Customer Journey Mapping
- ecmadore2
- Aug 14
- 2 min read
Excerpts
“What is customer journey mapping?
A customer journey map (sometimes called a user journey map or UX map) is a visualization of a customer’s experience with your brand, from awareness to purchase and beyond.
Customer journey maps (CJMs) typically include touch points, customer sentiments, pain points, and actions, plotted in sequential order. The goal isn’t just to create a timeline—it’s to encourage empathy and help designers and stakeholders understand how their customers’ needs and feelings fluctuate over the course of their journey. With this shared understanding, teams can better identify opportunities for innovation and improvement.
The anatomy of a customer journey map
Customer journey maps are made up of several core components:
Touch points: Every interaction a consumer has with your brand throughout their customer journey.
Customer sentiments: The emotions associated with the user’s experience of what they felt and ‘why’ at each stage, touchpoint or interaction in the customer journey.
Pain points: A pain point can be an issue at the interaction level, the journey level, and the relationship level.
Actions: the steps that a person goes through in order to accomplish a goal.
Insights: Opportunities, internal ownership, and metrics. The insights section helps make customer journey maps actionable.
So what makes a “good” customer journey map?
According to a journey mapping survey by NN/g,
“Journey maps are successful when everyone from top to bottom, from product to sales via marketing, contributes and therefore feels involved. Involving others helps to create buy-in and ensure that the findings are known and understood by many people.”
17 Customer journey mapping examples by type
No two customer journeys are the same. You already know that, but it bears repeating.
To help you find the right format for your customer journey map, we’ve rounded up some of the best customer journey map examples for different use cases. Keep scrolling for top-notch examples of:
Current state customer journey maps
Future state customer journey maps
Day in the life customer journey maps
Service blueprints
Circular customer journey maps
Other types of UX maps”
NOTE TO READER. Click on the link to read the article and review the 17 examples.
TIP: Read Module 1 and Modules 7 & 8 of the Practitioner Guide for material related to the customer journey.