GLOSSARY

The sequence of interactions, decisions and experiences a person has while pursuing a goal with or around an organisation.

Understanding journeys helps teams coordinate fragmented functions, locate friction and prioritise improvements around customer goals instead of isolated channel metrics.

A B2B team maps the path from problem recognition through research, consultation, contracting, onboarding and support, combining interviews with analytics and service records.

Journey maps are models, not complete records of every customer. Assumption-led maps, over-broad personas, linear stage models and stale evidence can conceal variation; findings require ongoing validation with real customers and data.

A journey spans touchpoints, channels and time rather than following an internal department or funnel alone. Teams reconstruct it from research, behavioural data and operational evidence, then map stages, actions, needs, emotions, pain points and supporting processes.