Glossary of Journey Mapping and Customer Experience Terms & Acronyms

I started this blog because I couldn’t find an accessible source of information about using Journey Mapping to optimize the Customer and Employee Experience.

If you google “Journey Mapping” and look at the image results, you’ll see complicated charts and diagrams like these.

This screenshot is what you see if you view Google image search results for customer journey mapping

I’m afraid that these graphs create anxiety for most people. Although Journey Mapping can be as complicated as you need it to be, you can get started with some rather simple principles.

Journey Mapping is essentially the strategic application of common sense to a customer’s (or employee’s) complete experience with your brand, product, or service.

One of my first posts was an attempt to define Customer Journey Mapping and ever since then, I’ve been trying to remove intimidation by making these principles as clear and accessible as possible.

My hope is that more teams will try their hand at this powerful tool that brings immediate, radical growth while improving their customer’s experience and their employee’s experience at the same time.

Sources for these Definitions

I created a list of the terms and acronyms that come up often in discussions about Journey Mapping and Customer Experience Management. Then I scoured the internet to find accessible definitions for each term.
Sometimes I couldn’t find a definition so I came up with my own. But most of these definitions are drawn from other sites. Links to the sources are included with every example.
The glossary below isn’t exhaustive but I hope it brings you one step closer to trying your first Journey Mapping project.

A/B Testing (Split Testing)

Definition: A/B Testing offers customers multiple versions of a website, landing page, email, social post, or digital advertisement and compares the data to test which experience customers respond best to. The variations can include images, subject line copy, headline copy, descriptive copy, calls to action, and more. The key to an effective Split Test is to limit the number of variations between options so that the results can be conclusive.

A helpful article

AOV (Average Order Value)

Definition (from Erik Larson’s post on the Apruve blog): AOV is calculated by dividing sales revenue by number of orders. One important detail to note is that the AOV value is determined using sales per order rather than sales per customer. Although one customer may make several purchases at different times, each order is divided into AOV separately.

A helpful article

Attrition Rate / Churn Rate

Definition (from Justas Markus’ blog post on Oberlo): A churn rate is a metric expressed in percentages that measures the rate at which a business is losing its customers or subscribers within a specific time period. Depending on the nature of your business, customer churn can refer to a closure of an account, cancellation of a subscription, buyer decision to shop at another store or not to renew a contract with your business.

A helpful article


Definition: Awareness is often the first stage in a Customer Journey Map. Before a company can engage with customers in a journey that leads to a sale, they first need to raise awareness of their brand to the potential customers searching for their product or service.

A helpful article

Brand Equity

Definition (from MindTools blog post): In order to build a strong brand, you must shape how customers think and feel about your product. You have to build the right type of experiences around your brand, so that customers have specific, positive thoughts, feelings, beliefs, opinions, and perceptions about it.

A helpful article

CAC (Customer Acquisition Cost)

Definition (from Gregory Capitolo’s Autopilot blog): Customer acquisition cost (CAC) is the metric companies use to calculate the spend required to win a new customer. It’s calculated by adding up your marketing and sales costs, then dividing that by the number of new customers acquired within that spending period.

A helpful article

CEM/CXM (Customer Experience Management)

Definition (from Tallyfy’s blog post): Customer Experience Management, abbreviated as CEM or CXM, describes the processes used by companies to follow and organize interactions with clients. It describes all interactions that occur throughout the customer lifecycle. The aim of applying CEM is to optimize customer experience and build customer loyalty.

A helpful article

CJM (Customer Journey Mapping)

Definition (from JourneyMappingWorks! blog): 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.

A helpful article

CLV (Customer Lifetime Value)

Definition (from Armando Roggio’s Practical Ecommerce blog post):Customer lifetime value (CLV) for ecommerce is a measurement of how much shoppers will spend in an online store for as long as those customers continue to shop at that store. CLV may be applied to a particular customer or used to estimate the value of acquiring a new customer who matches some known profile or persona.

A helpful article

Content Marketing

Definition (from Content Marketing Institute): Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.

A helpful article and book

CRM (Customer Relationship Management)

Definition (from Salesforce): Customer relationship management (CRM) is a technology for managing all your company’s relationships and interactions with customers and potential customers.

A CRM system helps companies stay connected to customers, streamline processes, and improve profitability. When people talk about CRM, they are usually referring to a CRM system, a tool that helps with contact management, sales management, productivity, and more.

A CRM solution helps you focus on your organization’s relationships with individual people – including finding new customers, winning their business, and providing support and additional services throughout the relationship.

A helpful article

CSAT (Customer Satisfaction)

Definition (From In customer relationship management, customer satisfaction (CSAT) is a measure of the degree to which a product or service meets the customer’s expectations.

A helpful article


Definition (from CloudCherry): Customer centricity means investing in customers and ensuring that everything you do is designed to fulfill their needs and desires. The importance of customer centricity lies in your company’s performance as studies show that companies that are truly customer-centric outperform their competition on a regular basis, often by a wide margin.

A helpful article

Customer Churn / Churn Rate

Definition (from Investopedia): The churn rate, also known as the rate of attrition, is the percentage of subscribers to a service who discontinue their subscriptions to that service within a given time period. For a company to expand its clientele, its growth rate, as measured by the number of new customers, must exceed its churn rate. The rate is generally expressed as a percentage.

A helpful article

CVO (Customer Value Optimization)

Definition (from Medium): Customer Value Optimization (CVO) involves developing strategies to increase the number of customers, increase the average transaction value per customer and increase the number of transactions per customer.

A helpful article

CVR (Conversion Rate)

Definition (from The conversion rate is the rate at which website visitors or potential customers take a specific desirable action. The actions desired in these conversion rates could include subscribing to newsletters, filling out forms, applying for credit cards, purchasing products or making service commitments. The conversion rate is used as a metric to quantify the effectiveness of marketing campaigns, sales, salespeople, website designs and other sales tools. The rate is calculated as the number of potential customers or site visitors divided by the number that take the desired specific action.

A helpful article

CX (Customer Experience)

Definition (from Ted Rubin): CX is all about the value that accrues as you nurture a relationship over time through connection, trust, loyalty, recommendations, and sharing

A helpful article

KPI (Key Performance Indicators)

Definition (from Bernard Marr & Co.): In simple terms, KPIs provide a way to measure how well companies, business units, projects or individuals are performing in relation to their strategic goals and objectives.

A helpful article

Lead Generation

Definition (from Lindsay Kolowich’s HubSpot blog): Lead generation is the process of attracting and converting strangers and prospects into someone who has indicated interest is you company’s product or service. Some examples of lead generators are job applications, coupons, and online content.

A helpful article


Definition (from Sophia Bernazzani’s HubSpot blog): Customer loyalty reflects a customer’s willingness to buy from or work with a brand again and again, and it’s the result of a positive customer experience, customer satisfaction, and the value of the products or services the customer gets from the transaction.

A helpful article

NPS (Net Promoter Score)

Definition (from Capterra’s blog): NPS stands for Net Promoter Score. It measures the likelihood, on a 1-10 scale, that someone will recommend your company to someone else. It’s a quick, easy, and inexpensive way to track how well your initiatives delight your customers.

A helpful article

Pain Point

Definition (from WalkMe blog): A “pain point” describes a moment in a customer’s experience that causes frustration, emotional discomfort, irritation or hassle.

A helpful article


Definition: A touchpoint is any interaction between a customer or potential customer and a company whether digital or physical. Examples include email, social media, websites, landing page, advertisements, reception, checkout, etc.

A helpful article

Usability Testing

Definition (from TestLodge): Usability Testing is an attempt to evaluate a product’s usability. In the majority of cases, the best way to do this is by having users test out your product and observing their behavior while they do so.

A helpful book

User Flow

Definition (from Optimizely): User flow is the path taken by a prototypical user on a website or app to complete a task. The user flow takes them from their entry point through a set of steps towards a successful outcome and final action, such as purchasing a product.

A helpful article

UX (User Experience)

Definition: User Experience is similar to Customer Experience except that UX is primarily concerned with the customer’s interaction with the User Interface of the website, app, or software whereas CX is much broader than just the software experience.

A helpful article

VOC (Voice of the Customer)

Definition (from Qualtrics): Voice of the Customer (VoC) is a term that describes your customer’s feedback about their experiences with and expectations for your products or services.

A helpful article

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