Optimizing your internal processes will go a long way towards delivering a great customer experience. However, don’t forget to consider your operations from your customer’s point of view.

Customers are faced with a growing range of options for engaging with your organization (e.g. voice, email, chat, social media). In most cases, they will use a combination of channels to resolve their issues. In this context, it is more important than ever to understand the full sequence of actions taken by your customers if you aim to deliver fast and effective support.

Customer journey maps: An overview

Mapping customer journeys from beginning to end is a powerful technique for understanding each of the steps taken by your customers to interact with your organization and support operations.

A customer journey map should visualize both your customer facing touch points and internal handoffs across your support operations. Developing these maps forces your organization to take a more holistic view of your customer care experience.

They are a useful tool for identifying pain points that may be causing customer churn. Awareness and understanding of these pain points allows you to design appropriate solutions, leading to an improved customer experience and greater levels of retention.


A customer journey map is a framework to visualize the step-by-step interactions between a customer and a business. It covers the full life-cycle of the customer, from their first encounter with the business, through ongoing service, to renewal.


Customer journey maps enable a more holistic assessment of your customer facing and internal processes. This allows you to identify pain points throughout the customer journey that negatively impact customer experience and contribute to churn.


Create a visual representation of all actions taken by the customer to engage with your organization and those taken internally to deliver support. This should aim to be as comprehensive as possible, taking care to capture all handoffs and decision points.


Provides greater clarity across your organization on the end-to-end customer journey. This allows you to identify any pain points that give rise to process inefficiencies or poor customer experiences. Understanding these issues allows you to take corrective action, leading to more satisfied customers and lower levels of churn.

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