What a customer journey map reveals
A customer journey map unapologetically shows what’s really happening during each customers’ journey with your business.
The customer journey map identifies the broken parts of the customer journey that require urgent attention. Identifying obstacles and turning them into opportunities helps validate and quantify the ROI of fixing these problems.
At the heart of a customer journey map are customer feelings, motivations, wants and needs, that is the customer truth. By revealing these emotions and desires, the maps educate employees, helping them to empathise and to take action.
When there are multiple customer types and multiple touch-points, trying to understand the journey your customers have with your brand can be extremely complex. A customer journey map removes this complexity and illustrates it in a way that everyone in the organisation can understand, simplifying complex customer interactions across channels and departments.