Visit our sister website Leadent Digital for another recent blog about how to create and evaluate your customer journey map.
A customer journey map is a visual or graphical interpretation of the overall story from an individual's perspective of their relationship with an organisation, service, product or brand, over time and across the channels they utilise. The story is told from the customer's perspective, but also emphasises important intersections between user expectations and business requirements.
No two journey maps are alike, and regardless of format they will allow you to consider interactions from your customers' points of view, instead of taking a business outwards focus. They can be used in both current state review and future state visioning to examine the present, highlight pain points and uncover the most significant opportunities for building a better experience for customers.