customer journey mapping

Definition

Creating elaborate diagrams showing every touchpoint a customer encounters with your brand, from blissful ignorance to purchase and beyond. It's like stalking, but with Post-it notes and the pretense of empathy.

Example Usage

Our customer journey mapping revealed that users encounter 73 touchpoints before purchase, which explains why our attribution model looks like spaghetti.

Origin

Adapted from user experience design in the 2000s, formalized as a marketing practice in the 2010s

Fun Fact

The average B2B customer journey involves 27 touchpoints across multiple channels, making attribution a mathematical nightmare and educated guessing game.

Source: Customer experience and marketing strategy

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