Customer Journey Map
journey map, sometimes referred to as a customer experience map,
is a visual representation of the path a customer takes when interacting with
a company. An important goal of creating a customer journey map is to provide
all interested stake holders with clear information about how customers are
moving through the sales funnel and identify where there are
communication gaps and missed opportunities.
Business-to-business (B2B) journey maps typically begin with a prospective customer first hearing about a product. The prospect is tracked through the inquiry and comparison stages and followed through the purchase and installation stages. A detailed map may also show the customer accessing post-purchase support services, airing grievances or recommending the product on social media websites and hopefully, becoming a repeat customer.
To accurately reflect the path a customer takes, the map must be data-driven, yet visually represent a variety of subjective dimensions, including customer sentiment. There's no set protocol for designing a customer journey map, but the most effective maps are visually appealing, comprehensive and easily understood. There are a number of ready-to-use software tools that can help with mapping, including Salesforce Journey Builder, Smaply, Touchpoint and Canvanizer.
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