What Does a Customer Journey Map Look Like?

The Customer Journey Map (CJM) pictured below is an example that represents the decision process a customer might experience when purchasing a mobile phone service plan.  



As the example shows, this Customer Journey Map organizes the customer experience into three stages, including Initial Purchase, Customer Experience, and Loyalty Decision. Each stage encompasses a series of activities. At the end of the process, the customer has a decision either to Renew or to Switch. A complete map would describe the customer experience along this journey, and might also indicate client strengths and weaknesses, customer emotions during each activity, and goals and strategies for improvements.


You can find examples of Customer Journey Maps at other websites and sources, including in this article in Harvard Business Review on mapping the customer journey.


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