Customer Experience, CX, is a business discipline that focuses on putting the customer first and developing services and businesses based on the customer experience. This involves the customer in the company's business development and creates the conditions for more satisfied, loyal customers.

A customer journey map is a visual representation of the customer's experience of your brand. It helps to understand the customer journey and every interaction and touch point the customer has with your brand, from initial engagement all the way to a hopefully long-term customer relationship. In doing so, you can use these insights to develop better products, have more relevant and effective communications that create stronger loyalty.

What is the value of a customer journey folder?

• Basis for adapting communication, marketing
• Process design, where a customer journey map can identify key moments (moments that matter) where extra emphasis can be placed on providing a good experience or fixing perceived problems.
• Product development, the evidence from a customer journey mapping can provide insights into how to develop new functionality or product design as well as provide inspiration for entirely new services and products.
• Provides a good overview of the company's customer-facing processes and interactions that can be used for internal communication, development and training.