What is customer journey mapping?

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Let’s explore what customer journey mapping is and how it helps your brand.


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A customer journey map is a visual representation of each point of interaction your customers have with your company. You can style the map like a flowchart, timeline, table or even on sticky notes.

Creating the map is a great internal exercise. Along the way, you might find pain points or touchpoints you didn’t know existed. A basic customer journey map includes the buying stages (and support touchpoints) a customer goes through.

Example of a customer journey map by Starbucks. The image shows the different touchpoints and the experiences customers have.
Source: Starbucks
More detailed maps include:

actions your customers take
good and bad emotions your customers experienced
departments involved in customer touchpoints
content types you serve your customers
solutions to pain points
A touchpoint on the customer journey map is the point of interaction a customer has with your brand. It doesn’t need to be a two-way interaction. Seeing a social media ad, getting a branded newsletter and asking a friend for a product recommendation are all touchpoints.