Customer journey mapping is the process of tracking and describing all the experiences that customers have as they encounter a service or try to complete a task, taking into account not only what happens to them but also their responses to their experiences. Once the steps are mapped out it shows where the 'touchpoints' are and where improvements can be made.

Pros:

• Allows organisations to understand how customers define and experience services from their own point of view
• Becomes easier to identify specific points which need to be improved

Cons

• Will need to create maps for different customers - one map won't suffice for all
• Customers don't always follow the map