A customer journey map is a very simple idea: a diagram that illustrates the steps your customer(s) go through in engaging with your company, whether it be a product, an online experience, retail experience, or a service, or any combination.
The more touchpoints you have, the more complicated — but necessary — such a map becomes. Sometimes customer journey maps are “cradle to grave,” looking at the entire arc of engagement.
Here, for example, is a customer journey timeline that includes first engaging with a customer (perhaps with advertising or in a store), buying the product or service, using it, sharing about the experience with others (in person or online), and then finishing the journey by upgrading, replacing, or choosing a competitor (re-starting the journey with another company):At other times, journey maps are used to look at very specific customer-company interactions.
By way of example, let’s look at a customer journey that doesn’t work well: home theater.Anyone who has attempted to research, buy, set up, and use a home theater system knows that this is one of the most frustratingly complicated customer experiences in the consumer electronics realm. It makes buying a car seem trivially easy.
My point of view: although from a pre-digital-era and associated examples, a very fine text dealing with the relevance of the concepts.