A question I get asked a lot is, “What exactly is a customer journey map?” Considering that my official title is Mapper-In-Chief, it seems like I would have a short, clean answer ready and waiting. Or at least a short overview, with the caveat, but there’s more to it than that. In reality, though, I only have the caveat, and not the actual answer—because there is, in fact, more to it than that.
A journey map can mean a lot of different things. Despite the word “map” in its name, a journey map doesn’t have a set design or layout—in fact, design plays a critical role in creating the map. Because what it’s mapping is the customer and their emotional journey—a highly individual process, and one that defies a set template. It is the customer’s needs that drive the action of the map, and therefore by nature each journey map is an individualized diagram of a customer’s interaction with your company.