kundereisekart

Kundereisekart, or customer journey map, is a visual tool used in service design and customer experience management to illustrate the sequence of steps a customer takes when interacting with a product or service. It follows the customer’s perspective over time, from initial awareness through consideration, purchase, onboarding or use, support, and potential advocacy. The map typically combines stages, actions, touchpoints, channels, goals, emotions, pain points, and opportunities for improvement.

Kundereisekart helps organisations understand how customers experience interactions across departments and channels, identify friction points, and align teams around a shared view of the journey. It supports prioritisation of improvements and informs design decisions, process changes, and internal communication.

Common elements include stages or phases; customer goals at each stage; customer actions; touchpoints and channels; the customer’s pain points and emotional responses; metrics or signals; ownership for improvements; and potential opportunities. Maps can be created for a current state or a future state, and may be based on personas or combined with service blueprint techniques to show backstage processes.

Creation of a kundereisekart relies on research such as customer interviews, surveys, analytics, and workshop sessions. Data is synthesized into a narrative or diagram that shows the journey, often with lanes for channels or departments. While useful, journeys are not strictly linear and maps can oversimplify. They should be treated as living documents that evolve with new data and changing offerings.