Client Journey Mapping is the process of exploring the end-to-end pathway your client takes when they do business with your firm. It factors in the actions, thoughts, feelings, and expectations from the client’s perspective across a timeline. From their initial phase of awareness through post-purchase evaluation, It helps firms identify pain points, opportunities for innovation and improvement in the customer service and experience.
The combination of in-depth/detailed personas and journey mapping provides a comprehensive view of the customer experience. Personas help to contextualize the customer's journey by incorporating unique characteristics and behaviors of different types of customers business segments.
Journey management brings customer journey maps together with analytics and tools for a comprehensive understanding of the entire customer journey.