customer-journey-map
Purpose
Create a comprehensive customer journey map that visualizes how customers interact with your brand across all stages—from awareness to loyalty—documenting their actions, touchpoints, emotions, KPIs, business goals, and teams involved at each stage. Use this to identify pain points, align cross-functional teams, and systematically improve the customer experience to achieve business objectives.
This is not a user flow diagram—it's a strategic artifact that combines customer empathy with business metrics to drive actionable improvements.
Key Concepts
The Customer Journey Mapping Framework
Adapted from NNGroup's framework and Carnegie Mellon's PM curriculum, a customer journey map documents:
Horizontal structure (stages):
- Awareness: Customer first learns about your brand
- Consideration: Customer evaluates your offering
- Decision: Customer makes a purchase
- Service: Customer uses the product/service post-purchase
- Loyalty: Customer becomes a repeat buyer and advocate
Vertical structure (for each stage):
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