What is a Customer Journey Map?

A Customer Journey Map is a visual representation that outlines the stages a customer goes through during their interaction with a product or service. It captures the various touchpoints and experiences a customer encounters, providing insights into their emotions and needs throughout the journey.

When to use a Customer Journey Map?

Customer Journey Maps are useful when organizations need to understand and empathize with their customers. They are particularly beneficial during the user research phase, product development, and when identifying pain points or opportunities for improvement in the customer experience.

When not to use a Customer Journey Map?

While Customer Journey Maps are valuable, they may not be necessary in situations where the customer experience is straightforward or when there is limited customer interaction. If the customer journey is well understood and documented, creating a map may not add significant value.

What is the anatomy of a Customer Journey Map?

The anatomy of a Customer Journey Map typically includes key components such as stages of the journey, customer touchpoints, emotional highs and lows, and opportunities for engagement. It may also feature personas representing different customer segments to better illustrate varying experiences.