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Importance of Customer Journey Map

What is Customer Journey Map?

To understand the customer experience, one should know what the customer journey map is?

Customer journey map is a visualization of an end-to-end customer experience which helps your business to make value-driven decisions based on a customer experience model of performance.

This includes:

1. A customer journey map tells the story of the customer’s experience
2. A Focal point on the selective part of the story or give a study of the entire experience.
3. It talks about the user’s feelings, motivations and questions for each of these pain points.
4. A customer journey map takes many forms but typically appears as some type of infographic.

If you Create Customer Journey Maps, what will happen?

A customer journey map is a most important task while designing. If you are creating a new product or existing product, it will help you to understand the pain point and business gain insights in order to improve the customer experience, define the customers and prospective customers.

You will get customer’s need from there journey map. It will help you to understand what questions users have and how they are feeling. It gives the overall study of the customer experience. The map will show how increased customer service can differentiate the organization’s digital experience.

For the UX designer, a customer journey map helps to analyze pain points in the customer experience. A customer journey map puts the user front and center in the methodology thinking. It shows how mobile, social media and the web have changed customer behavior. This is mainly important with digital products and services.

Research A Customer Journey Map

A way of building a customer journey map has to start with getting to know about users. Many managements already having basic information about users.

In fact, you might meet resistance from those who feel that repeating this exercise would be a waste of time. This is why gathering existing research is a good start. Often, this research will be out of date or buried in a drawer somewhere.

By gathering existing research, you will see what the organization knows and how relevant that information is. This will placate those who are resistant, while potentially saving you some research effort.

What Components Does a Journey Map Include?

Here are some elements that a team should work on as they begin the process of creating journey mapping


A persona is a copy of a type of customer. Personas answer the question, “Whom are we designing for?” and they help to align strategy and goals to specific user groups.


Any Customer journey maps include diagrams which visualize the actions, thoughts, and feelings of a person or group over time. Keeping your timeline simple is important. 


Emotion is a vital component of human decision making. How a customer feels about an experience which helps to form their story later. How a customer remembers their experience. The ups and downs of emotions will be what stays with customers.


 Having conducted interviews with customers and teams that work on touch-points to know where these pain points are.