Customer Journey Map

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The Customer Journey Map is visual storytelling of all the company’s events with its services, brands, and products. By creating it, the company can touch the consumer’s heart and know what is missing, what is right, and where to improve the customer’s lifecycle.

The company can also share its customer’s experiences with all touchpoints. The planning team applies a customer journey map to understand how the client sense satisfies client expectations and recognize regions where the plan requires development.

Customer Journey Map

A customer journey map represents what a person experiences as they go through a process or attempt to complete a task. It represents people’s behavior, thoughts, questions, emotions, and changes at each stage.

The Customer Journey Map is a common artifact for the Customer Experience (CX) and User Experience (UX) teams, used to guide the design of better products, processes, and digital experiences. The Customer Journey Map (CJM) visualizes how customers interact and experience websites, products, and businesses with multiple touchpoints. It helps product managers better understand their customers and identify pain points they encounter by visualizing their behavior, thoughts, and emotions.

How Does the Customer Journey Map Help?

If the CJM is done correctly, the following effects are possible:

  • Optimize channels to improve customer engagement
  • Identify and optimize moments of truth in CX.
  • Eliminate inefficient touchpoints
  • From a company-centric perspective to a customer-centric perspective
  • Destroy silos between divisions and close gaps between divisions.
  • To execute a marketing campaign suitable for a specific customer persona.
  • Understand why existing quantitative data is unnatural.
  • Increase employee accountability by assigning ownership of various customer contacts.
  • It will be possible to assess the ROI of future UX/CX investments.

Customer Journey Map Design

No suitable or wrong solutions exist for how a company creates a CJM. However, before it begins, start mapping to the customer persona it chooses and considers which journey or stage makes the most sense to measure.

Create Customer Persona

A customer persona is a fictitious person representing an average customer based on user and market research. Imagine the persona’s age, function, and personal goals.

Determining Measurement Items

Next, the product manager needs to decide what he wants to measure and what goals he wants to achieve.

For example, the product team may want to review his current customer success process or delve deeper into a prospect’s experience through a sales timeline. Whatever company choice, the CJM is customizable and needs to evolve to meet its business needs.

How Does the Company Optimize Its Customer Journey Map?

Mapping several diverse customer journeys upon many buyer personas is a very time-consuming assignment. Once the product team has created a map, it needs a way to deliver a personalized Omnichannel customer experience based on the map.

So if the product team is serious about creating a map, they need to invest in software that can save them the hassle. The CJM creation tool is typically included with marketing automation software. Companies can quickly create customized customer journeys and automate marketing actions using any software. It will take company marketing automation efforts to the next level.


The first thing a company needs to do to create a map is select the journey it wants to represent. It depends on the company’s organization, goals, and customers. The company has to choose a journey to share goals between the team and customers. The next step is to do research and gather insights. The most effective way is to talk to the user.

Customer Journey Map
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