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What is a Customer Journey Map?

“Walking a mile in another man’s shoes”. Customer Journey Mapping is a document; a layout of the customer’s experience with a product, service company or brand over time and through multiple avenues. It is a way for you to see the overall effect of your product/service/company through the eyes of your customer.

Why Should You Use a Customer Journey Map?

As the providers of a product or service, we tend to see the process from our point of view only. We can be unaware of what emotions the customer is experiencing and what part of the journey is the catalyst for those feelings. Emotions are the motivating force of many actions and choices.

Customer Journey Mapping provides us with valuable insight into the customers’ emotions. This is the platform from which we can build develop improvements to enhance the customer experience, guide them through their journey and ultimately help them to achieve their goal in interacting with us or our product.

How Do We Do This?

There are various additions or modifications on how one can produce a Customer Journey Map. However the basic steps to developing an effective Customer Journey Map are as follows:

1: Identify the Persona/Point of view: There can be numerous types of users who come into contact with your product or service. The Customer Journey Map should focus on one.

2: Identify the Scenario/Goal: Choose one scenario or one goal which would cause your previously identified Persona to interact with your product/service.

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