This document discusses customer journey mapping. It defines a customer journey map as a visualization of the process a person takes to accomplish a goal. Customer journey maps have two powerful tools: visualization and storytelling. The document discusses when and why companies should create customer journey maps, including to shift perspective to be outside-in, break down silos, assign ownership of touchpoints, target specific customers, and understand quantitative data. It provides examples of key elements of customer journey maps and qualitative research methods used. Finally, it outlines rules for creating a successful customer journey map, such as establishing goals, basing it on truth, collaborating, focusing on facts before visualization, and making the end product interactive.