A customer journey map is a visual or graphic illustration that show the steps consumers go through when engaging with your organization. This includes a product or service, or an online or in-person experience. The narrative is told from the consumer’s point of view, and stresses the crossings of consumer expectations and business requirements.
A customer journey map can focus on a specific point in the story or provide a synopsis of the whole experience. It will, however, specify the main interactions the consumer has with the company. It highlights the consumer’s feelings, motivations and questions for all the touchpoints. Frequently, journey maps offer insight of the consumer’s main incentives, such as what they would like to accomplish, as well as their expectations.
A customer journey map most often is an infographic, but can be in any form. Regardless of how it is presented its goal is always for companies to learn about its customers.