Customer journey

Customers pursue “journeys”, which are simple stories about how they move from their current situation toward a future situation. These journeys can be broken into stages that represent typical activities associated with part of a journey, which may be captured in a story map.  The journey is a broad description of common phases that customers move through. Each phase can involve a different context.

A customer journey involves a context (where the customer is) and a job they face: an activity, a goal, and a decision. Customer journeys are important for helping to decide the right delivery channel and the right content to support the needs of the audience.

Content supports customer journeys, helping customers be informed about options, and helping them make decisions.