Customer journey mapping is a comprehensive process of identifying and documenting the steps that a customer takes in their interactions with an organization. This process involves visualizing the touchpoints between the customer and stakeholders within the company and analyzing how each interaction affects the customer’s experience. It can also provide invaluable insights on how the product or service offered by the company is being utilized or interacted with by customers.
The purpose of customer journey mapping is to gain a fuller understanding of what drives customers, from their first contact with a company to their last—and everything in between. By mapping out each step, organizations are better able to identify opportunities for improvement, whether it’s by streamlining processes, evaluating customer service levels, or encouraging engagement across multiple channels. Customer journey maps can also be used to determine where customers are likely to interact (or not) with products and services throughout all stages in the purchase cycle, enabling companies to target them more effectively with marketing efforts.
