May 1, 2024
Updated May 10, 2025
19 minute read
Customer Journey Mapping (CJM) is the process of creating a visual representation of the experiences a customer has when interacting with a company or brand. It’s about understanding the complete path a customer takes, from initial awareness of a product or service, through the decision-making process, to the purchase itself, and continuing into post-purchase engagement and hopefully, long-term loyalty. The primary goal of CJM is to see the business from the customer's perspective, identifying their needs, motivations, emotions, and potential frustrations at each step. This holistic view allows organizations to pinpoint areas for improvement, streamline processes, and ultimately create more positive and effective customer experiences.
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Find a path to becoming a Customer Journey Mapping. Learn more at:
OpenCourser.com/topic/igf5qj/customer
Reading list
We've selected 11 books
that we think will supplement your
learning. Use these to
develop background knowledge, enrich your coursework, and gain a
deeper understanding of the topics covered in
Customer Journey Mapping.
Provides a comprehensive overview of the customer journey, covering all stages of the customer lifecycle from awareness to loyalty. It offers practical advice on how to map the customer journey, identify pain points, and improve the customer experience.
Explores the concept of customer effort, and how reducing customer effort can lead to increased customer satisfaction and loyalty. It provides practical advice on how to measure customer effort and identify opportunities to improve the customer experience.
Describes the Zappos approach to customer service, which is focused on delivering happiness to customers. It provides insights into how to create a customer-centric culture and build a loyal customer base.
Explores the concept of blue ocean strategy, which is focused on creating new markets and avoiding competition. It provides insights into how to identify and create blue ocean opportunities.
Explores the concept of the experience economy, where businesses compete on the basis of the experiences they provide to their customers. It provides insights into how to create memorable and engaging customer experiences.
Provides a practical guide to the lean startup methodology, which is focused on building and validating products quickly and cheaply. It provides insights into how to test ideas, iterate on products, and build a successful business.
Provides a practical guide to getting customers for a startup. It provides insights into how to identify target customers, develop a marketing strategy, and build a loyal customer base.
Explores the concept of the chasm between early adopters and mainstream customers, and provides insights into how to successfully cross this chasm. It provides advice on how to market and sell disruptive products to mainstream customers.
Explores the concept of disruptive innovation, and provides a framework for creating and sustaining successful growth. It provides insights into how to identify and develop disruptive innovations.
Explores the concept of disruptive innovation, and how established companies can avoid being disrupted by new technologies. It provides insights into how to identify and respond to disruptive threats.
Explores the concept of good and bad strategy, and provides a framework for developing good strategy. It provides insights into how to create a clear and concise strategy that is aligned with the organization's goals.
For more information about how these books relate to this course, visit:
OpenCourser.com/topic/igf5qj/customer
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