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Customer journey mapping


Customer journey mapping is a method of visualizing a customer's entire journey through all points of interaction and experiences with a company. This tool is used to better understand the customer's perspective and, based on this, optimize customer interactions.


The practice of customer journey mapping developed in response to the growing complexity of customer interactions in a multichannel environment. Companies recognize that an in-depth understanding of customer experiences across all touchpoints is critical to improving customer loyalty and increasing customer satisfaction.

Areas of application

Customer journey maps are used in marketing, sales, product development and customer service. They are particularly valuable in industries that have intensive customer contact, such as retail, telecommunications, financial services and healthcare. They are also used in B2B areas to visualize the complex paths that business customers go through.


Creating a customer journey map enables companies to improve customer experiences by identifying pain points and developing elimination strategies. By understanding customer needs and expectations, companies can communicate in a more targeted manner and better target their offerings, resulting in higher customer satisfaction and loyalty.


One of the challenges of customer journey mapping is collecting and analyzing data from various sources and channels. In addition, the effective implementation of the insights gained requires close cooperation between various departments, such as marketing, IT and customer service.


An example of customer journey mapping in the industry could be the creation of a detailed map that shows all phases of the buying process in a B2B retailer portal. From the initial search for information to decision-making and post-purchase support, this enables a comprehensive analysis and optimization of the customer experience.


Customer journey mapping is a powerful tool that helps companies understand and address customer needs across the entire buying process. It plays a crucial role in promoting and maintaining a customer-centric business model.