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What is Customer Journey Mapping?

Ruben Buijs

Founder & Digital Consultant

Written on Aug 10, 2023

2 minutes

Product Management

Customer Journey Mapping is a powerful technique used by Saas product managers to gain a deep understanding of the customer's experience throughout their interaction with a product or service. It involves visually mapping out the different touchpoints and emotional states of the customer, from the initial discovery stage to the final decision-making phase. By creating a visual representation of the customer journey, product managers can identify pain points, improve user experience, and ultimately enhance customer satisfaction.


To better understand Customer Journey Mapping, let's consider an example. Imagine you are a product manager for a cloud-based project management tool. You start by mapping out the customer journey from the moment they become aware of your product, such as through online ads or word-of-mouth recommendations. You then outline the steps they take to research, sign up for a trial, onboard, and eventually become a paying customer. Along this journey, you identify key touchpoints, such as website visits, email interactions, and customer support interactions. By mapping out the customer journey, you can identify areas for improvement, such as streamlining the sign-up process or enhancing the onboarding experience.


Customer Journey Mapping holds great importance in Saas product management. It allows product managers to empathize with customers and view the product from their perspective. By understanding the customer's journey, product managers can identify pain points, bottlenecks, and areas where the user experience can be enhanced. This insight is invaluable for improving customer retention, increasing conversion rates, and driving overall business growth. Additionally, Customer Journey Mapping helps align internal teams, such as marketing, sales, and customer support, by providing a shared understanding of the customer's needs and expectations at each stage of their journey.

How to Use Customer Journey Mapping

To effectively use Customer Journey Mapping, follow these steps:

  1. Identify your customer segments: Start by understanding your target audience and segmenting them based on common characteristics, behaviors, or needs.
  2. Gather customer data: Collect qualitative and quantitative data through surveys, interviews, support tickets, and analytics tools to gain insights into customer behavior and pain points.
  3. Create a visual representation: Use a visual tool like flowcharts or diagrams to map out the customer journey, starting from the first interaction to the final conversion.
  4. Identify touchpoints and emotions: Identify the various touchpoints where customers interact with your product or service. Determine the emotional states of customers at each touchpoint, such as frustration, delight, or confusion.
  5. Analyze and improve: Analyze the customer journey map to identify pain points, areas of improvement, and opportunities to enhance the user experience. Collaborate with cross-functional teams to implement changes and continually refine the customer journey.

Useful Tips

Here are some useful tips to make the most out of Customer Journey Mapping:

  • Involve cross-functional teams: Collaborate with teams from different departments, such as marketing, sales, and customer support, to gain diverse perspectives and ensure a holistic understanding of the customer journey.
  • Consider different customer personas: Create separate customer journey maps for different customer personas to address their unique needs and pain points.
  • Continuously update and refine: Customer Journey Mapping is an iterative process. Regularly update and refine the map as you gather new insights and make improvements to your product or service.
  • Leverage customer feedback: Incorporate customer feedback, such as reviews, surveys, and support tickets, into your journey map to gain a deeper understanding of their experiences and identify areas for improvement.


Customer journey mapping is a visual representation of the customer's experience when interacting with a product or service, from the initial contact to the final purchase decision.
Customer journey mapping helps businesses understand the customer's perspective, identify pain points, and optimize their product or service to enhance the overall customer experience.
Customer journey mapping involves gathering data, such as customer feedback and behavior analytics, and creating a step-by-step visualization of the customer's interactions and emotions throughout the entire journey.
Some benefits of customer journey mapping include improved customer satisfaction, increased customer loyalty, enhanced product design, and better alignment of marketing and customer support efforts.
Customer journey mapping is a collaborative effort involving various teams, including product managers, designers, marketers, and customer support representatives. It is important to involve all stakeholders to gain comprehensive insights.
There are several tools available for customer journey mapping, including online platforms, specialized software, and even simple whiteboards or sticky notes. The choice of tools depends on the complexity and requirements of the mapping process.
Customer journey mapping should be regularly updated to reflect changes in customer behavior, market trends, and product/service updates. It is recommended to review and update the journey map at least once a year.
Yes, customer journey mapping can be applied to various industries, including retail, hospitality, healthcare, and technology. The principles and techniques can be adapted to suit the specific characteristics of each industry.
Some challenges during customer journey mapping include obtaining accurate data, aligning different teams' perspectives, defining clear customer touchpoints, and keeping the journey map up to date with evolving customer expectations.
Yes, some best practices for customer journey mapping include involving cross-functional teams, conducting user research, validating assumptions with real customers, and iterating the journey map based on feedback and insights.

Article by

Ruben Buijs

Ruben is the founder of ProductLift. I employ a decade of consulting experience from Ernst & Young to maximize clients' ROI on new Tech developments. I now help companies build better products

Table of contents

  1. Examples
  2. Importance
  3. How to Use Customer Journey Mapping
  4. Useful Tips
  5. Related Terms

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