Customer journey mapping

What is customer journey mapping?

Definition of customer journey mapping:

Customer journey mapping is the process of visualising how every interaction and contact made between your business and the customer are delivered.

The term literally involves ‘mapping out’ the customer’s journey, understanding the intricacies of their interactions with the business through a flow chart (for example). The larger a business, the more complex the process becomes, especially when trying to map a customer’s journey across both on- and offline channels.

Abbreviation: CJM

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