Journey Map(s)
Definition
A bespoke visualisation of how your customers experience your organisation over time. The type of map you create depends on what you are trying to learn. It may focus on interactions with your company, a specific channel, a service process, or a broader day-in-the-life context. Maps that try to capture everything at once create noise instead of clarity.
Why it matters
If you do not understand what customers experience at specific moments, improvement becomes guesswork. The right map exposes friction, gaps, and opportunities so teams can make deliberate changes.
How it connects
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The framework
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Inputs & outputs
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Examples
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Common pitfalls
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Further reading
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