Blog – Customer Journey Modelling Language

Ragnhild Halvorsrud August 8, 2022November 10, 2023

What is a customer journey or (*) journey, and why is it such a powerful concept?

Only 20 years ago, customer journeys were unknown to most people (or associated with travel). Today, the customer journey is

What is a customer journey? A customer journey is a metaphor for “walking in the customer’s shoes” as he or she is using a service, for example, online shopping.

What is a customer journey map? A customer journey map is a visualization of a customer journey. There is no standard diagram for customer journeys, but they are often divided into sequential steps with time along the horizontal axis. In most cases the vertical axis represents the customer experience.

What is CJML? A formalized approach to customer journeys, and it includes terminology and a visual notation. The diagrams are a specialized form of process diagram that highlight the actors participating in the journey and the sequence of steps (touchpoints) necessary to achieve the end-user’s goal. For each touchpoint, the diagram specifies which actor initiates communication, the recipient, and the channel through which the interaction occurs.