Mapping the Customer Journey: Examples & Management

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  • 0:03 What Is a Customer…
  • 0:56 Developing Customer…
  • 1:57 Importance
  • 2:54 Example
  • 4:06 Lesson Summary
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Lesson Transcript
Instructor: Savannah Samoszuk

Savannah has over eight years of hotel management experience and has a master's degree in leadership.

It is important to understand everything a customer goes through when they are dealing with your company. This lesson will take a look at how to map and manage the customer journey.

What Is a Customer Journey Map?

Companies are constantly seeking feedback from their consumers and analyzing the customer service process in order to learn more about their customers. Businesses know that customers are the most important asset of a company, and it is a necessity to ensure that they review every aspect of the customer experience. A customer journey map details the story and each event that takes place when a customer interacts with an organization.

For example, Michael decides he wants to buy a new car. His customer experience starts with him researching cars online. He then stops by a dealership to test drive multiple cars. In the end he purchases a car. This has just detailed the journey Michael took as a customer. In this lesson, we'll take a look at how to map the customer journey, discuss why this process is important, and provide an example of the method.

Developing Customer Journey Maps

Every company may choose to develop their customer journey map a little differently. Some companies will have more areas to include in their customer journey map than others. The important part, however, is to make sure that your company includes all the key areas a customer would go through from start to finish when interacting with your company.

The first part of a customer journey map is when the consumer becomes aware of the product or service. Buyers may find it online, through email, by word of mouth, or through another channel. Next, the customer might start a query with the company either through a phone call, an in-person visit, or through the Internet. At this point, the customer has interaction with your company's sales department. Then, the customer will purchase the product or service. After the purchase is made, the journey continues. The customer may need support or may need to have the product serviced. The customer may also have a complaint about the product or service. Lastly, the customer may choose to upgrade the product or service or renew if it is a subscription.


So why should companies spend the time mapping the customer journey? In order to understand the perspective of customers, the company needs to look at the entire process a buyer goes through before, during, and after the purchase. Analyzing this process can help to improve both the customer service and the customer experience. It can also help the company understand the customer's motivation. For example, if the customer journey continually ends at the query stage, then the company can look into their product and service to determine why this happened.

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