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Customer Journey Map

A visual depiction of the complete customer experience with a product or service, outlining stages, channels, and touchpoints where interactions occur.

Key Points

  • Shows the customer's steps from first awareness through use and support, including channels and touchpoints.
  • Exposes pain points, gaps, and opportunities that feed the product backlog and acceptance criteria.
  • Aligns cross-functional teams on desired customer outcomes and responsibilities at each stage.
  • Built from real evidence (research, analytics, interviews) and refined iteratively as learning grows.

Example

An agile team building a mobile banking app maps the path from ad click to app store, onboarding, first transfer, and help center. The map reveals drop-off during identity verification. The team adds user stories to simplify KYC steps, updates success metrics, and plans experiments to validate improvements.

PMP Example Question

Which artifact best helps an agile team visualize end-to-end customer interactions across channels to identify pain points and moments of truth?

  1. Process flow diagram for the development lifecycle
  2. Customer Journey Map
  3. Stakeholder engagement assessment matrix
  4. User story map

Correct Answer: B — Customer Journey Map

Explanation: A journey map focuses on how customers interact with the product or service across touchpoints. The process flow diagram describes internal steps, the stakeholder matrix tracks engagement levels, and the user story map organizes product functionality.

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