A customer journey map is necessary for understanding the engagement of your market.  It tells the story of the experience from the customers’ point of view rather than the business’ perspective on how they think business is performing. Customer journey maps form a visual for the thought process going on in your customers mind stemming from the initial impression, to the inner monologue that convinces them to make it to the point of purchase or not. The journey highlights areas of weakness and strength which can be interpreted as your customers unvoiced opinion and thus allows you to gather data in a compiled form that explains how your market actually perceives your brand. Having this information is crucial to identifying how satisfied or unsatisfied your market is. With that in mind, you can begin to touch base with the items in your business that truly matter and require your immediate attention. A customer journey map is helpful in finding where in your planned customer experience you excel and where there is room for improvement. 


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