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Customer
journey
mapping
How to pinpoint and
document the key moments
of your customer’s experience
THE ULTIMATE GUIDE

2
While you likely have a general idea of how your customers experience your
business and
your brand, the next step is to take it up a notch and build a customer journey
map.
A customer journey map is a visual representation of customers’ processes,
needs, and
perceptions throughout their interactions and relationship with an organization.
It helps
you understand the steps customers take – the ones you see, and don’t – when
they
interact with your business.
Customer journey mapping helps you look for the moments that matter, so you can
make
sure the customers' experience in those moments matches their expectations.
To see the benefits of the journey mapping process, start by making it.
Of course there are many ways to build a journey map that could work for your
business.
This guide covers the steps that we see customer experience (CX) innovators
using to drive
measurable business impact. To see the best results you'll need to have the
ability to collect
and analyze customer feedback from all touch points.
Introduction

3
Contents Gain executive buy-in
Define the scope
Gather and analyze customer feedback
Design your map
Create a culture of action
Bonus: Journey Map Template
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