What does customer journey mapping visualize?

Customer journey mapping visualizes the process customers interact with a business. This technique focuses on capturing and illustrating the experiences and emotions that customers undergo while engaging with a company, from the initial awareness of a product or service to post-purchase interactions. It helps organizations understand the customer’s perspective, identify pain points, and highlight opportunities for improvement in the overall customer experience.

By mapping out each touchpoint—such as searching for information, making a purchase, receiving customer service, and providing feedback—businesses can gain insights into the effectiveness of their processes and ensure that they are meeting customer needs at every stage of the journey. This approach is crucial for enhancing customer satisfaction, loyalty, and retention, ultimately leading to better business outcomes.