The experience you offer your customers isn’t about who you say you are - it is whatever the customer perceives it to be. You can’t manage it completely, but you can be intentional about how you deliver on your brand promise and customers’ expectations. The challenge is to see the experience from the customer’s viewpoint across the multiple touchpoints, channels and departments that make up a typical customer journey. Customers’ experiences are chaotic, with much switching between channels, and they really don’t care which department they talk to.

Customer journey mapping is a practical analysis or planning tool that reveals a customer’s emotional and functional journey, stimulating shared understanding and focus. It enables businesses to improve daily business, listening to customers in ways that make sense, without the need for a prescriptive formula.