Learn in the textbookMarketing Fundamentals and Understanding Customers
DefinitionA customer journey map (カスタマージャーニーマップ) lays out, in time order, the customer's actions, thoughts, feelings, and touchpoints at each stage, from first learning about a product through buying and using it to staying on or recommending it.
ExplanationWhen building one, you usually pick a single persona (ペルソナ), a typical customer profile, and draw the journey from that person's point of view. Comparing thoughts and feelings stage by stage shows where customers hesitate or become unhappy, which points to ways to improve CX.
AnalogyIt is like keeping a travel diary of when, where, what you did, and how you felt from departure to return, then fixing the tiring parts when you plan the next trip.
Memory hookJourney means a trip: treat the customer's shopping as a trip and draw its itinerary.