Definition

According to Shaw & Ivens (2002), customer journey mapping is “a strategic approach to understanding and visualizing the customer’s experience across touchpoints and over time.”

Introduction

Every interaction—from an Instagram ad to post-sale support—is part of the customer journey. Mapping it helps marketers remove friction and create delight.

Explanation

1️⃣ Stages – Awareness → Consideration → Purchase → Retention → Advocacy.
2️⃣ Touchpoints – ads, website, store, emails, service calls.
3️⃣ Pain Points – obstacles or frustrations.
4️⃣ Moments of Truth – key experiences shaping satisfaction.

Key Takeaways

Journey maps visualize the full experience.

Reducing friction improves loyalty.

Emotional consistency matters more than flashy design.

Real-World Case

Disney Parks use journey mapping to ensure a seamless visitor experience—from booking to ride exit—with apps, staff training, and feedback loops.
Reference: https://www.disneyparks.com