A customer journey map does one thing: It turns your internal focus and puts the attention on how customers interact with your products, services and employees. Some call it “understanding the moments of truth,” others call it optimizing customer interactions.” No matter how you define a customer journey map, it is a process of pointing your marketing directly at the journey customers travel as they move toward and interact with your organization (or your competitors).
A journey map is a visual representation. A good journey map reveals every touchpoint and every experience your customers have with your organization over time, through channels and employee touchpoints. It is your customer story. The more you study your customer, the more you’ll find the journey is not linear. It is complex and has many stops and starts.
Plotting all your touchpoints along the customer landscape also allows you to benchmark against your brand promise. It’s a way to help build internal consensus on how each touchpoint builds brand and customer experience (or how people should be treated at each step). It’s the one place where all channels are identified and maximized for improved experience and communications.
The final stage of a journey map is an analysis tool and a way to carry out “what if” scenarios to help build your business for the future.