Customer journey mapping is a visual story of how your customers interact with and experiences your products, processes, and services. The customer journey map illustrates the customers’ processes, goals, needs, and perceptions throughout their interaction and relationship with an organization.
The journey map allows the project team to map and analyze the customer’s journey to design customer-centered solutions. The team may find it beneficial to create a customer journey map for both the average user and the extreme user to see where potential crossover may occur in designing future solutions.
Journey maps typically identify the various touchpoints or stages in the customer journey, such as initial awareness, consideration, purchase, post-purchase, and advocacy. Then, for each stage, the journey map may include details such as the customer’s actions, touchpoints, emotions, and pain points.
However, there is no right or wrong answer in customer journey mapping – the tool is meant to facilitate a conversation and discover opportunities to design and introduce customer-centered solutions. If you and your team feel as if you are having a rich, meaningful discussion and learning more about your customer as part of that conversation, you are doing it correctly.
www.thegreendotgroup.com
www.greendotacademy.com