It’s been two years since I originally wrote this post. See the update here.
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A customer journey map is an incredibly useful tool to understand and improve your customer experience. A great customer journey map documents your customer experience from your customer’s eyes, helping you to understand not only how customers interact with you today, but also identifies improvement opportunities.
Unfortunately, there is no standard for a customer journey map. You can build it following high-quality design principles, or use smiley faces. You can make it a work of art, or something that looks like it belongs on a napkin.
I have included an example on the right, as well as some useful links at the end of this post for those unfamiliar with a customer experience journey map. The customer journey map may go by a different name, such as customer experience map, journey map, touch point map, etc. The map provides a visual representation of how your customer uses your product or services, or how potential customers go through the shopping process.
In this post, I will detail the criteria I use to design and build a customer journey map. Read more