2.2. Customer Journey Mapping (CJM)

Customer journey mapping (CJM) is the process of tracking and describing all the experiences that customers have as they encounter a service or set of services, taking into account not only what happens to them, but also their responses and experiences.

  • CJM may be used for small scale interactions with services or for more in-depth experiences.

  • CJM usually occurs as a one off event but could be re-visited with the same customer to gauge the effectiveness of improvements introduced as a result of their first journey mapping.

  • CJM is also useful for developing and strengthening service provider customer care and communication skills.


Example of how CJM can be used (Erika Gavillet, 2012)

Objectives, scope and journey type



Customer type


Moments of truth






Key journey steps






Post interview

Waiting to hear

Actions, feelings, thoughts and reactions at each step


Nervous. Confused and anxious – can’t get in. Worried about being late, being in the wrong place, wrong time. Unprepared, rushed and wet

Cancelled – not according to plan. Seems disorganised – WHY isn’t the person in? Isn’t the interview important? How do I know if I like the place?

Nervous. Long wait considering you haven’t had a tour and the interview was for 9am. Not a good impression. Nerves grow.

Only the chair introduces himself. Who are the others? Feel told off when you ask a question.

Hang about. Unsure whether to go. What about your tour? These people seem disorganised and unbothered about your experience

Do you really want to work for these people?





Face to face



Have a staff member arrive early to greet candidates. Signage to show them they are at the right place

 Make sure people are early with a back up for tour. Make them comfortable, hang up coats, offer a drink. Show where the toilet is.

Try to keep to schedule – the first interview shouldn’t be running behind!

Introduce ALL panel members. Answer questions when they are asked.

Make sure someone explains what happens next, and there is someone to see the person off the premises.



See also: