# 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
[Journey Mapping 101](https://www.nngroup.com/articles/journey-mapping-101/) 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
  [Product designer](https://personawiki.app/en/personas/designer) · [Content marketer](https://personawiki.app/en/personas/content-marketer) · [Customer success manager](https://personawiki.app/en/personas/customer-success-manager)

## 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
[Korean source](https://personawiki.app/knowledge/customer-journey)

## API
[JSON document](https://personawiki.app/api/v1/knowledge/customer-journey?lang=en)