What Is a Customer Journey Map



  • The customer journey map is a visual resource that helps companies understand consumer behavior throughout a purchase process. After all, when buying a plane ticket or choosing which cafe to go to, we all go through a journey, with a beginning, middle and end. This mapping, which tells the story of the relationship between a brand and its consumers, helps companies to improve, among other aspects, their communication channels and customer service. To understand more about this tool, we talked to the publicist, speaker and creator of Business on the road Camila Santos, who is also a professor of the Customer Experience course at EBAC.

    What is a customer journey The customer journey is the path a person takes to become a consumer of a brand. This journey includes all the interactions that the customer has with a company, from the first contact - which can be through an advertisement on the internet or a pamphlet - to after-sales. Although it may seem that this interaction happens in a linear Phone Number List fashion, that is, the consumer knows the product, buys it and uses it, the customer journey is a more complex process. There are moments of research, reflection and doubts on the part of the consumer before the decision to make the purchase.

    When a person decides to buy a plane ticket, for example, he doesn't just visit an airline's website and make the purchase. She typically goes to various sites, compares prices and reviews conditions. Only after this whole process does she decide where to buy her ticket. Understanding this journey allows companies to generate value throughout the consumer's purchase process, which can ensure loyalty and make the customer buy products or consume the company's services again. In the customer's purchase journey, there are moments of research, reflection and doubts on the part of the consumer before the decision to make the purchase.


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