Framework
The five layers of a customer journey map
The five layers to capture for every stage of a customer journey map: what the customer is trying to do, where it happens, what they do, how they feel and where reality fell short of what they expected. The last two are hard to get without talking to customers. Koji collects them through AI-moderated voice interviews and groups them by stage.
Where this appears
What's in this framework
- Stage: What the customer is trying to do.
- Touchpoint: Where the interaction happens: website, sales call, app or support ticket.
- Action: What the customer actually does.
- Emotion: What they feel: frustrated, confused, delighted or suspicious.
- Pain point or opportunity: The gap between what they expected and what happened.
Use this image
Free to use in your docs, decks and posts under CC BY 4.0, as long as you credit Koji with a link to this page. To embed it, paste this into your page:
html
<a href="https://www.koji.so/visuals/customer-journey-map-five-layers"><img src="https://www.koji.so/visuals/customer-journey-map-five-layers/customer-journey-map-five-layers.png" alt="Framework showing the five layers to capture at each stage of a customer journey map: stage, touchpoint, action, emotion and pain point or opportunity." width="1200" height="749" /></a>
<p>Source: <a href="https://www.koji.so/visuals/customer-journey-map-five-layers">The five layers of a customer journey map</a>, Koji</p>
