Question: Customer journey mapping is a useful tool to understand how existing services work and uncover pain points and opportunities for improvement. Customer journey maps are

Customer journey mapping is a useful tool to understand how existing services work and uncover pain points and opportunities for improvement. Customer journey maps are used to visualise the overall experience a customer has with a service. Customer journey mapping may include any stages of service consumption

(

pre

-

purchase, service encounter, and or post

-

encounter stages

) .

Examples of these stages are recognising a need, searching for a specific service, booking and paying for it

,

and using the service, as well as maybe complaining if something goes wrong, or using the service again.

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