How to map the customer journey

This article provides a best practice guide on how to map the customer journey in order to gain a better view of the ecosystem from inside the business and understand how customers experience a brand.

Jump to:Definition | Where to start | Essentials | Checklist | Case study | Further reading


A customer journey map tells the story of the customer's experience: from initial contact, through the process of engagement and into a long-term relationship. The resulting diagram, or several diagrams, depict the stages that customers go through when interacting with a company; from buying products online or in-store to accessing customer services on the phone, to airing grievances on social media.

Where to start

Customer journey maps are commonplace within many...

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