How to map the customer journey

A customer journey map tells the story of the customer's experience through initial contact, the process of engagement, and into a long-term relationship.

This how-to guide walks you through creating or refining your customer journey map, including:

  • Five essential steps and a checklist for creating a map
  • An example of what a customer journey map might look like
  • How to maximize a customer journey map's ability to unearth tangible changes for your business
  • The Economist's approach to devising its customer journey map


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