Customer Journey Mapping

Meaning & Definition 

Customer journey mapping is a visual representation of all the touchpoints that your customers have with you, from the time they first discover you until after they’ve purchased and received support. Mapping out your customers allows organisations to see the various stages of a customer’s journey and their needs and wants at each stage. This helps organisations to design better customer experiences, services, and ways to engage their customers.

Important aspects of Customer Journey Mapping

• Enhancements were made to the customer experience through identifying gaps and pain points.
• Assist in positioning employee roles to create alignment with customer-facing touch points.
• Result in improved training for sales, support and service departments.
• Lead to increased levels of customer satisfaction, loyalty and retention.
• Permit data-driven process, communication and overall improvement to the various departments.

Legal & Regulatory Considerations

• There is no separate statutory requirement that is associated with the definition of this term. 
• When an organisation collects information from a customer’s account, it must comply with the DPDP Act. 
• Customers use data, and the organisations must follow their internal data use and privacy policies for customer journey analysis.