What is Customer Journey Mapping?

It can be challenging to nail down a clear definition of Customer Journey Mapping because it is used in so many unique ways. Its application varies widely by industry but, even within the same company, each team’s journey mapping project can look and function very differently.

For example, a journey map for eCommerce is very different than one for Product Marketing, Customer Service, or Brand Management.

I consulted with a few Journey Mapping colleagues and, together, we came up with this working definition:

Customer Journey Mapping Defined

Customer Journey Mapping is a visual process whereby existing touchpoints with customers are identified, analyzed, and optimized and new touchpoints are created to intentionally and incrementally move a customer to greater engagement.

That definition is accurate but it feels a little technical so instead of talking about what it is, let me explain what it does:

Customer Journey Mapping walks you through each step of your Customer Experience so you can strategically identify where the greatest opportunities for immediate, radical growth lie.

Every time we map a customer journey, obvious opportunities for growth are quickly identified. But this powerful and remarkably successful exercise doesn’t need to be complicated, expensive, or intimidating.

Next Steps

This website is dedicated to removing barriers that keep people from trying their hand at Customer Journey Mapping. I hope this definition is a good start for you as you begin your journey to understand and apply Journey Mapping to your business needs.

Here are a few articles that can help you take your next steps with your first Customer Journey Mapping project.

  1. Step 1 of Customer Journey Mapping: Build 3 Lists
  2. Free Tools for Customer Journey Mapping
  3. How to Optimize Your Transactional Emails
  4. Glossary of Journey Mapping and Customer Experience Terms & Acronyms

If I can be of any help, please reach out. I’d love to hear from you.

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