As one tool in the discipline of service design, a journey map is a visual representation of the steps a customer takes when interacting with your company to accomplish a goal.
A journey mapping engagement is the appropriate tool for clients who are interested in learning more about how their customers “do” a specific task when working with your company. The purpose is to learn the steps taken, the channels traversed, the time spent… and to look for ways to improve that process.
Successful journey maps have a business goal. The key stakeholders need to understand why they are doing a journey map and have a common understanding of what they hope to achieve. The keyword is specific. You have to know which specific task needs to be mapped.
Some areas that benefit from journey mapping include: