Process
The seven-step customer journey mapping process
A seven-step process for building a customer journey map from research instead of assumptions. Scope one persona and journey, gather interviews and supporting data, group findings into stages, map touchpoints, add the emotional arc, mark pain points and opportunities, then share the map and keep it current.
Where this appears
What's in this process
- Define the scope: Pick one persona and one journey, with its trigger and the end state that means success.
- Gather research: Interview people who just finished the journey, then add diary studies, support tickets, analytics and surveys.
- Identify stages: Cluster findings into phases defined by the customer's goal, not by your departments.
- Map touchpoints and actions: List every interaction in each stage, including offline ones and third parties like review sites.
- Add the emotional arc: Plot the highs and lows across the journey from interviews, ratings and support sentiment.
- Find pain points and opportunities: Mark the dips and moments of truth, then rank opportunities by impact and feasibility.
- Share, validate and iterate: Keep the map visible, check it with customers and update it as the product changes.
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<a href="https://www.koji.so/visuals/customer-journey-mapping-process-seven-steps"><img src="https://www.koji.so/visuals/customer-journey-mapping-process-seven-steps/customer-journey-mapping-process-seven-steps.png" alt="Process showing seven steps to map a customer journey, from defining the scope and gathering research to adding the emotional arc and iterating." width="1080" height="1080" /></a>
<p>Source: <a href="https://www.koji.so/visuals/customer-journey-mapping-process-seven-steps">The seven-step customer journey mapping process</a>, Koji</p>
