Customer Journey Maps are a (typically) visual representation of the journey that a specific customer or audience segment undertakes when engaging with your brand. They examine the stages customers go through from initially becoming aware of a need, to making a decision (e.g. to make a purchase), then on to either becoming loyal or dissatisfied and ideally, to becoming brand advocates. This journey considers the full range of experiences at each stage, which helps to tell a story of a typical customer’s experience with your brand, from original research and engagement into what hopefully becomes a long-term relationship.
Typically, Customer Journey Maps are created for each key customer persona (or segment) within your target market. For this reason, it is important to understand your target market profile, the market segments within that, and typical personas for each segment, before embarking on the Customer Journey Mapping process.