Customer Journey Mapping is a mental model that visualizes and structures the process, from the first contact to a long-term relationship, of a customer's interaction with a product or service.
In applying the customer journey mapping, we visually outline the steps or interactions a customer goes through when engaging with a company or brand. For example, in a typical retail situation, the process might start from the customer recognizing the need for a product, to researching different options, to making a purchase, and post-purchase interactions. Each step is a potential opportunity for the brand to make an impression or influence the customer's decision. Building this map allows brands to identify potential pitfalls, improve customer service, and tie closer to their customers' needs and experiences.
The purpose of a journey map is to illustrate the customer’s processes, needs, and perceptions throughout their interaction with your company - Megan Grocki
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