Journey gallery

Browse our gallery for a variety of example customer journeys across different domains. In the gallery you will find both planned and actual journeys. The example journeys showcased here are compiled from diverse sources and publications, and may exhibit slight visual variations.

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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.