Customer Journey Map

A diagram that shows visually the stages a customer goes through when using your product, from the trigger, need or pain point that motivates them to begin using your product, through the actual use all the way through to resolution and the achievement of their goal.

You may be perplexed as to why a customer spends so much time checking X feature, or why it takes your customer multiple steps to get from point A to point B when it should only take one. That’s where customer journey maps come to the rescue by helping you map out, understand and optimize the customer experience.

Customer Journey Map 101 

A customer journey map (CJM) is a diagram that shows visually the stages a customer goes through when using your product. From the trigger, need, or pain point that motivates them to begin using your product, through the actual use through to resolution and the achievement of their goal.

A CJM also works to frame the experience around your customer’s experience and helps you develop empathy with your audience.

Objectives of a Customer Journey Map

A CJM furthers organizational evolution towards customer-centric thinking in one of two ways: It helps to identify different areas of opportunity

  • It helps to identify different areas of opportunity
  • It efficiently distributes key customer insights

2 Main Elements of a Customer Journey Map

  • Front stage: what the customer sees
  • Back stage: what is happening in the company to make the front stage possible

Step by Step

Here are a few important steps to take before making your customer journey map:

  • Stage: Decide whether you are mapping the current state of a user or a target aspirational state that you would like them to reach.
  • Actor: Define the main actor in your map. Is it a customer, employee, stakeholder? It may be multiple, especially if you have a marketplace.
  • Timeframe: Define the timeframe; is it over the course of a month, a week, a year?
  • Depth: Define the perspective and level of depth.
  • Touchpoint: A point of interaction with any agent or aspect of an organization.
  • Channel: A medium of interaction with customers or users.

TERM IN ACTION

“When we reviewed the customer journey map, we saw that our customers were leaving our smoothie app at the checkout stage.” 

MORE RESOURCES

Customer or User Journey Map by Harry Brignull
A simple user journey map framework. Source: Harry Brignull.

“Product Mindset: How to Get Inside Your Customer’s Mind”