Customer Journey Mapping Explained: What Is It and Why Does it Matter?

customer journey mapping

If you’re in charge of customer experience (CX) at your organisation, you’ll know how important it is to take a walk in your customers’ shoes. But, do you know the true impact of visualising customer interactions? Brands who understand their customers’ journey stand out in the marketplace. InMoment’s global research found that organisations who have developed their customer journey map and understand experiences across these journeys reach the highest level of customer experience maturity. And, mature programs are aligned with outstanding business results. 

Mature businesses experience: 

  • 93% more profitability
  • 92% higher NPS scores
  • 89% greater retention

At InMoment, we believe experiences—the culmination of moments filled with emotions, judgments, learnings, and much, much more—shape the world we live in. And with every moment, there is an opportunity to make a positive impact; to leave a mark. 

What is Customer Journey Mapping?

When you look at the world through your customers’ eyes, you’ve started along a process called “customer journey mapping.” This process involves walking in the shoes of a typical customer as they discover your brand, interact with your products, and services, and decide if they’ll stay or switch to your competitor. Along their journey, there will be multiple opportunities to engage with them and deliver exceptional experiences. It’s time to understand—and own—the moments that matter to your customer.

Why Does Customer Journey Mapping Matter?

Customer journey mapping is a proven way to understand why people do what they do and what emotions drive them. With a customer journey framework, your business can take informed action to solve problems, provide a truly differentiated experience, and drive value for your customers, employees and business. 

How Can I Get My Hands on a Customer Journey Map Template?

Customer Journey Mapping is a flexible consulting engagement for organisations seeking more complete, accurate insights into what their customers really feel, perceive, and experience. It includes resources, expertise, and documentation—including detailed visual representations of the complete customer journey—to identify hidden moments that matter, and close the gap between internal CX perceptions and customer realities. At InMoment, we have in-house consultants who take on the challenge with you. 

Interested in learning more about customer journey mapping? This eBook “Five Steps to Uncovering the Real Customer Experience Journey,” breaks down the strategies you need to build, act on, and evolve your customer journey map. Read it here!

Helene James

CX Consultant

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