A Journey Map for Customer Success replaces the traditional sales funnel. Funnels have long been used to calculate conversion at each stage of the purchase cycle, but they don't cut it anymore.

Unlike sales funnels, Journey Mapping is not linear. Customers can jump from one phase to another based on multiple factors. They will interact with some touch-points and miss others entirely.

A Journey Map is a framework that enables you to improve your customer experience from a customer perspective.

Journey Mapping is equipped with real customer data, behavioural stages, touch-points for interaction, resourcing, sentiment, and more. It allows you to determine the moments that help customers succeed.

When you're finished building one, here's what it could look like:

A Journey Map isn't something you should do once and never look at again. Likewise, it isn't something that should be done in a silo and validated at the end of this guide.

Rather, your entire team should come together to provide different perspectives to establish a complete map. You should also put your Journey Map into action through every section to see if it fits with real customers and predicts the results you're currently seeing.