A Guide to Customer Journey Maps | Innovation Training

Customer journey maps provide businesses with a visual representation of the customer's experience from initial contact to a long-term relationship. They help identify key interactions and insights that can lead to growth and improvement in products and services. To create a journey map, a deep understanding of customers is necessary. This can be gained through analytical research such as website and social media analytics, as well as anecdotal research such as focus groups and social media communication. Goals need to be defined, identifying key stages of customer interaction and the information that needs to be included in the map. Finally, the journey map must be used to explore and understand customers to lead to innovation and better solutions for them.