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The process of tracking and describing all the experiences that customers may have as they come into contact with organisations.
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The process of tracking and describing all the experiences that customers may have as they come into contact with organisations.
A customer journey map is a tool for revealing customer needs, key messages, events and emotions across time.1
It should follow a time-line of the customer’s experience, from initial promises to delivery, including crisis points known as moments of truth when the true personality of the brand is seen in action.
As well as mapping the customer’s experience of the organisation, it can also record the organisation’s own processes.
Emotions (based on customer research) are recorded on a ‘heart monitor’ chart, which identifies what’s working and what’s not.
The example below is based on a real project for a mobile phone company.2
1. HM Government/Oxford Strategic Marketing (n.d.) Customer Journey Mapping: Guide for Practitioners. Downloadable from www.behaviourchange.net
2. Robert Waller (2022) ‘Designing contracts for human readers’ in Marcelo Corrales, Helena Haapio and Mark Fenwick (eds), Research Handbook on Contract Design, Edward Elgar Publishing.