Customer Journey Mapping

Overview

Customer Journey Mapping visualizes the entire experience a customer has with a brand — from first awareness through post-purchase advocacy. It identifies touchpoints, emotions, pain points, and opportunities at each stage. The goal is to find and fix where customers get stuck, frustrated, or leave.

When to Use

Trigger conditions:

• User wants to improve conversion rates across the funnel
• User needs to understand where customers drop off
• User designing or redesigning a customer experience
• User asks "where are we losing customers?" or "what's the user experience like?"

When NOT to use:

• For market segmentation → use STP
• For product feature decisions → use Jobs to Be Done
• For one-time strategic analysis → use SWOT