Customer Journey Mapping
Outline a customer's interactions with an enterprise to understand and improve their overall experience.
Author: Eero Hosiaisluoma
Stage: This is a stub – if you would like to contribute and expand it please get in touch.
Phase: Focus | Explore | Co-Create | Invest | Realise | Sustain | All
Scope: Architecture | Identity | Experience | Enterprise
Flight level: Operations | Coordination | Strategy
Short description:
Customer Journey Mapping is the process of creating a visual representation of the end-to-end journey that a customer experiences when interacting with a product(s) or service(s) of an enterprise. It outlines the customer’s interactions across various touchpoints, channels, and stages, capturing their emotions, pain points, and expectations at each step.
Why and when to use:
Customer journey mapping serves as a bridge between the customer-centric perspective and the enterprise's internal operations, structures, and technological systems. By fostering a deeper connection between customer needs and enterprise operations, customer journey mapping becomes an essential tool for improving customer satisfaction and long-term business success. In practice, customer journey mapping involves creating a visual representation (often a flowchart, diagram, or map) of the customer journey, highlighting key touchpoints, emotions, pain points, and backstage processes that influence the experience.
On the journey, and for the tasks, customers use products and/or services provided by the enterprise. Products and/or services are "what an enterprise makes, offers and delivers for people's benefit." A customer journey visualisation can be enriched with the services and/or products that serve the tasks, as shown in the figure below.
Customer journey mapping is the process of visually outlining a customer's interactions with |
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