Customer journey mapping is a process that graphically displays a customer's experiences with an organization across touchpoints. It provides insight into the customer's overall experience from beginning to end. Journey maps use pictures to represent processes that words cannot adequately capture. They help understand what products or services customers interact with, when and why they do so, and reveal strengths, weaknesses, and opportunities for growth. Effective journey maps create detailed customer personas, list guiding principles and critical touchpoints, highlight key opportunities, and provide actionable recommendations.