Customer Journey Mapping

Customer journey mapping is a research-based exercise that lays out the steps a person takes while discovering, evaluating, contacting, and using a business. A handyman company might map how homeowners notice a repair problem, compare providers, request an estimate, and prepare for the appointment. The map can reveal unanswered questions, delays, or mismatches between advertising promises and the actual service experience. Its value comes from observations and customer input, not from inventing an idealized story. A user journey describes a sequence of experiences; journey mapping is the deliberate process of documenting and analyzing that sequence.