Customer journey mapping involves understanding the customer experience at each stage of their journey and dividing the journey into stages. It defines what customers need at each stage, who is involved, and plans activities to provide customers with what they want, when and where they want it. Mapping also plans for issues, assesses costs and measures effectiveness to improve the customer experience, increase satisfaction and reduce business costs.

1. Customer journey mapping Jury’s Inn 29 April 2010

2. Garage

7. Understanding how customers want to transact, how many convert from each stage to the next, via which media and at what cost will give you your marketing ROI, the value of each customer at every stage and justify everything you spend. Routes to market %? %? %? %? %? %? %? %? %? %? %? %? %? %? %?

8. Routes to market map