← DictionaryJourney Map
also called customer journey map
A documented map of stages, actions, questions and touchpoints across a customer journey.
The journey drawn out so gaps become obvious.
What It Is
Journey Map sits on the Marketing side of the work, in the Funnel area. The working definition is simple: a documented map of stages, actions, questions and touchpoints across a customer journey.
It is a repeatable structure, which means it only pays off when it is actually followed through instead of quoted. That is the version worth keeping, because it survives contact with a real project.
How It's Used
Journey Map comes up in campaign planning, channel choices and the reporting that follows them. It normally appears alongside Customer Journey, Brand Touchpoint and Funnel. The practical test is whether anyone can follow it without the person who wrote it in the room.
Why It Matters
Getting Journey Map wrong is expensive in a quiet way. When it is unclear, spend keeps moving but nobody can say what it bought. Clarity here removes a surprising amount of downstream argument.
Picture flat-pack instructions. Boring, and much faster than improvising. The journey drawn out so gaps become obvious.
Termshift™
How the meaning shifts depending on who is using it, and where.
Professionally, Journey Map carries the narrow meaning: a documented map of stages, actions, questions and touchpoints across a customer journey.
Explained to someone with no marketing background, Journey Map is the journey drawn out so gaps become obvious.
The Bottom Line
Treat Journey Map as a decision, not a description. The journey drawn out so gaps become obvious.