Customer Journey Mapping
Reference model
Mapping the customer journey helps visualize pain points and opportunities.
About this model
A method that outlines the complete experience a customer has with a brand, from initial contact to post-purchase interactions.
Originator not stated.
How to read it
- Start from the customer's perspective: what do they experience?
- Look for gaps between customer expectations and actual experiences.
What this does
Visualizes the steps a customer takes when interacting with a product or service, helping identify pain points and opportunities for improvement.
When to use it
Use it when you want to understand customer experiences and identify areas for enhancement in service delivery or product design.
Not when: Do not use it when you lack sufficient customer data or when the customer journey is not clearly defined.
What happens next
Analyze the insights gathered to prioritize improvements and develop action plans.
Golden thread
Builds on ←
- Customer feedback analysis
- Market research
Feeds into →
- Customer experience improvement plan
Use this tool, free
Sign in to open the worksheet. Your work saves as you type, the AI can draft the parts you have not filled in, and you finish with an analysis and a 30/60/90-day action plan.
Drafted with AI and reviewed by Eccellere on 04/11/2026. Guidance, not advice: apply your own judgement.