What is customer journey mapping?
Customer journey mapping is the process of creating a visualisation of every interaction a customer has with a product, service, or brand. It’s a common method that organisations use to see their business from the customer’s perspective.
To create a customer journey map, all potential touchpoints between a business and its customers and prospects are mapped out. These can range from online channels such as social media, website, or a display ad, to various offline channels such as stores, a print mailing or a friend’s recommendation. User journeys that croatia phone number connect the different touchpoints in the order a customer is likely to experience them during its entire lifecycle are created – from initial awareness to pre-purchase activities, purchase, and post-purchase stages. A common practice is to create different journeys for different persona types.
Customer journey mapping is considered as a standard practice and a great starting point to better understand how customers interact with an organisation and move between touchpoints. It’s very useful for internal communications to align employees in becoming a more customer-centric organisation. However, it doesn’t provide the full picture of the actual customer journey due to a variety of reasons:
Representative view
Even if journeys of different persona types are mapped out, these present only a small, representative fragment of the actual journeys taking place. It’s important to acknowledge that each customer’s journey is unique. If you have thousands or even millions of customers, this means thousands and millions of different journeys.