvements needed) with internal and external stakeholders such as other departments, business units or partners. Since the map visualises the customer’s journey it is easier to communicate about key interactions so that alignment can be achieved.
  • A customer journey map allows each party responsible for (part) of the process to be held accountable. This of course only works if appropriate measurements and/or performance metrics are in place.
  • A customer journey map is a strategic tool for process improvement. In fact, most businesses work with two sets of customer journey maps: the as-is map (where the current customer journey is visualised) and the to-be map (where the future desired customer journey map is drawn up). Comparing the two versions allows for the identification of process gaps, duplications and aids in the prioritisation of areas of improvement.
  • A customer journey map is a strategic tool for product and/or improvement. In fact, most businesses work with two sets of customer journey maps: the as-is map (where the current customer journey is visualised) and the to-be map (where the future desired customer journey map is drawn up). Comparing the two versions allows for the identification of product and/or service gaps, overlaps and aids in the prioritisation of areas of improvement.