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Definition

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 businesses. Agencies and consultancies often use customer journey maps to focus on the customer experience and to break down silos within internal teams by uniting them around the customer.