Customer journey mapping

Represent the stages, touchpoints, actions, thoughts and feelings of a person pursuing a particular goal.

Method · Business and customers

Core 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 and jurisdiction

Distinguish assumed journeys from observed ones. Do not collapse differences among all customers into a single map.

Editorial perspectives

• Whole experience: examine connections between touchpoints.
• Key moments: prioritize specific stages that block the goal.

Sources

Sarah Gibbons · Nielsen Norman Group · 2018; 2026 reviewed edition

Context: International reference; verify the application environment

Source checked: 2026-10-07

Independent editorial summary and source link; the original text is not republished.

Related personas

Translation status

Editorial English translation of the Korean edition. No professional translation or occupational expert review has been completed. Translation does not change the source jurisdiction.

Translation prepared: 2026-10-09 · Source fingerprint: kb-e792c31a9198e7c4

API