Customer journey

Get new customers and keep existing customers!

In today's competitive struggle, it is not enough to compete only with the products and services you supply to your customers. Let's look at the delivery of services and products through the eyes of the customer, what experience he has on his journey from knowing his need to fulfilling it, what are his experiences and what are his emotions. Customer journey maps (CJM) is the easiest and most powerful tools you can use to empathize with your customers. The purpose of customer journey mapping is to understand what customers go through and improve the quality of your customer experience, ensuring consistency and a seamless experience at all touchpoints and across all channels.

Benefits of customer journey mapping

The goal of the CJM in organization is to create the current state map for product / service. These maps articulate the actions, thoughts, and emotions your customers experience while interacting with your brand.

  • Overal view

    It will provide you with a bird's eye view of the customer's entire journey.

  • Encourage team work

    You will be able to join teams to solve specific obstacles of customers on their way, which have the greatest impact on them and thus the impact on your organization.

  • Gain customer loyalty

    Build customer loyalty by minimizing negative customer experiences.

  • Understand the customer's point of view

    You will understand the customer's journey on a specific channel and find out what needs to be improved.

  • Get the opportunity to regain customers

    Understanding the required customer metrics will give you the opportunity to gain customers.

  • Focus on important changes

    Allow your organization to focus on activities within the customer experience.

  • Reveal gaps

    Reveal gaps between different channels and departments.



It is important to understand stakeholder value, which requires exploring the functional, social, and emotional dimensions that explain why stakeholders make certain choices, in order to understand why stakeholders, need certain products and services.


First, start by identifying your target customer and understanding their point of view. They are snapshots of relevant and shared characteristics in a customer group, based on user research. To avoid creating bias, it is important to focus on developing generic attributes and relevant characteristics that are related to the use of the service.


Scenarios are short stories about personas trying to achieve their goals by using the service or product in their contexts. Therefore, customer scenarios are specific to customer segments and contexts. Using a scenario-based approach, it is possible to identify ideal experiences for the scenarios that are most important to the different customer segments.


A customer journey map visualizes the service consumer’s experience. It communicates the journey and the customer’s experiences at every stage. It identifies key service interactions and, for each of these, motivations and questions.


Customer journey map - example 1

Customer journey map - example 2