Until you’ve experienced the actual ‘journey’ your customer takes, you can’t begin to empathise with what he or she goes through. Customer journey mapping helps your team to visualise the experience from the customer's perspective (not the organisation's) and highlights the touchpoints where the opportunity for differentiation is greatest.
Customer journey mapping can be a complex process with touchpoints across multiple channels, so prioritising the key interactions and the expectations of the most valuable customer groups is essential.
The customer journey mapping technique is a valuable tool in many stages of the customer experience initiative, beginning with customer insight where it provides a framework for understanding your "as is" customer experience.
Later in the process your customer journey map provides structure as you draft your brand promise and "to be" customer experience, and again as you begin to design and detail the hallmark moments for building customer loyalty and advocacy.