Customer journey mapping ( also called user journey mapping) is the process of creating journey map, a visual story of your customers interaction with your brand. This exercise help businesses step into customer shoes and see their business from the customers perspective. It allow you to gain insight into common customer pain point and how to improve those.

Firstly, all the possible customer touch points are mapped out, for instance, a website, social channels, interactions with marketing and sales teams. User journey are then created across these various touch points for each buyer persona. For example, a millennial buyer persona may typically become aware of a product on social, research it on the mobile version of your site, and finally make the purchase on a desktop computer. The customer experience at each touch point should be included in a customer journey map. This can include what action the customer needs to take and how your brand response.

Customer journey mapping is important, because it is a strategic approach to better understanding customer expectation and is crucial for optimizing the customer experience. Customer journey mapping is just as important for small business as it is for very large companies and multi national organizations. Customer journey mapping are changing for all businesses, regardless of size - customer demand and omnichannel approach to customer service, marketing and sales.