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What: The customer experience journey is a way to represent visually and chronologically all the contact moments (touchpoints) between a customer and your company and your product/service. The customer journey map shows the times when the customer is satisfied, very satisfied or conversely dissatisfied with his/her experience of your company/product/service. This visual representation is used as a basis for an improvement plan.

When: You can use the customer journey to see yourself from the standpoint of your customer/user. The goal is to improve the existing processes in your relationship with your customer, the design of new products/services, or new services relating to existing products.

Advantages: This tool is simple and very effective; it promotes communication and brainstorming and provides empathic insight that can lead to action. No investments necessary.


- Provide a large format sheet of paper with a ready-made template and a pack of markers or a stack of Post-its. 
- Assemble a number of users (or personas)

Your customer/user goes through different phases in his/her relation with your company. Each phase includes several touchpoints: moments of interaction between your product/company/brand and the customer.
The phases are: Attract: The period during which the user discovers you
Choose: The choice that he/she makes based on the available information
Use: The user’s experiences of your product/service
Support: The user and his/her contact points in case of problems or support
Retain: How do you keep the customer and how does he/she remain loyal to your company or brand?

The customer journey
- Use the prepared template and in group fill in the customer experience map from left to right. The horizontal axis is the timeline going through all the phases of the customer experience. 
- Go over all the touchpoints chronologically. The better the experience, the higher this contact point will score. This allows you to also visualize experiences that are less satisfactory. These are opportunities to make improvements.

You can draw up the customer journey map in a number of ways:
1. The customer experience journey based on concrete user experiences
If you have access to your stakeholders or typical potential customers, you can approach them and draw up the customer experience journey chronologically with their input. This approach is very relevant if you want to assess and possibly redesign an existing experience.

2. The customer experience journey based on personas*
By putting yourself in the shoes of the virtual users, you are very likely to produce a hypothetical customer experience journey with the help of a scenario. This option is useful if you want to design the user experience from scratch, or if you have limited access to relevant data from your users. This approach is certainly valid, but keep in mind that you are building your case on assumptions here.