What Drives the Customer and How Good is Their Experience?
The concept of a customer journey can be used and communicated in many different ways. In the example above, a simple matrix collects information about each stage in the customer journey.
The matrix can easily be modified to have different journey steps, rather than the simple AIDA model in the example. Typically, it’s best to customize these steps to reflect the steps your customer takes, although the AIDA model can be useful when you don’t have as much information.
The customer journey map, however it is drawn, should include information about what you want the customer to do, what is driving them and how good their experience is today.
