Experience maps are variations of CJMs, but they typically cover a wider range of interactions and contexts beyond a specific consumer-business relationship. There’s also a similar technique, customer experience mapping, which is often used interchangeably with journey mapping. In contrast, a map with a narrower focus would look at a few specific stages like ‘Decision’ and ‘Purchase’.ĬJMs focusing on the current experience are AS-IS maps, while journey maps visualizing the future, desired, state of the experience are called TO-BE maps. For example, a broad-scope map would include multiple customer journey stages like ‘Awareness’, ‘Decision’, ‘Purchase’, ‘Support’, and ‘Renewal’. A finished map provides insights into their actions, processes, goals, needs, channels, emotions, and many other aspects shaping the customer experience. This process lets you reveal typical experiences the customers have over time when interacting with your organization, service, or product. 3.3 Step 3: Define journey map sectionsĪ customer journey map is the final output of the collaborative visualization process called customer journey mapping.
3.2 Step 2: Set customer journey stages.
