Customer journey maps are tools that are used to highlight the customer’s experience starting with first contact, to engagement, continuing to an ongoing relationship. Customer journey maps can center on part of the customer experience or all of it. They identify important interactions the customer has with the company and discusses the user’s feelings, motivations and questions for all of the touchpoints. Customer journey maps generally offer a greater sense of the customer’s motivation.
Customer journey maps provide countless benefits. They can help organizations better understand the context of users, provide a clearer idea of where the users have come from and what they aim to achieve. Customer journey maps also help managers understand how customers advance through the sales funnel, therefore helping to create a better experience.
Most importantly customer journey maps place the users in the forefront of the organization’s thinking. They also show how customer behavior has changed. Customer journey maps motivate individuals in the company to take into account the customers’ thoughts, questions and needs.