Framework
What goes in a customer journey map: 7 elements
The seven elements a complete customer journey map usually includes, from the high-level stages down to the thoughts and emotions at each touchpoint. Use it as a list of what to capture in research before you draw the map. Koji can collect the actions, emotions and pain points through AI-moderated interviews with people who just went through the journey.
Where this appears
What's in this framework
- Stages: The high-level phases, such as awareness, purchase, onboarding and retention.
- Touchpoints: Specific interactions in each stage, like visiting the website or contacting support.
- Actions: What the customer does at each touchpoint.
- Thoughts: What the customer is thinking at that moment.
- Emotions: How the customer feels, often drawn as an emotional arc.
- Pain points: Moments of friction, frustration or failure.
- Opportunity areas: Where improvements would have the most impact.
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<a href="https://www.koji.so/visuals/customer-journey-map-seven-elements"><img src="https://www.koji.so/visuals/customer-journey-map-seven-elements/customer-journey-map-seven-elements.png" alt="Framework showing the seven elements of a customer journey map: stages, touchpoints, actions, thoughts, emotions, pain points and opportunity areas." width="1080" height="1080" /></a>
<p>Source: <a href="https://www.koji.so/visuals/customer-journey-map-seven-elements">What goes in a customer journey map: 7 elements</a>, Koji</p>
