{"id":"customer-journey","title":"Customer journey mapping","summary":"Represent the stages, touchpoints, actions, thoughts and feelings of a person pursuing a particular goal.","concepts":["Actor and scenario: specify whose goal is being considered","Stages and touchpoints: the actual experience process","Opportunities and responsibility: improvement points and ownership"],"application":"Locate experiences that break across departmental boundaries during adoption, usage, inquiries and renewal, linking the map to research evidence.","limitations":"Distinguish assumed journeys from observed ones. Do not collapse differences among all customers into a single map.","directions":["Whole experience: examine connections between touchpoints.","Key moments: prioritize specific stages that block the goal."],"category":"Business and customers","kind":"method","kind_label":"Method","persona_ids":["customer-success-manager","designer","content-marketer"],"revision":1,"updated_at":"2026-10-07T00:00:00.000Z","sources":[{"title":"Journey Mapping 101","url":"https://www.nngroup.com/articles/journey-mapping-101/","publisher":"Sarah Gibbons · Nielsen Norman Group","edition":"2018; 2026 reviewed edition","region":"International reference; verify the application environment","checked_at":"2026-10-07","reuse":"Independent editorial summary and source link; the original text is not republished."}],"review":{"status":"source-checked-editorial","expert_reviewed":false},"editorial_note":"Editorial English translation of the Korean edition. No professional translation or occupational expert review has been completed. Translation does not change the source jurisdiction.","language":"en","translation":{"status":"current","source_language":"ko","source_version":"kb-e792c31a9198e7c4","translated_at":"2026-10-09","professional_reviewed":false},"trust":"reference-data","version":"kb-5edaf82f78b52ead","links":{"document":"/en/knowledge/customer-journey","markdown":"/en/knowledge/customer-journey.md","api":"/api/v1/knowledge/customer-journey?lang=en"}}