Customer Journey Maps (CJM) enable managers and executives to see the entire customer experience from the customer’s point of view.
Customer Journey Maps depict the customer experience from the customer’s perspective. They describe the activities the customer would undertake, using words the customer might use.
Customer Journey Maps can be used to establish a common vision across a company that can be used to communicate to a variety of levels and functions, because they:
- Describe key touch points where customers interact with the company.
- Depict the customer’s emotions and experiences along the way, including the places where the customer’s journey with the company is more or less satisfying.
- Identify interactions or moments that are particularly important for the customer and the company.
MMR Strategy typically creates Customer Journey Maps with one of two perspectives.
One perspective describes the end to end customer experience. For example, a CJM might describe all the steps involved in going to the airport to take a trip by airplane. Alternatively, the map may describe a single product line or process, such as the process of security in the airport experience.
Our website has a wide range of information about Customer Journey Maps.
To see a picture of a CJM, click here.
For additional reading material on customer journey maps, click here.
If you would like to talk with us directly about Customer Journey Maps, click here.
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