A customer journey map shows the steps a person takes to reach a goal with a business, along with their questions, actions, and experiences at each stage. It may start before the first enquiry and continue through purchase, use, and follow-up. A map should represent a specific audience and situation, using customer evidence wherever possible.
Teams use the map to find moments where information is missing, hand-offs fail, or expectations change. For example, a prospect may understand the website but become confused by the quote process. The map helps connect marketing decisions to the service people actually receive. REX lists audience journeys among its Brand Strategy work.