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Customer Journey Mapping Basics

Map key customer journeys

This guide explains customer journey mapping: define persona and goal, list stages and touchpoints, capture customer emotions/pain points, and prioritize improvements.

Set scope

Choose one persona and goal (e.g., onboarding, renewal).

List stages and touchpoints

Map steps across channels with owners.

Capture emotions and gaps

Note friction points and moments of delight; quantify where possible.

Prioritize fixes

Pick a few high-impact gaps to address and assign owners.

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