Abstract

Understanding how a customer interacts with a product or process can be tricky for some organizations. With some data collection, a customer journey map can be created, which maps out from start to end the phases a customer goes through while interacting with an organization and their product/process. This map should be created from the customer's perspective, with the thoughts and feelings of a customer at each phase documented. Organizations can often have many different types of customers, which can be broken down in the customer journey map as separate personas, all of which should be accounted for. These maps can illustrate clearly the pain points of a product or process and allow for redesign centered around the customer.