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The customer journey is the journey from when a need arises for a customer to when a purchase is made and further on to use. Customer journey mapping describes the customer experience as a number of different stages. It is common to describe the buying process as a customer journey and observe what happens before, during and after a purchase. Another example is to describe how the customer experiences assistance with a problem. The contact between the company and the target group is described in a number of touchpoints. This can include display ads, visits to a website, delivery of a package or a call to customer service. Customer journey mapping should also describe the steps in the buying process that do not involve direct contact between the target group and the company. Examples of this could be if a customer visits price comparison sites or talks to friends before making a purchase.
What is important about the work with the customer journey is describing what happens in each step and what the customer experiences as good and bad (pain points and gain points) and bring these points to light in the company’s business. This will determine what would be most beneficial for the customer and the company in each step. For example, it’s not a good idea to put a lot of energy into changing something that customers do not experience as important – this is where the customer journey will provide great support.
