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Journey mapping 101.

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December 9, 2018 2018-12-09

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Journey maps are a common UX tool. They come in all shapes, sizes, and formats. Depending on the context, they can be used in a variety of ways. This article covers the basics: what a journey map is (and is not), related terminology, common variations, and how we can use journey maps.

In This Article:

Definition of a journey map, key components of a journey map, journey-map variations, why use journey maps.

Definition: A journey map is a visualization of the process that a person goes through in order to accomplish a goal.

In its most basic form, journey mapping starts by compiling a series of user actions into a timeline. Next, the timeline is fleshed out with user thoughts and emotions in order to create a narrative. This narrative is condensed and polished, ultimately leading to a visualization.

Basic Journey Map

The terms ‘user journey map’ and ‘customer journey map’ can be used interchangeably. Both reference a visualization of a person using your product or service.

While the argument can be made that the term ‘customer’ does a disservice to the method (because, especially for certain business-to-business products, not all of end users are technically customers, i.e., product buyers), alignment on what you call the map is far less important than alignment on the content within the map.

Journey maps come in all shapes and sizes. Regardless of how they look, journey maps have the following 5 key elements in common:

Scenario + Expectations

Journey phases, actions, mindsets, and emotions, opportunities.

The actor is the persona or user who experiences the journey. The actor is who the journey map is about — a point of view. Actors usually align with personas and their actions in the map are rooted in data.

Provide one point of view per map in order to build a strong, clear narrative. For example, a university might choose either a student or a faculty member as actor — each would result in different journeys. (To capture both viewpoints, the university will need to build two separate maps, one for each of the two user types.)

The scenario describes the situation that the journey map addresses and is associated with an actor’s goal or need and specific expectations. For example, one scenario could be switching mobile plans to save money, and expectations for it include to easily find all the information needed to make a decision.

Scenarios can be real (for existing products and services) or anticipated — for products that are yet in the design stage.

Journey maps are best for scenarios that involve a sequence of events (such as shopping or taking a trip), describe a process (thus involve a set of transitions over time), or might involve multiple channels .

Journey phases are the different high-level stages in the journey. They provide organization for the rest of the information in the journey map (actions, thoughts, and emotions). The stages will vary from scenario to scenario; each organization will usually have data to help it determine what these phases are for a given scenario.

Here are some examples:

  • For an ecommerce scenario (like buying Bluetooth speakers), the stages can be discover, try, buy, use, seek support.
  • For big (or luxury) purchases (like buying a car), the stages can be engagement, education, research, evaluation, justification.
  • For a business-to-business scenario (like rolling out an internal tool), the stages could be purchase, adoption, retention, expansion, advocacy.

These are behaviors, thoughts, and feelings the actor has throughout the journey and that are mapped within each of the journey phases.

Actions are the actual behaviors and steps taken by users. This component is not meant to be a granular step-by-step log of every discrete interaction. Rather, it is a narrative of the steps the actor takes during that phase.

Mindsets correspond to users’ thoughts, questions, motivations, and information needs at different stages in the journey. Ideally, these are customer verbatims from research.

Emotions are plotted as single line across the journey phases, literally signaling the emotional “ups” and “downs” of the experience. Think of this line as a contextual layer of emotion that tells us where the user is delighted versus frustrated.

Opportunities (along with additional context such as ownership and metrics) are insights gained from mapping; they speak to how the user experience can be optimized. Insights and opportunities help the team draw knowledge from the map:

  • What needs to be done with this knowledge?
  • Who owns what change?
  • Where are the biggest opportunities?
  • How are we going to measure improvements we implement?

Customer Journey Map Example

There are several concepts closely related and thus easily confused with journey maps.

It is important to note that this section is only meant to help your personal understanding and clarification of these terms. It is not advised to debate or attempt to shift a whole organization’s language to abide by the definitions stated here. Instead, use these definitions to guide you towards aspects of another method that your team has not previously considered.

Journey Map vs. Experience Map

Think of an experience map as a parent to a journey map. A journey map has a specific actor (a singular customer or user of a product) and specific scenario (of a product or service), while an experience map is broader on both accounts — a generic human undergoing a general human experience.

The experience map is agnostic of a specific business or product. It’s used for understanding a general human behavior; in contrast, a customer journey map is specific and focused on a particular business or product.

For example, imagine the world before the ridesharing market existed (Uber, Lyft, Bird, or Limebike, to name a few). If we were to create an experience map of how a person gets from one place to another, the map would likely include walking, biking, driving, riding with a friend, public transportation, or calling a taxi. Using that experience map we could then isolate pain points: unknown fares, bad weather, unpredictable timing, paying in cash, and so on. Using these pain points, we would then create a future journey map for specific product: how does a particular type of user call a car using the Lyft app?

Journey Map vs. Service Blueprint

If journey maps are the children to experience maps, then service blueprints are the grandchildren. They visualize the relationships between different service components (such as people or processes) at various touchpoints in a specific customer journey.

Think of service blueprints as a part two to customer journey maps. They are extensions of journey maps, but instead of being focused on the user (and taking the user’s viewpoint), they are focused on the business (and take its perspective).

For the Lyft scenario above, we would take the journey map and expand it with what Lyft does internally to support that customer journey. The blueprint could include matching the user to a driver, contacting the driver, calculating fares, and so on.

Journey Map vs. User Story Map

User stories are used in Agile to plan features or functionalities. Each feature is condensed down to a deliberately brief description from a user’s point of view; the description focuses on what the user wants to do, and how that feature will help. The typical format of a user story is a single sentence: “As a [type of user], I want to [goal], so that [benefit].” For example, “As a checking account holder, I want to deposit checks with my mobile device, so that I don’t have to go to the bank.”

A user story map is a visual version of a user story. For example, take the user story above (“As a checking account holder, I want to deposit checks with my mobile device, so that I don’t have to go to the bank.”) and imagine writing out the different steps that the team plans for the user to take when using that functionality. These steps could be: logging in, beginning deposit, taking picture of check, and entering transaction details. For each step, we can document required features: enabling camera access, scanning check and auto filling numbers, and authorizing signature. In a user story map, these features are written on sticky notes, then arranged based on the product release that each functionality will be added to.

While, at a glance, a user story map may look like a journey map, journey maps are meant for discovery and understanding (think big picture), while user story maps are for planning and implementation (think little picture).

Although a journey map and user story map may contain some of the same pieces, they are used at different points of the process. For example, imagine our journey map for Lyft indicated that a pain point appeared when the user was in a large group. To address it, the team may introduce a multicar-call option. We could create a user story map to break this feature (multicar call) into smaller pieces, so a product-development team could plan release cycles and corresponding tasks.

The benefits of journey maps (and most other UX mappings ) are two-fold. First, the process of creating a map forces conversation and an aligned mental model for the whole team. Fragmented understanding is a widespread problem in organizations because success metrics are siloed; it is no one’s responsibility to look at the entire experience from the user’s standpoint. This shared vision is a critical goal of journey mapping, because, without it, agreement on how to improve customer experience would never take place.

Second, the shared artifact resulting from the mapping can be used to communicate an understanding of your user or service to all involved. Journey maps are effective mechanisms for conveying information in a way that is memorable, concise, and that creates a shared vision. The maps can also become the basis for decision making as the team moves forward.

Journey mapping is a process that provides a holistic view of the customer experience by uncovering moments of both frustration and delight throughout a series of interactions. Done successfully, it reveals opportunities to address customers’ pain points, alleviate fragmentation, and, ultimately, create a better experience for your users.

Additional articles are available, discussing: 

  • When to create customer journey maps
  • The 5-step process
  • Journey mapping in real life

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Home » Digital Adoption » Process Map vs. Journey Map: Key Differences

Process Map vs. Journey Map: Key Differences

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  • Updated February 9, 2023

Process map

A process map and a journey map can each be useful, but they each have a different use case.

In this post, we’ll learn about the difference between these two business tools, what their advantages are, and how to make the most of each one.

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Process maps and journey maps are clearly defined tools, so before implementing either, it is important to clearly understand those differences.

Process Maps

A process map is a visual representation of a business process.

That business process can be a simple workflow belonging to an individual employee, or it can be a complex business process being performed by multiple departments.

Processes can be mapped using several methods, including:

  • Flowcharts , which use geometric shapes and lines to outline the business process
  • Swim lanes, which break a business process down by the functions that contribute to it
  • Value streams, which are diagrams that take a top-down perspective of business processes

There are several reasons why process maps have become standard in many organizations.

For instance, process maps:

  • Allow viewers to quickly understand a business process. Process maps may be used or reviewed by a large number of people, particularly for complex processes in an enterprise setting. Therefore, it is important to create a diagram that can be understood simply by looking at it. Doing so allows viewers to quickly grasp the process, while also reducing ambiguity – a problem that can occur when using words alone to document processes.
  • Can be used to analyze processes and improve upon them. Workflow and process efficiency can have a significant impact on employee productivity , organizational performance, business agility, and more. One of the key benefits of process maps is that they streamline process improvement and make it easy to optimize resources, tasks, time, money, and all other elements that are part of a process.
  • Provide a common, unambiguous language that can be used to discuss processes. Since processes can be viewed by so many people, it is important to describe them in a way that anyone can understand. The use of notation systems, such as BPMN , ensures that everyone understands exactly what a process map is describing. If, on the other hand, each process map uses its own design language and terminology, process mapping can have the opposite of its intended effect – namely, it can make processes more difficult to understand, analyze, and standardize.

In short, process maps are useful from an engineering perspective. They allow managers, enterprise architects, business process managers, and other professionals to understand, analyze, and measure processes. 

Journey Maps

Journey maps are used to diagram a person’s experience, such as the the experience of a customer, an employee, or an app user.

For instance, journey maps may outline:

  • A customer’s pathway to purchase
  • The product adoption process
  • The employee life cycle

Depending on who creates them, process maps may differ in detail and scope. 

Some may cover an entire user experience from beginning to end. Others, however, may only cover small segments of a journey.

Likewise, some maps may be extremely detailed, while others may be more general.

That being said, there are many elements common to many journey maps, such as:

  • Clearly defined goals and objectives for each stage
  • Stages for the journey laid out along a timeline
  • Descriptions of the typical individual undertaking the journey
  • Metrics and KPIs that can help measure the process’s performance

Journey maps can be used by a wide variety of professionals, from UI designers to marketers to product developers to employee experience managers.

Choosing Between Process Maps and Journey Maps

Asking these questions can make it easy to decide which tool to use:

  • Am I designing a product, experience, or service ?
  • Is my map going to be used by a team of specialists?
  • Does my map describe the perspective of the end recipient of the process?

Answering yes to these questions would suggest that you need a journey map. After all, journey maps are typically used by specialists to create better experiences for the end user – hence the term “journey map.”

On the other hand, if you answer yes to any of these questions, you may need a process map:

  • Is my goal to understand and/or optimize a business process?
  • Will this map be used or viewed by those outside of a specialized team?
  • Does the map make use of a common notation or language?
  • Does the map focus on the events and activities within a workflow ?

Though there is some overlap between the two, choosing the right tool shouldn’t be too difficult.

The key difference between the two is this: process maps describe those performing the process, while journey maps are built around those experiencing the end result of a process.

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Customer Journey Map vs. Process Map: What’s the Difference?

Updated: April 7, 2024 by iSixSigma Staff

journey process meaning

What is a Customer Journey Map?

A customer journey map is a diagram that visually represents the various steps a customer goes through in engagement with your company. This can be with a product, service, online and in-person interaction, or a combination.

The Benefits of a Customer Journey Map

A customer journey map has a wealth of benefits. It allows for the optimization of the customer onboarding process. It helps in comparative analysis in regard to the desired experience of the customer as opposed to the experience they are actually receiving. Customer journey maps also serve as a mechanism to help understand differences in buyer personas as they move from being a prospective customer to a buyer. Your business also benefits from customer journey maps by creating a logical order for the journey of your buyers. It also simply helps you understand your customers better.

How to create a Customer Journey Map

An important thing to note about customer journey maps is that they are often not linear. The reason for this is that buyers rarely take a linear point A to point B approach in their buyer journey. There is regular back-and-forth and cyclical activity. This being the case, customer journey mapping can be difficult to visualize, which has led business leaders to employ a variety of methods to illustrate it. Before creating a customer journey map, an extensive process of data collection should take place.

This data collection process begins with drafting the path a customer should take with your business to reach a goal. List each stage of the typical buying process horizontally. These stages are problem recognition, information search, evaluation of alternatives, purchase decision, purchase, and post-purchase evaluation.

You will also include user actions, mapping details about what the customer does during each stage of the buying process.

Emotions will also be included. If the journey is long or complicated, your customer will likely feel a range of emotions throughout. This could range from excitement about the purchase to remorse for missing out on a sale. Having emotions as part of the map can help you direct negative or positive emotions during the journey so that any negativity is not directed towards your brand. Including pain points as part of the map can help you track at which points any negative emotions occurred and determine their cause.

You will also want to include touchpoints on your map, so it is important to know what these are. These are the instances where your customer comes in direct contact with your business, thereby having the chance to form an opinion.

With all of that data collected, here are the steps involved in the actual creation of your customer journey map using that data.

  • Set clear objectives.
  • Make profiles of your personas and their goals.
  • Highlight your target customers.
  • List all touchpoints.
  • Identify elements you want your map to express.
  • Take stock of all resources, currently available and those that are needed.
  • Take the customer journey yourself.
  • Make the changes that are needed.

What is a Process Map?

A process map is a visual representation of all the steps involved in a particular process. It can be quite detailed and also contain timelines.

The Benefits of a Process Map

With a process map, you can illustrate the flow of information and materials, make clear all the tasks that are associated with a process, all the decisions that need to be made along the way, when exactly the steps need to be taken, and the relationships between them.

How to Create a Process Map

In creating a process map, you will first identify the problem, the process that needs visualization. This will be the title of the document and be put at the top. You will then brainstorm the activities that will be included, the level of detail to include, and who does what as well as when. Next, you will decide on boundaries, meaning when the process will start and stop. Then, you sequence the steps. After this, you will assign a corresponding shape to each element. Typically, ovals show the beginning/end of a process, rectangles show an activity, arrows represent the direction of flow, diamonds show a decision point, and parallelograms show inputs/outputs. Finally, you will review the process map with your team to ensure there is consensus.

Customer Journey Map vs Process Map: What’s the Difference?

Customer journey maps and process maps both illustrate flow. They are looking at an experience from two different perspectives. Process maps tend to take the view of the company, while customer journey maps look at experiences from the perspective of the customer. A process map typically uses terms and jargon that are internal to the company and would not likely make much sense to a customer, while a customer journey map uses the language of the customer to describe their own individual experience interacting with your business.

Customer Journey Map vs Process Map: Who would use A and/or B?

There are many instances when a process map is preferred, particularly when a business needs to address internal processes in order to enhance the customer experience. The key ingredient missing that puts a process map at a disadvantage, however, is that it lacks the major benefit of looking at your product/service through the actual eyes of the customer. A customer journey map can be used to figure out what steps in the manufacturing or marketing process need to be addressed in order to better the experience of the customer.

Choosing Between Customer Journey Map and Process Map: Real World Scenarios

A company that creates one-of-a-kind memorabilia creates a customer journey map to get a better view of the experience of its customers in the purchasing of their memorabilia. This includes all the steps from the customer seeing an online ad, clicking a link to be navigated to the company website, browsing through the custom options available, interacting with a customer service representative, waiting on the delivery of the order, and so on. It is determined that too many customers have the same experience of having to wait too long for the fulfillment of their orders. In response, the company opts to create a process map in order to see where adjustments can be made to steps in the workflow in order to cut down on the wait time until order fulfillment, thereby improving the overall customer experience.


For most companies, the best strategy is to utilize both process maps and customer journey maps in tandem. This way, you get the internal perspective of the company from the process map as well as be able to have an understanding of the experiences of the customer through a customer journey map.

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Understanding the Distinction: Travel, Trip, and Journey Explained

Zackary Hooper

Understanding the Distinction: Travel, Trip, and Journey Explained

Ever find yourself scratching your head over when to use ‘travel’, ‘trip’, or ‘journey’? Me too. In fact, these terms are commonly misused by even the most well-traveled folks among us.

Table of Contents

As an English language aficionado and travel enthusiast, I dove deep into linguistic resources to clear up this confusion once and for all. This blog will guide you through the nuances of these three words , helping you navigate your way to flawless English usage in any travel context .

Ready for departure?

Key Takeaways

  • Travel refers to going to a place, especially far away.
  • Trip involves traveling from one place to another, usually for a short period of time.
  • Journey implies traveling from one place to another without necessarily returning.
  • Proper usage of these terms is essential in effectively conveying our experiences.

Definition and Differences between Travel, Trip, and Journey

Travel is a verb that means going to a place, especially far away, while trip refers to the process of traveling from one place to another, usually for a short time. Journey, on the other hand, implies traveling from one place to another without necessarily returning.

Travel as a verb meaning to go to a place, especially far away

Travel, as a verb, emphasizes the act of moving from one location to another. This movement often involves significant distance between the two points. For instance, you might say you are traveling to Europe or Asia from America – places that are undoubtedly quite far from each other.

Notably, travel doesn’t always require a return trip; it merely notes the action of going somewhere far . Even voyages into space can be considered travel! So next time you utter “I love to travel,” note that this phrase speaks volumes about your passion for exploring distant destinations and embracing new experiences on a broader geographic scale .

Trip as the process of traveling from one place to another, usually for a short time

When we talk about a trip, we’re referring to the act of traveling from one place to another. It’s usually for a short period of time and involves moving between different locations .

Think of it as going on a vacation or taking a quick getaway. A trip can be as short as a day or extend over several days, but it generally doesn’t involve staying in one place for an extended period.

So whether you’re heading out on a road trip with friends or catching a flight to explore new cities, remember that a trip is all about the process of getting from point A to point B , enjoying the journey along the way.

Journey as traveling from one place to another, not necessarily returning

A journey is all about the experience of traveling from one place to another, without the expectation of returning . It can be a long and exciting adventure, with multiple destinations along the way.

Unlike a trip or travel, which often involves going somewhere and then coming back, a journey implies forward movement and exploration . It’s like embarking on a voyage of discovery, where you’re eager to see what lies ahead and open to new experiences.

Whether it’s backpacking through Europe or sailing around the world, a journey offers endless possibilities for exploration and self-discovery .

Common Uses and Examples of Travel, Trip, and Journey

– Travel: “I love traveling to different countries , experiencing new cultures and exploring exotic destinations.

– Trip: “We took a weekend trip to the beach, enjoying sun-kissed days and relaxing by the seaside.”

– Journey: “His journey across the desert was filled with challenges and self-discovery as he embarked on a soul-searching adventure.”

Travel: “I love to travel to different countries.”

I absolutely adore exploring different countries . Experiencing new cultures, trying unique cuisines , and immersing myself in unfamiliar landscapes is what makes travel so thrilling for me.

Whether it’s wandering through ancient ruins in Greece or hiking through the vibrant jungles of Costa Rica, I find immense joy in venturing beyond my comfort zone and discovering all that the world has to offer.

Travel opens my eyes to different perspectives and allows me to create lasting memories that I cherish forever.

Trip: “We went on a business trip to New York.”

Last week, I had the opportunity to go on a business trip to New York . It was an exciting experience that allowed me to explore the bustling city and meet with important clients . During the trip, we visited various companies , attended conferences , and even had some time to enjoy the sights and sounds of New York.

Being able to immerse myself in a different environment for a short period of time was both refreshing and educational. Overall, it was a successful trip that helped us strengthen our professional relationships and achieve our business goals.

Journey: “His journey around the world took him three years.”

I embarked on a three-year journey around the world, exploring new cultures and experiencing incredible adventures along the way. From bustling cities to remote villages, my journey allowed me to immerse myself in different landscapes and meet fascinating people from all walks of life.

It was a transformative experience that broadened my horizons and shaped my perspective on the world.

Clarifying Misuses of Travel, Trip, and Journey

Many people mistakenly use the term “travel” for short distances, but it should be reserved for going to faraway places. To understand the proper usage of these words, read on!

Incorrect uses of travel: “He traveled to the grocery store.”

Using the word “travel” to describe a short trip to the grocery store is incorrect. Travel usually refers to going to a distant place, especially far away. So, it’s important to use this term appropriately and not for everyday local trips like grocery stores.

Proper uses of the terms: “I traveled to Europe.”

I traveled to Europe for my summer vacation. It was an exciting travel experience filled with new cultures, delicious food, and breathtaking sights. The proper use of the term “travel” in this context refers to going somewhere far away , especially to a different country or continent .

In this case, I embarked on an adventure from my home country to Europe, immersing myself in each destination’s rich history and vibrant atmosphere. Traveling to Europe broadened my horizons and created memories that will last a lifetime.

Understanding the Nuances between Travel, Trip, and Journey

Understanding the Nuances between Travel, Trip, and Journey

Travel, trip, and journey may seem similar, but they each have their own nuances. Read on to delve deeper into the distinctions between these terms and how to use them correctly in your everyday conversations.

Travel focuses on the action of going to a distant place.

Travel allows us to embark on exciting journeys to faraway destinations. It is the act of physically moving from one place to another , often to distant locations . Whether it’s exploring a new country , immersing ourselves in different cultures , or experiencing thrilling adventures , travel is all about the exhilarating action of venturing beyond our comfort zones .

So pack your bags and get ready for an incredible journey filled with unforgettable experiences!

Trip emphasizes the process of traveling and staying in a place.

A trip is all about the journey itself and the experience of being in a specific place . It focuses on the process of traveling from one location to another, while also emphasizing the time spent staying in that particular place.

Whether you’re taking a short weekend trip to a nearby city or embarking on a week-long vacation, a trip is about immersing yourself in new surroundings and enjoying everything that destination has to offer.

Journey implies a longer and more significant travel experience.

When embarking on a journey, you can expect a more extensive and meaningful travel experience . Unlike a simple trip or travel, a journey often involves exploring multiple destinations or pursuing a specific purpose .

It encompasses the idea of venturing into the unknown and embracing new challenges along the way. Whether it’s an epic road trip across several countries or a spiritual pilgrimage to sacred sites, a journey offers an opportunity for personal growth and transformation .

It allows you to immerse yourself in different cultures , navigate unfamiliar terrain, and create lasting memories. So if you’re seeking an adventure that goes beyond mere transportation from point A to point B, set out on a journey that will take you further and leave an indelible mark on your soul.

Conclusion and Importance of Using the Correct Terms

Understanding the distinctions between travel , trip, and journey is crucial in accurately conveying our experiences . By using these terms correctly, we can communicate more effectively and avoid confusion .

So whether we’re embarking on a short trip or a life-changing journey , let’s remember to use the right words to describe our adventures ! Keep exploring and keep traveling!

1. What is the difference between travel, trip, and journey?

Travel refers to the act of going from one place to another, while a trip is a specific instance of traveling for a particular purpose or destination. A journey, on the other hand, implies a longer and more meaningful experience that may involve personal growth or transformation.

2. Can you give examples of each term – travel, trip, and journey?

Sure! Travel can include activities like flying to a different country or taking a road trip across states. A trip could be going on vacation to Disneyland or visiting family over the holidays. And a journey might involve backpacking through Europe for several months or embarking on a spiritual retreat.

3. Is there any overlap between these terms?

Yes, there can be some overlap between these terms depending on context. For example, someone’s “trip” may also be considered their “journey” if it involves self-discovery or exploration. Similarly, long-term travel experiences may encompass both the notions of “travel” and “journey.”

4. How does understanding the distinction between these terms help in communication?

Understanding the distinction between travel, trip, and journey helps in effective communication as it allows us to accurately describe our experiences and intentions when discussing our travels with others. It provides clarity and avoids confusion by using appropriate terminology when sharing stories or making plans involving different types of travel experiences.

About the author

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I’ve been fortunate to visit over fifty countries, each journey leaving a unique footprint on my life’s map. From bustling cities to serene nature trails, I’ve immersed myself in different cultures and experiences, constantly broadening my understanding of the world. On this site, I share my travel stories, tips, and insights, hoping to inspire others to embark on their own journeys. Join me as we uncover the beauty of our planet, one adventure at a time. Please reach out here if you need to get in touch.

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Process vs. Journey — What's the Difference?

Process vs. Journey — What's the Difference?

Difference Between Process and Journey

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Customer Journey Maps

What are customer journey maps.

Customer journey maps are visual representations of customer experiences with an organization. They provide a 360-degree view of how customers engage with a brand over time and across all channels. Product teams use these maps to uncover customer needs and their routes to reach a product or service. Using this information, you can identify pain points and opportunities to enhance customer experience and boost customer retention.

“ Data often fails to communicate the frustrations and experiences of customers. A story can do that, and one of the best storytelling tools in business is the customer journey map.” — Paul Boag, UX designer, service design consultant & digital transformation expert

In this video, Frank Spillers, CEO of Experience Dynamics, explains how you can include journey maps in your design process.

  • Transcript loading…

Customer Journey Maps – Tell Customer Stories Over Time

Customer journey maps are research-based tools. They show common customer experiences over time To help brands learn more about their target audience. 

Maps are incredibly effective communication tools. See how maps simplify complex spaces and create shared understanding.

Unlike navigation maps, customer journey maps have an extra dimension—time. Design teams examine tasks and questions (e.g., what-ifs) regarding how a design meets or fails to meet customers’ needs over time when encountering a product or service. 

Customer journey maps should have comprehensive timelines that show the most essential sub-tasks and events. Over this timeline framework, you add insights into customers' thoughts and feelings when proceeding along the timeline. The map should include: 

A timescale - A defined journey period (e.g., one week). This timeframe should include the entire journey, from awareness to conversion to retention.

Scenarios - The context and sequence of events where a user/customer must achieve a goal. An example could be a user who wants to buy a ticket on the phone. Scenarios are events from the first actions (recognizing a problem) to the last activities (e.g., subscription renewal).

Channels – Where do they perform actions (e.g., Facebook)?

Touchpoints – How does the customer interact with the product or service? What actions do they perform?

Thoughts and feelings – The customer's thoughts and feelings at each touchpoint.

A customer journey map helps you understand how customer experience evolves over time. It allows you to identify possible problems and improve the design. This enables you to design products that are more likely to exceed customers’ expectations in the future state. 

Customer Journey Map

How to Create a Customer Journey Map for Exceptional Experiences?

An infographic showcasing seven steps to create customer journey maps.

© Interaction Design Foundation, CC BY-SA 4.0

Define Your Map’s Business Goal

Before creating a customer journey map, you must ask yourself why you're making one in the first place. Clarify who will use it and what user experience it will address.

Conduct Research

Use customer research to determine customer experiences at all touchpoints. Get analytical/statistical data and anecdotal evidence. Leverage customer interviews, surveys, social media listening, and competitive intelligence.

Watch user researcher Ditte Hvas Mortensen talk about how user research fits your design process and when you should do different studies. 

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Review Touchpoints and Channels

List customer touchpoints (e.g., paying a bill) and channels (e.g., online). Look for more touchpoints or channels to include.

Make an Empathy Map

Pinpoint what the customer does, thinks, feels, says, hears, etc., in a given situation. Then, determine their needs and how they feel throughout the experience. Focus on barriers and sources of annoyance.

Sketch the Journey

Piece everything—touchpoints, timescale, empathy map output, new ideas, etc.). Show a customer’s course of motion through touchpoints and channels across the timescale, including their feelings at every touchpoint.

Iterate and Refine

Revise and transform your sketch into the best-looking version of the ideal customer journey.

Share with Stakeholders

Ensure all stakeholders understand your map and appreciate how its use will benefit customers and the organization.

Buyer Journey vs User Journey vs Customer Journey: What's the Difference?

You must know the differences between buyer, user, and customer journeys to optimize customer experiences. A customer journey map is often synonymous with a user flow diagram or buyer journey map. However, each journey gives unique insights and needs different plans.

Customer Journey

The customer journey, or lifecycle, outlines the stages a customer goes through with a business. This journey can vary across organizations but includes five key steps:

1. Awareness : This is the first stage of the customer journey, where the customers realize they have a problem. The customer becomes aware of your brand or product at this stage, usually due to marketing efforts.

2. Consideration : Once customers know about your product or service, they start their research and compare brands.

3. Purchase : This is the stage where the customer has chosen a solution and is ready to buy your product or service.

4. Retention : After the purchase, it's about retaining that customer and nurturing a relationship. This is where good customer service comes in.

5. Advocacy : Also called the loyalty stage, this is when the customer not only continues to buy your product but also recommends it to others.

The journey doesn't end when the customer buys and recommends your solution to others. Customer journey strategies are cyclical and repetitive. After the advocacy stage, ideally, you continue to attract and retain the customers, keeping them in the cycle. 

There is no standard format for a customer journey map. The key is to create one that works best for your team and product or service. Get started with customer journey mapping with our template:

This customer journey map template features three zones:

Top – persona and scenario. 

Middle – thoughts, actions, and feelings. 

Bottom – insights and progress barriers.

Buyer Journey

The buyer's journey involves the buyer's path towards purchasing. This includes some of the steps we saw in the customer journey but is specific to purchasing :

1. Awareness Stage : This is when a prospective buyer realizes they have a problem. However, they aren't yet fully aware of the solutions available to them.

2. Consideration Stage : After identifying their problem, the buyer researches and investigates different solutions with more intent. They compare different products, services, brands, or strategies here.

3. Decision Stage : The buyer then decides which solution will solve their problem at the right price. This is where the actual purchasing action takes place.  

4. Post-Purchase Evaluation : Although not always included, this stage is critical. It's where the buyer assesses their satisfaction with the purchase. It includes customer service interactions, quality assessment, and attitudinal loyalty to the brand.

All these stages can involve many touchpoints, including online research, social media interactions, and even direct, in-person interactions. Different buyers may move through these stages at different speeds and through various channels, depending on a wide range of factors.

User Journey

The user journey focuses on people's experience with digital platforms like websites or software. Key stages include:

1. Discovery : In this stage, users become aware of your product, site, or service, often due to marketing efforts, word-of-mouth, or organic search. It also includes their initial reactions or first impressions.

2. Research/Consideration : Here, users dig deeper, exploring features, comparing with alternatives, and evaluating if your offering suits their needs and preferences.

3. Interaction/Use : Users actively engage with your product or service. They first-hand experience your solution's functionality, usability, and usefulness to achieve their goal.

4. Problem-solving : If they encounter any issues, how they seek help and resolve their issues fall into this stage. It covers user support, troubleshooting, and other assistance.

5. Retention/Loyalty : This stage involves how users stay engaged over time. Do they continue using your product, reduce usage, or stop altogether? It includes their repeated interactions, purchases, and long-term engagement over time.

6. Advocacy/Referral : This is when users are so satisfied they begin to advocate for your product, leaving positive reviews and referring others to your service.

Download this user journey map template featuring an example of a user’s routine. 

User Journey Example

Understanding these stages can help optimize the user experience, providing value at each stage and making the journey seamless and enjoyable. 

Always remember the journey is as important as the destination. Customer relationships start from the first website visit or interaction with marketing materials. These initial touchpoints can influence the ongoing relationship with your customers.

A gist of differences between customer, buyer, and user journeys.

© Interaction Design Foundation, CC BY-SA 3.0

Drawbacks of Customer Journey Maps

Customer journey mapping is valuable yet has limitations and potential drawbacks. Recognize these challenges and create more practical and realistic journey maps.

Over-simplification of Customer Experiences

Customer journey maps often risk simplifying complex customer experiences . They may depict varied and unpredictable customer behaviors as straightforward and linear. This simplification can lead to misunderstandings about your customers' needs and wants. As a result, you might overlook customers' diverse and unique paths. 

Always remember that real customer experiences are more complex than any map. When you recognize this, you steer clear of decisions based on simple models.

Resource Intensity

Creating detailed customer journey maps requires a lot of resources and time. You must gather extensive data and update the maps to keep them relevant. This process can strain small businesses or those with limited resources. 

You need to balance the need for comprehensive mapping with available resources. Efficient resource management and prioritization are crucial to maintaining effective journey maps.

Risk of Bias

Creating customer journey maps carries the inherent risk of biases . These biases can arise from various sources. They can impact the accuracy and effectiveness of the maps. 

Alan Dix, an expert in HCI, discusses bias in more detail in this video.  

Common biases in customer journey mapping include:

Assumption Bias: When teams make decisions based on preconceived notions rather than customer data.

Selection Bias: When the data doesn’t represent the entire customer base..

Confirmation Bias : When you focus on information that supports existing beliefs and preferences. Simultaneously, you tend to ignore or dismiss data that contradicts those beliefs.

Anchoring Bias : Relying on the first information encountered (anchor) when making decisions.

Overconfidence Bias : Placing too much trust in the accuracy of the journey map. You may overlook its potential flaws.

These biases may misguide the team, and design decisions based on these maps might not be effective.

To address these biases, review and update journey maps with real user research data. Engage with different customer segments and gather a wide range of feedback to help create a more accurate and representative map. This approach ensures the journey map aligns with actual customer experiences and behaviors.

Evolving Customer Behaviors

Customer behaviors and preferences change with time. A journey map relevant today can become outdated. You need to update and adapt your maps to reflect these changes. This requires you to perform market research and stay updated with trends and customer feedback. 

Getting fresh data ensures your journey map stays relevant and effective. You must adapt to evolving customer behaviors to maintain accurate and valuable customer journey maps.

Challenges in Capturing Emotions

Capturing emotions accurately in customer journey maps poses a significant challenge. Emotions influence customer decisions, yet you may find it difficult to quantify and represent them in maps. Most journey maps emphasize actions and touchpoints, often neglecting the emotional journey. 

You must integrate emotional insights into these maps to understand customer experiences. This integration enhances the effectiveness of customer engagement strategies. You can include user quotes, symbols such as emojis, or even graphs to capture the ups and downs of the users’ emotions..

Misalignment with Customer Needs

Misalignments in customer journey maps can manifest in various ways. It can impact the effectiveness of your strategies. Common misalignments include:

Putting business aims first, not what customers need.

Not seeing or serving the varied needs of different customer types.

Not using customer feedback in the journey map.

Thinking every customer follows a simple, straight path.

Engage with your customers to understand their needs and preferences if you want to address these misalignments. Incorporate their direct feedback into the journey map. This approach leads to more effective customer engagement and satisfaction.

Over-Reliance on the Map

Relying too much on customer journey maps can lead to problems. These maps should serve as tools rather than definitive guides. Viewing them as perfect can restrict your responsiveness to customer feedback and market changes. Treat journey maps as evolving documents that complement direct customer interactions and feedback. 

Make sure you get regular updates and maintain flexibility in your approach. Balance the insights from the map with ongoing customer engagement. This approach keeps your business agile and responsive to evolving customer needs.

Data Privacy Concerns

Collecting customer data for journey mapping poses significant privacy concerns. Thus, you need to create a balance. You must adhere to data protection laws and gather enough information for mapping. 

You need a careful strategy to ensure customer data security. Stay vigilant to adapt to evolving privacy regulations and customer expectations. This vigilance helps maintain trust and compliance.

Learn More about Customer Journey Maps

Take our Journey Mapping course to gain insights into the how and why of journey mapping. Learn practical methods to create experience maps , customer journey maps, and service blueprints for immediate application.

Explore this eBook to discover customer journey mapping .

Find some additional insights in the Customer Journey Maps article.

Questions related to Customer Journey Maps

Creating a customer journey map requires visually representing the customer's experience with your product or company. Harness the strength of visual reasoning to understand and present this journey succinctly. Instead of detailing a lengthy narrative, like a book, a well-crafted map allows stakeholders, whether designers or not, to grasp the journey quickly. It's a democratized tool that disseminates information, unifies teams, and aids decision-making by illuminating previously unnoticed or misunderstood aspects of the customer's journey.

The customer journey encompasses five distinct stages that guide a customer's interaction with a brand or product:

Awareness: The customer becomes aware of a need or problem.

Consideration: They research potential solutions or products.

Purchase: The customer decides on a solution and makes a purchase.

Retention: Post-purchase, the customer uses the product and forms an opinion.

Advocacy: Satisfied customers become brand advocates, sharing their positive experiences.

For a comprehensive understanding of these stages and how they intertwine with customer touchpoints, refer to's in-depth article .

A perspective grid workshop is a activity that brings together stakeholders from various departments, such as product design, marketing, growth, and customer support, to align on a shared understanding of the customer's journey. These stakeholders contribute unique insights about customer needs and how they interact with a product or service. The workshop entails:

Creating a matrix to identify customers' jobs and requirements, not initially linked to specific features.

Identifying the gaps, barriers, pains, and risks associated with unmet needs, and constructing a narrative for the journey.

Highlighting the resulting value when these needs are met.

Discuss the implied technical and non-technical capabilities required to deliver this value.

Brainstorming possible solutions and eventually narrowing down to specific features.

The ultimate aim is to foster alignment within the organization and produce a user journey map based on shared knowledge. 

Learn more from this insightful video:

Customer journey mapping is vital as it harnesses our visual reasoning capabilities to articulate a customer's broad, intricate journey with a brand. Such a depiction would otherwise require extensive documentation, like a book. This tool offers a cost-effective method to convey information succinctly, ensuring understanding of whether one is a designer or lacks the time for extensive reading. It also helps the team to develop a shared vision and to encourage collaboration.  Businesses can better comprehend and address interaction points by using a journey map, facilitating informed decision-making and revealing insights that might otherwise remain obscured. Learn more about the power of visualizing the customer journey in this video.

Pain points in a customer journey map represent customers' challenges or frustrations while interacting with a product or service. They can arise from unmet needs, gaps in service, or barriers faced during the user experience. Identifying these pain points is crucial as they highlight areas for improvement, allowing businesses to enhance the customer experience and meet their needs more effectively. Pain points can relate to various aspects, including product usability, communication gaps, or post-purchase concerns. Explore the detailed article on customer journey maps at Interaction Design Foundation for a deeper understanding and real-world examples.

Customer journey mapping offers several key benefits:

It provides a holistic view of the customer experience, highlighting areas for improvement. This ensures that products or services meet users' needs effectively.

The process fosters team alignment, ensuring everyone understands and prioritizes the customer's perspective.

It helps identify pain points, revealing opportunities to enhance user satisfaction and loyalty.

This visualization allows businesses to make informed decisions, ensuring resources target the most impactful areas.

To delve deeper into the advantages and insights on journey mapping, refer to Interaction Design Foundation's article on key takeaways from the IXDF journey mapping course .

In design thinking, a customer journey map visually represents a user's interactions with a product or service over time. It provides a detailed look at a user's experience, from initial contact to long-term engagement. Focusing on the user's perspective highlights their needs, emotions, pain points, and moments of delight. This tool aids in understanding and empathizing with users, a core principle of design thinking. When used effectively, it bridges gaps between design thinking and marketing, ensuring user-centric solutions align with business goals. For a comprehensive understanding of how it fits within design thinking and its relation to marketing, refer to Interaction Design Foundation's article on resolving conflicts between design thinking and marketing .

A customer journey map and a user journey map are tools to understand the experience of users or customers with a product or service.

A customer journey map is a broader view of the entire customer experience across multiple touchpoints and stages. It considers physical and digital channels, multiple user personas, and emotional and qualitative aspects.

A user journey map is a detailed view of the steps to complete a specific task or goal within a product or service. It only considers digital channels, one user persona, and functional and quantitative aspects.

Both are useful to understand and improve the experience of the users or customers with a product or service. However, they have different scopes, perspectives, and purposes. A customer journey map provides a holistic view of the entire customer experience across multiple channels and stages. A user journey map provides a detailed view of the steps to complete a specific task or goal within a product or service.

While user journeys might emphasize specific tasks or pain points, customer journeys encapsulate the entire experience, from research and comparison to purchasing and retention. 

Customer journey maps and service blueprints are tools to understand and improve the experience of the users or customers with a product or service. A customer journey map shows the entire customer experience across multiple touchpoints and stages. It focuses on the front stage of the service, which is what the customers see and experience. It considers different user personas and emotional aspects.

A service blueprint shows how a service is delivered and operated by an organization. It focuses on the back stage of the service, which is what the customers do not see or experience. It considers one user persona and functional aspects. What are the steps that the customer takes to complete a specific task or goal within the service? What are the channels and devices that the customer interacts with at each step?

For an immersive dive into customer journey mapping, consider enrolling in the Interaction Design Foundation's specialized course . This course offers hands-on lessons, expert guidance, and actionable tools. Furthermore, to grasp the course's essence, the article “4 Takeaways from the IXDF Journey Mapping Course” sheds light on the core learnings, offering a snapshot of what to expect. These resources are tailored by industry leaders, ensuring you're equipped with the best knowledge to craft impactful customer journey maps.

Literature on Customer Journey Maps

Here’s the entire UX literature on Customer Journey Maps by the Interaction Design Foundation, collated in one place:

Learn more about Customer Journey Maps

Take a deep dive into Customer Journey Maps with our course Journey Mapping .

This course will show you how to use journey mapping to turn your own complex design challenges into simple, delightful user experiences . If you want to design a great shopping experience, an efficient signup flow or an app that brings users delight over time, journey mapping is a critical addition to your toolbox. 

We will begin with a short introduction to mapping — why it is so powerful, and why it is so useful in UX. Then we will get familiar with the three most common types of journey map — experience maps, customer journey maps and service blueprints — and how to recognize, read and use each one. Then you will learn how to collect and analyze data as a part of a journey mapping process. Next you will learn how to create each type of journey map , and in the final lesson you will learn how to run a journey mapping workshop that will help to turn your journey mapping insights into actual products and services. 

This course will provide you with practical methods that you can start using immediately in your own design projects, as well as downloadable templates that can give you a head start in your own journey mapping projects. 

The “Build Your Portfolio: Journey Mapping Project” includes three practical exercises where you can practice the methods you learn, solidify your knowledge and if you choose, create a journey mapping case study that you can add to your portfolio to demonstrate your journey mapping skills to future employers, freelance customers and your peers. 

Throughout the course you will learn from four industry experts. 

Indi Young will provide wisdom on how to gather the right data as part of your journey mapping process. She has written two books,  Practical Empathy  and  Mental Models . Currently she conducts live online advanced courses about the importance of pushing the boundaries of your perspective. She was a founder of Adaptive Path, the pioneering UX agency that was an early innovator in journey mapping. 

Kai Wang will walk us through his very practical process for creating a service blueprint, and share how he makes journey mapping a critical part of an organization’s success. Kai is a talented UX pro who has designed complex experiences for companies such as CarMax and CapitalOne. 

Matt Snyder will help us think about journey mapping as a powerful and cost-effective tool for building successful products. He will also teach you how to use a tool called a perspective grid that can help a data-rich journey mapping process go more smoothly. In 2020 Matt left his role as the Sr. Director of Product Design at Lucid Software to become Head of Product & Design at Hivewire. 

Christian Briggs will be your tour guide for this course. He is a Senior Product Designer and Design Educator at the Interaction Design Foundation. He has been designing digital products for many years, and has been using methods like journey mapping for most of those years.  

All open-source articles on Customer Journey Maps

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The complete guide to customer journey stages.

12 min read If you want to turn a potential customer into a lifetime one, you’ll need to get to know every step of the entire customer journey. Here’s why the secret to customer retention lies in knowing how to fine-tune your sales funnel…

What is the customer journey?

What do we actually mean when we talk about the customer journey? Well, the simplest way to think about it is by comparing it to any other journey: a destination in mind, a starting point, and steps to take along the way.

In this case, the destination is not only to make a purchase but to have a great experience with your product or service – sometimes by interacting with aftersale customer support channels – and become a loyal customer who buys again.

stages of the customer journey

And, just like how you can’t arrive at your vacation resort before you’ve done you’ve found out about it, the customer journey starts with steps to do with discovery, research, understanding, and comparison, before moving on to the buying process.

“Maximizing satisfaction with customer journeys has the potential not only to increase customer satisfaction by 20% but also lift revenue up by 15% while lowering the cost of serving customers by as much as 20%”

– McKinsey, The Three Cs of Customer Satisfaction

In short, the customer journey is the path taken by your target audience toward becoming loyal customers. So it’s really important to understand – both in terms of what each step entails and how you can improve each one to provide a maximally impressive and enjoyable experience.

Every customer journey will be different, after all, so getting to grips with the nuances of each customer journey stage is key to removing obstacles from in front of your potential and existing customers’ feet.

Free Course: Customer Journey Management & Improvement

What are the essential customer journey stages?

While many companies will put their own spin on the exact naming of the customer journey stages, the most widely-recognized naming convention is as follows:

  • Consideration

5 customer journey stages

These steps are often then sub-categorized into three parts:

  • Sale/Purchase

It’s important to understand every part of the puzzle, so let’s look at each sub-category and stage in turn, from the awareness and consideration stage, right through to advocacy:

Customer journey: Pre-sale

In the pre-sale phase, potential customers learn about products, evaluate their needs, make comparisons, and soak up information.

Awareness stage

In the awareness stage, your potential customer becomes aware of a company, product, or service. This might be passive – in that they’re served an ad online, on TV, or when out and about – or active in that they have a need and are searching for a solution. For example, if a customer needs car insurance, they’ll begin searching for providers.

Consideration stage

In the consideration stage, the customer has been made aware of several possible solutions for their particular need and starts doing research to compare them. That might mean looking at reviews or what others are saying on social media, as well as absorbing info on product specs and features on companies’ own channels. They’re receptive to information that can help them make the best decision.

Consider the journey

Customer journey: Sale

The sale phase is short but pivotal: it’s when the crucial decision on which option to go with has been made.

Decision stage

The customer has all the information they need on the various options available to them, and they make a purchase. This can be something that’s taken a long time to decide upon, like buying a new computer, or it can be as quick as quickly scouring the different kinds of bread available in the supermarket before picking the one they want.

Customer journey: Post-sale

Post-sale is a really important part of the puzzle because it’s where loyal customers , who come back time and again, are won or lost.

Retention stage

The retention stage of the customer journey is where you do whatever you can to help leave a lasting, positive impression on the customer, and entice them to purchase more. That means offering best-in-class customer support if they have any issues, but it also means being proactive with follow-up communications that offer personalized offers, information on new products, and rewards for loyalty.

Advocacy stage

If you nail the retention phase, you’ll have yourself a customer who not only wants to keep buying from you but will also advocate on your behalf. Here, the customer will become one of the most powerful tools in your arsenal, in that they’ll actively recommend you to their friends, family, followers, and colleagues.

What’s the difference between the customer journey and the buyer’s journey?

Great question; the two are similar, but not exactly the same. The buyer’s journey is a shorter, three-step process that describes the steps taken to make a purchase. So that’s awareness , consideration, and decision . That’s where things stop, however. The buyer’s journey doesn’t take into account the strategies you’ll use to keep the customer after a purchase has been made.

Why are the customer journey stages important?

The short answer? The customer journey is what shapes your entire business. It’s the method by which you attract and inform customers, how you convince them to purchase from you, and what you do to ensure they’re left feeling positive about every interaction.

Why this matters is that the journey is, in a way, cyclical. Customers who’ve had a smooth ride all the way through their individual journeys are more likely to stay with you, and that can have a massive effect on your operational metrics.

It’s up to five times more expensive to attract a new customer than it is to keep an existing customer, but even besides that: satisfied customers become loyal customers , and customer loyalty reduces churn at the same time as increasing profits .

So companies looking to really make an impact on the market need to think beyond simply attracting potential customers with impressive marketing, and more about the journey as a whole – where the retention and advocacy stages are equally important.

After all, 81% of US and UK consumers trust product advice from friends and family over brand messaging, and 59% of American consumers say that once they’re loyal to a brand, they’re loyal to it for life.

Importantly, to understand the customer journey as a whole is to understand its individual stages, recognize what works, and find things that could be improved to make it a more seamless experience. Because when you do that, you’ll be improving every part of your business proposition that matters.

How can you improve each customer journey stage?

Ok, so this whole customer journey thing is pretty important. Understanding the customer journey phases and how they relate to the overall customer experience is how you encourage customers to stick around and spread the news via word of mouth.

But how do you ensure every part of the journey is performing as it should? Here are some practical strategies to help each customer journey stage sing…

1. Perform customer journey mapping

A customer journey map takes all of the established customer journey stages and attempts to plot how actual target audience personas might travel along them. That means using a mix of data and intuition to map out a range of journeys that utilize a range of touch points along the way.

customer journey map example

One customer journey map, for example, might start with a TV ad, then utilize social media and third-party review sites during the consideration stage, before purchasing online and then contacting customer support about you your delivery service. And then, finally, that customer may be served a discount code for a future purchase. That’s just one example.

Customer journey mapping is really about building a myriad of those journeys that are informed by everything you know about how customers interact with you – and then using those maps to discover weaker areas of the journey.

2. Listen like you mean it

The key to building better customer journeys is listening to what customers are saying. Getting feedbac k from every stage of the journey allows you to build a strong, all-encompassing view of what’s happening from those that are experiencing it.

Maybe there’s an issue with the customer sign-up experience, for example. Or maybe the number advertised to contact for a demo doesn’t work. Or maybe you have a customer service agent in need of coaching, who only makes the issue worse. By listening, you’ll understand your customers’ issues and be able to fix them at the source. That customer service agent, for example, may just feel disempowered and unsupported, and in need of the right tools to help them perform better. Fixing that will help to optimize a key stage in the customer journey.

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The key is to listen at every stage, and we can do that by employing the right technology at the right customer journey stages.

Customer surveys, for instance, can help you understand what went wrong from the people who’re willing to provide that feedback, but conversational analytics and AI solutions can automatically build insights out of all the structured and unstructured conversational data your customers are creating every time they reach out, or tweet, or leave a review on a third party website.

3. Get personal

The other side of the ‘listening’ equation is that it’s worth remembering that each and every customer’s journey is different – so treating them with a blanket approach won’t necessarily make anything better for them.

The trick instead is to use the tools available to you to build out a personalized view of every customer journey, customer journey stage, and customer engagemen t, and find common solutions.

Qualtrics experience ID

Qualtrics Experience iD , for example, is an intelligent system that builds customer profiles that are unique to them and can identify through AI, natural language processing , and past interactions what’s not working – and what needs fixing.

On an individual basis, that will help turn each customer into an advocate. But as a whole, you’ll learn about experience gaps that are common to many journeys.

Listening to and understanding the customer experience at each customer journey stage is key to ensuring customers are satisfied and remain loyal on a huge scale.

It’s how you create 1:1 experiences, because, while an issue for one person might be an issue for many others, by fixing it quickly you can minimize the impact it might have on future customers who’re right at the start of their journey.

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Related resources

Customer Journey

Buyer's Journey 16 min read

Customer journey analytics 13 min read, how to create a customer journey map 22 min read, b2b customer journey 13 min read, customer interactions 11 min read, consumer decision journey 14 min read, customer journey orchestration 12 min read, request demo.

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Ilene Strauss Cohen Ph.D.

Trusting the Process

How to enjoy the journey..

Posted September 28, 2018 | Reviewed by Ekua Hagan

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“The clouds above us join and separate, the breeze in the courtyard leaves and returns. Life is like that, so why not relax? Who can stop us from celebrating?” –Benjamin Hoff

What’s the Rush?

Is it just me, or does it seem like the more we have, the more we want? The more things we acquire and the easier things get for us, the more discontent we become. It’s like we’re always looking for the next best thing and living for tomorrow—when we’ll finally have it all—instead of living in today. The more spoiled we become as a society with technology and our cushy lifestyles, the more we complain. We dream about more, more, more, and then some more.

At a recent charity event, I met a financial advisor who deals with some pretty big time multimillionaire clients. He said that for his clients, the money is never enough; for them, making money is like a race with no finish line. They aren’t content, always looking to make more money. None of them ever seem to say, “I have enough money now, thank you.”

No one—not even multimillionaires—seems to know how to relax anymore and just enjoy the present moment. After all, it’s nearly impossible to be present when you’re in a hurry to catch the next best thing. It’s like climbing Mount Everest, reaching the top, and then doing it over and over again immediately after without ever enjoying the view. It makes me tired just thinking about it.

Everyone’s rushing to get to the top, all the while failing to realize that the “top” is just a mindset; it can be limitless if you let it be. Instead, people are in a great big hurry to get nowhere in particular. It’s like they’re running on a treadmill, trying to get to where they want to go and convincing themselves that they’ll only have worth when they reach that next “level." Everyone wants to save time getting to the top, but all they end up doing is wasting it.

In the classic book Walden , Henry David Thoreau stated: “Why should we live with such hurry and waste of life? We are determined to be starved before we are hungry. Men say that a stitch in time saves nine, and so they take a thousand stitches today to save nine tomorrow.”

Enjoy the Process

“The honey doesn’t taste so good once it is being eaten. The goal doesn’t mean so much once it is reached; the reward is not so rewarding once it is given.” – Pooh, in The Tao of Pooh

I recently re-read The Tao of Pooh by Benjamin Hoff; this short book uses Winnie the Pooh to explain the wisdom of Taoism. In the book, Hoff explains how opened Christmas presents aren’t as much fun as the process of thinking about opening them. This is pretty true, isn’t it? Every year it’s the same thing: The anticipation of Christmas is always a lot more exciting than Christmas itself, once it actually arrives.

That’s the same thing that happens with reaching a goal. Once we reach the goal, we don’t tend to enjoy it as much as we enjoyed anticipating it, and in no time at all, we’re on to the next one (and then the next one, and the next one...). Hoff offers the idea of trying to enjoy every minute of the time we spend during the process of working toward our goals. He explains, “…It is the process that makes us wise, happy, or whatever. If we do things in the wrong sort of way, it makes us miserable, angry, confused, and things like that.”

The trick is choosing the road that best suits you and finding happiness at as many stops along the way as you can. It’s important to pay attention to all the good things in our lives and enjoy them to the fullest in the here-and-now. That’ll be much more likely to bring about happiness than waiting for it to arrive after the goal is complete.

Happiness isn’t in trying to achieve goals; it’s in knowing that the process, not the outcome, is what’s most important, and that process shouldn’t be rushed. Finding happiness means taking the time to enjoy what’s around us today, appreciating that we’re alive, that today is all we have, and that the process is what really matters.

journey process meaning

Once you finally reach your goal, take time to breathe the fresh air, celebrate, and treat yourself to a pat on the back (or something shiny). However, you decide to celebrate, know that you deserve to, at least, participate in enjoying your accomplishments.

Know You Have Value

No matter how worthwhile we are, it sometimes takes us a while to recognize our own value. I think sometimes we make ourselves believe we are in a rush because we try to compete against other people. People who truly believe in themselves stop comparing themselves to other people. Growing up in Miami, I saw a lot of people in a rush to gain fame and fortune. They want to buy happiness and feel superior, but what they don’t realize is that they can be happy and have value without doing that.

You have to first be appreciative of who you are by creating a solid sense of self apart from external things, seeing your worth in the process of life instead of at the end of some goal. Some of us have gotten accustomed to looking at the bad and constantly complaining about our lives. That gives us the motivation to look for more, instead of seeing the value in what we already have, and it removes the option of being happy with our lives in the now. That’s especially easy to do when you don’t take ownership of your life. Most psychology theories teach us to look at pathology and what’s going wrong in people's lives. It isn’t surprising, therefore, that we often take on the same perspective for ourselves.

In order to make a change, you have to train yourself to look at the unique, enjoyable moments you overlook as if they don't mean anything—like the fact that you’re alive and breathing! You have to remember how special and fortunate you are.

When you know this to be true, you’ll want to experience life and enjoy the process. You’re unique, and your life has meaning. No matter who you are, you have something to be grateful for; you have something to offer other than how many goals you reach. You have to believe that and honor yourself, your dreams , and who you are.

You are a miracle, so start acting like it. Time passes quickly, and you only have this one life to live; nothing is worth you wasting that. I remind myself this whenever I have my head in the clouds or find myself trying to rush to complete something. We all deserve to experience this life the way we are in this moment, with our full essence and authenticity .

I found a quote from an unknown author that fits perfectly with what I’m saying: “Breathe, my friend, you are not old. You are young, you are not a mess, you are normal. Extraordinary, perhaps. In the blink of an eye, your life will change. And it will continue to change for decades to come. Enjoy it. Embrace it…be grateful for the ride. You are not old. You are young. And faith will get you everywhere. Just you wait.”

Ilene Strauss Cohen Ph.D.

Ilene S. Cohen, Ph.D. , is a psychotherapist and blogger, who teaches in the Department of Counseling at Barry University.

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journey process meaning

What is Journey Management and Why Does it Matter?

Journey management is a term primarily used within the mining resources and construction sectors.  it is universal terminology that is familiar to these sectors globally.  other types of phrases that can mean the same, are commute plan, journey plan or trip plan., what is journey management .

Journey Management  is a process that organisations use to manage the risks associated with people who travel.  The Oil and Gas Sector were the pioneers of during the late 1990’s and in the early 2000’s, it was becoming a commonly used term across the Mining and Oil and Gas Sectors.  Journey Management however, does have application across other industry sectors that have a workforce that travels.  There is evidence that highlights driving as one of the greatest risks to an organisation and leading cause of work related fatalities.

image of an activity of a user on a map with details and a phone icon


An origin that the journey is commencing from and the destination that the journey is concluding at.  Fatigue is a significant challenge for the Mining and Construction Sectors and so the inclusion of checkpoints would generally also be included in the plan every two hours.  Other information included in a plan is vehicle registration, passengers and in some instances a risk assessment to evaluate the level of risk associated with the environment where the journey is being undertaken and in addition the physical well-being of the traveller.


This image has an empty alt attribute; its file name is risk_assessment-169x300.png

The policies, processes and procedures surrounding a travelling workforce is termed Journey Management.  The legislative requirement for companies to apply a ‘like’ journey management process is related to obligations under the lone or remote worker.  Many countries across the globe have legislation that clearly articulates what defines a lone or remote worker .  Fundamentally, companies are required to have a process in place that if an incident occurs they have the capability to respond and/or the worker has access to appropriate communication.  For more information please visit our  SafetyIQ website .

Accidents happen and unforeseen incidents occur.   Journey Management systems are in place to safeguard the organisation from non-compliance but most importantly to be developing a culture where the safety and wellbeing of their employees is paramount.


Preparing and executing one may sound tedious and costly, but it doesn’t have to be and a lot of industry leaders acknowledge the need for this.  SafetyIQ has the capability to automate the entire process, eliminating the need for forms, buddy systems, centralised calendars, people movement boards or ‘just text me when you arrive’.  From planning the journey, completing a risk assessment to gaining approval, the entire process is automated and seamless.

We cover a range of topics in our articles - view all blogs .

SafetyIQ’s journey management software can help to control the risks and protect your people. 

Journey management software program can allow employers to be instantly alerted when an employee has not checked-in.

From planning the journey, completing a risk assessment to gaining approval, the entire process is automated and seamless with SafetyIQ.

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The Journey Part 1: The Process

The Journey Part 1: The Process

One of the most helpful ways of thinking about the Christian life is to see it as a journey. The Bible itself is richly textured with this image. Perhaps the greatest of those was the forty-year journey of the people of Israel from their harsh captivity in Egypt to the promised land of Canaan. Elsewhere, we read of Abraham stepping out in faith to leave the land of his ancestors, and go to a place chosen by God. He did not know where he was going, but he knew who he would be travelling with – and that was good enough for him.

We also read of pilgrims, setting out to travel to Jerusalem, daunted by the thought of the mountains they must climb and the harsh conditions they will face – and yet consoled by the thought of the presence of God as they travel. We read of the people of Jerusalem returning home after their long period of exile in Babylon. The New Testament relates how the earliest term used to refer to Christians was ‘those who belong to the Way’ ( Acts 9:2 ). They were to be seen as travelers on their way to the New Jerusalem.

Thinking of the Christian life as a journey through the world offers us a vivid and helpful way of visualizing the life of faith. It reminds us that we are going somewhere. We are on our way to the New Jerusalem. It encourages us to think ahead, and look forward with anticipation to the joy of arrival. One day we shall finally be with God, and see our Lord face to face!

Yet traveling does more than lead us to our goal. The journey is itself a process, which enables us to grow and develop as we press on to our goal. To travel is certainly about finally achieving journey’s end, with all the joy and delight that this will bring - but it is also about experiencing and encouraging personal and spiritual growth within us as we travel. Journeying is a process which helps our development as people and as believers.

How? Well, in one sense, the people who complete the great journey of faith are the same as those who began it. Yet in another sense, they are different, in that they have been changed by what they experience. A journey is a process of personal development, not simply a means of getting from A to B. To travel to a distant land is a purposeful and intentional matter. We must believe that this journey is worth undertaking. The journey itself offers us the chance to deepen our commitment to its object. As we travel, we have the opportunity of reflecting on our goal, and anticipating our arrival. Anticipation of the joy of reaching that goal then becomes a means of sustaining us as we travel.

Spiritual writers of the Middle Ages used the Latin word viator to refer to the believer on the road to heaven. The word literally means ‘a wayfarer’ or ‘a traveler’ – someone who is passing through the world. The term points to the need to see oneself as a sojourner, not a settler; someone who is passing through the world, not one who expects or wants to remain there – but who is certainly prepared to lend a hand to make things better as he passes through. Jonathan Edwards put it like this in his famous sermon ‘The Christian pilgrim’:

We ought not to rest in the world and its enjoyments, but should desire heaven . . . We ought above all things to desire a heavenly happiness; to be with God; and well with Jesus Christ. . . . We ought to possess, enjoy and use [life’s opportunities], with no other view but readily to quit them, whenever we are called to it, and to change them willingly and cheerfully for heaven.

For Edwards, as for all Christians, life is to be seen as an anticipation of something more marvelous which is yet to come. Death remains; yet is no longer to be feared. It is to be seen as the removal of the final barrier between the believer and the rapturous encounter with the living God. This book is about this journey of faith, and the ways in which we can draw closer to God before we finally meet him face to face. It is perhaps the greatest journey that can ever be undertaken, and brings immense satisfaction and fulfillment to those who make it.

4 Things Contentment Is and 4 Things Contentment Is Not

4 Things Contentment Is and 4 Things Contentment Is Not

In this short series of pieces, I propose to explore some aspects of this great adventure which we call the journey of faith. I hope to offer some thoughts that will help to make sense of things, and also to offer encouragement as we travel. To begin with, we shall explore the importance of maps in helping us undertake a journey.

 Used by permission of Alister McGrath

Alister McGrath is Professor of Historical Theology at Oxford University, and President of the Oxford Center for Christian Apologetics . He has co-authored the international bestseller The Dawkins Delusion? Atheist fundamentalism and the denial of the divine (InterVarsity Press) with his wife, Joanna Collicutt McGrath, who is a psychologist. He has also authored the book  Christianity's Dangerous Idea: The Protestant Revolution from the sixteenth century to the twenty-first (HarperOne). For further information about Alister McGrath, visit his website at .

Photo Credit: ©Unsplash/lili_popper 

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Definition of journey noun from the Oxford Advanced Learner's Dictionary

  • They went on a long train journey across India.
  • to begin/continue/complete a journey
  • Many refugees made the journey alone.
  • Did you have a good journey?
  • the outward/return journey
  • We broke our journey (= stopped for a short time) in Madrid.
  • (British English) Don't use the car for short journeys.
  • It's a day's journey by car.
  • The average journey time is about 50 minutes.
  • on a journey She took her sister with her to keep her company on the journey.
  • journey from… Devizes is a two-hour journey from London.
  • journey to… It is unclear why he embarked on his final journey to Vienna.
  • (British English) I'm afraid you've had a wasted journey (= you cannot do what you have come to do) .
  • (informal) Bye! Safe journey! (= used when somebody is beginning a journey)
  • a business trip
  • a five-minute trip by taxi
  • a long and difficult journey across the mountains
  • a tour of Bavaria
  • the first expedition to the South Pole
  • We went on an all-day excursion to the island.
  • The children were on a day’s outing from school.
  • We had a day out at the beach.
  • a(n) foreign/​overseas trip/​journey/​tour/​expedition
  • a bus/​coach/​train/​rail trip/​journey/​tour
  • to go on a(n) trip/​journey/​tour/​expedition/​excursion/​outing/​day out
  • to set out/​off on a(n) trip/​journey/​tour/​expedition/​excursion
  • to make a(n) trip/​journey/​tour/​expedition/​excursion
  • destination
  • measures to cut the number of car journeys into the city
  • He is planning a journey through Europe this summer.
  • People were crammed onto ships for the dangerous journey across the Atlantic.
  • Dawn was breaking as we set out on the last leg of our journey.
  • Few people have made this journey and lived to tell the tale.
  • He made the emotional journey back to the house he grew up in.
  • He wrote a column chronicling his journeys around the Americas.
  • Her search took her on an incredible journey across the world.
  • The bus driver told us where to change buses for our onward journey.
  • The bus journey from London to Athens took 60 hours.
  • The journey continued in silence.
  • The journey takes about five hours.
  • They continued their journey on foot.
  • They doubted that he would survive the journey to the nearest hospital.
  • They were on a journey to the Far East.
  • This is the story of the first astronauts and their journey into the unknown.
  • take (somebody)
  • be tired after a journey
  • be tired from a journey
  • a leg of a journey

Take your English to the next level

The Oxford Learner’s Thesaurus explains the difference between groups of similar words. Try it for free as part of the Oxford Advanced Learner’s Dictionary app

journey process meaning

Home Blog The Marketing Journey – From Start to Finish

The Marketing Journey – From Start to Finish

April 25, 2022 Edwin Kooistra

When we talk about the marketing journey, we’re trying to visualize the start point, the different steps taken, and the purchase point in a product or service’s lifecycle. It goes on further when we go into customer relationship management and develop a strong bond with existing customers.

This journey comprises multiple touchpoints within the customer-client sphere and with different direct and indirect stakeholders. Therefore, it is essential to understand this process and learn how various elements within it work together in cohesion to achieve the result that is customer need satisfaction.

Journey marketing is, at its heart, a revolutionary shift in how marketers perform marketing, how they contact their customers and the knowledge they supply to them. 

In practice, it means shifting away from more traditional, broad-based (some might say haphazard) correspondence and toward highly targeted messages that are personalized for a specific customer’s or prospect’s unique stage in their entire life cycle voyage with a brand, from awareness and participation to engagement, experience, and expansion.

In this article, we shall explore the true essence of customer journey mapping and how it aligns with the consumer’s final decision, along with best practices and templates that you can adopt as a tech business owner to help you understand journey mapping and its importance.

What Is Customer Journey Mapping?

Marketing customer journey map

Marketing customer journey map helps a business owner, especially in the tech industry, put things into perspective. Marketing customer journey is visualized through customer journey mapping. The cycle of developing a customer journey map, a visual tale of your customers’ interactions with your business, is known as customer journey mapping (also known as user journey mapping). 

The customer journey refers to the consumer’s path to a purchase decision via touchpoints in marketing. This exercise assists firms in putting themselves in the shoes of their customers and viewing their business through their eyes. It enables you to acquire insights into specific client pain areas and how to alleviate them. 

A buyer does not generally decide to buy an item the first time they hear about it. Customers typically examine a product or brand numerous times before deciding on an action, referred to in marketing as a touchpoint. First, all potential consumer touchpoints are identified, such as a website, social platforms, and contact with marketing and sales personnel. These touchpoints then guide the consumer journey. 

It is challenging to map the user experience in offline advertising since it is typically hard to determine where each visitor learned about a business and why they are there. A qualitative survey may be able to reveal the causes. Suggestions from family or friends, flyers, or a newspaper advertisement are all possible explanations.

Customer journey mapping is essential for improving the consumer experience since it is a strategic method to understand consumer expectations better. 

Customer journey planning is vital for small and medium-sized businesses, as for giant corporations. Customer expectations are shifting for all firms, regardless of size – customers want omnichannel customer service, marketing, and sales.

Personalization is one of the most critical components of the consumer experience. According to a recent study, 87 percent of customers believe that being treated like a person rather than a number is critical to earning their business. Customer journey mapping enables SMEs to build personalized experiences at all touchpoints — for everyone, across all media.

Aligning Marketing With the Consumer Decision Journey

Customer journey marketing, especially regarding how well matched the marketing function is with the decision journey, is critical. The alignment between marketing and the consumer decision journey can be the making or breaking point of your marketing regime and business strategy.

Therefore, we must understand its importance, and continuously improve our marketing strategies to ensure a smooth running of operations. Because if your consumer decision journey doesn’t align perfectly with your marketing strategies, your business messaging and segmentation will be affected and you will also lose out in terms of your fiscal goals.

journey process meaning

The first stage is to understand how customers make decisions thoroughly. The most challenging component for most marketers is focusing strategy and expenditures on the most impactful touchpoints. 

In other circumstances, the marketing effort’s focus must shift, possibly from focusing on brand advertising during the early evaluation phase to establishing internet assets that assist customers in gaining a deeper grasp of the brand while actively evaluating it online.

You may need to reconfigure your loyalty programs to focus on active rather than inactive loyalists, or need to invest in in-store activities or word-of-mouth initiatives. 

Because of the rising complexity of the customer choice journey, practically all businesses must embrace new methods of monitoring consumer attitudes, marketing effectiveness, and the efficacy of marketing budgets across the board.

How to Create a Customer Journey Map?

Now that we have developed an understanding of what a marketing journey is and its importance in the business framework, we shall look at how to create a customer journey map by incorporating different marketing elements.

We shall undertake the following steps for mapping our customer’s journey.

  • Developing your buyer personas
  • Determining your target market
  • Recognizing customer touchpoints
  • Listing customer actions
  • Auditing and reflecting on your business resources
  • Analysis of the customer journey itself
  • Business outcome and actionable objectives

We shall now explore these critical steps to map our customer’s journey with further detail and insight.

1. Developing Your Buyer Personas

Before building a journey map, it’s critical to have a clear goal to know whom you’re making the blueprint for and why. Buyer personas aid in defining consumer objectives by offering a more in-depth understanding of their demands and areas of interest.

Begin by sketching up a primary picture of your buyer’s character, including data such as age, gender, employment, education, income, and location. Once that’s in place, you’ll need to collect some psychographic information about your consumers. This type of data may be more challenging than demographic data, but it is important to understand client preferences, requirements, and desires.

2. Determining Your Target Market

After creating many client personas, conduct comprehensive research into each to provide a more realistic representation of their experience. Begin by evaluating their initial encounter with your business and planning out their subsequent movements. What is the most important thing to them? What are the questions they are attempting to answer?

Figure things out and be as accurate as possible. Remember, data is key. 

3. Recognizing Customer Touchpoints

A touchpoint is any encounter or interaction between your brand and customer. List all the connections in the customer journey, including the website, social networks, paid commercials, email campaigns, third-party reviews, and mentions. Which touchpoints have the highest level of engagement? Which should be optimized?

4. Listing Customer Actions

After discovering all your client touchpoints, look for common behaviors they perform at each one. By breaking down the interaction into distinct steps, you can optimize each micro-engagement and bring them farther down the funnel.

How many stages does a consumer have to take to complete their journey? Look for ways to minimize or simplify that number so that clients may attain their objectives faster. One method is to identify process impediments or pain spots and develop ways to eliminate them.

This is an excellent opportunity to put your personas to work. Understanding how a consumer thinks will help you fix issues.

5. Auditing and Reflecting on Your Business Resources

Customer journey maps portray your entire business and emphasize every resource utilized to develop the customer experience. Use your plan to determine which touchpoints require further assistance, such as customer care and delivery. 

Determine if these resources are sufficient to provide the most excellent possible client experience. That way, you can accurately predict how current or new assets (such as upgraded customer support tools) will affect your revenue and return on investment -RoI.

6. Analysis of the Customer Journey Itself

Analyzing the outcomes is an essential component of constructing a customer journey map. Take the voyage for yourself to discover if there is anything you missed or if there is still room for improvement. This will provide you with a thorough picture of your consumer’s trip.

As you analyze the data, search for touchpoints that may cause clients to leave before buying a product or where they may want further assistance. Studying your completed map should assist you in identifying areas that aren’t serving the demands of your customers and finding solutions for them.

Track your map with each buyer persona and evaluate their movements across social networks, email, and web browsing to better understand how you can build a more seamless experience.

7. Business Outcome and Actionable Objectives

Having a visual representation of the journey ensures that you consistently meet your customer’s demands at every stage while also providing your organization with clear guidance for the improvements that consumers will react to best.

Analyzing the data from your client journey map will provide you with a better understanding of the modifications you need to make to your marketing strategies to achieve your goals. Any changes you make will help you better address client pain points. You may need to prioritize tackling major hurdles before addressing smaller ones.

Once you’ve implemented your plan, revisit and adjust it frequently to keep the journey smooth. To track hurdles, employ analytics and user feedback.

Best Practices of Customer Journey Mapping

As we have now figured out how to map our customer journey, especially in terms of marketing initiatives, let us now look at the best practices for customer journey mapping.

marketing customer journey

Focus on the Real and Unsaid Human Part of the Journey

Emotion drives decisions, and the sentiment ties your company to its consumers and enables you to offer better solutions. But it’s all too easy to lose sight of the feeling, which is a significant error. You must express the customer sentiment clearly in your talks and reports. We must pay attention to what activities the consumer took, where they sought further information, and whom they spoke with.

Rethinking reporting is another method to get bosses on board. One of the most effective ways is to forego the formal report meeting, in which the research team provides a lengthy presentation to various stakeholders. Instead, organize a workshop. Bring together all the functional representatives in one room. Present your results in sections as if the customer was there.

Review the Map Regularly

It’s noteworthy to communicate that changing a customer journey is typically motivated by internal and external factors. The rate of change varies by business, but even in generally stable industries, you shouldn’t rely on a more than seven years old journey. Customers and markets, of course, fluctuate.

There is business model disruption and technological disruption, and even in the absence of trouble, new channels and new information sources can have tremendous consequences on customer thinking and behavior. If your firm has undergone a reorganization or has had a high level of turnover, you may require a new customer journey.

Strategic Division of the Map Components

Dividing can be beneficial, and it is essential if you’re part of a massive organization. A full-fledged customer journey in a large organization, particularly in a B2B company, where the customer journey encompasses a half-dozen different jobs, might take months.

It might be beneficial to choose a portion of the map as a beginning point, either to spread budgets across years or unite the team around a considerable change and a big win. Splitting the work is frequently the most excellent technique since it allows you to focus on a few critical factors while still receiving a complete picture.

Shift the Focus From Your Business to the Industry

We usually begin charting a route when a prospective buyer becomes aware of what they actually want (product/service). They have an unresolved problem, and they ultimately learn that your business has a solution – or, more crucially, that there is some form of resolution and your company is their top choice. That’s where the map begins, with a summary of the pieces of knowledge your customers examine.

You want to start affecting buyers at the product level. In other words, you care strongly about the information they discover about your product since it will directly influence whether they choose your business as a solution provider.

What Are the Benefits of Customer Journey Mapping?

The primary question business owners ask industry experts, especially in terms of the marketing funnel in the sales journey, is the benefits of mapping customers or clients’ journey with them. Let us now look at some of the top benefits and motivators as to why you should map your customer’s marketing journey.

Feel Empathy Towards Your Clients

Using a customer journey map helps you switch viewpoints and see what the sales areas are like from the customer’s point of view rather than the sales point of view. Consider using this data in the future to improve the consumer experience and change your sales and marketing strategies as needed.

Get a Unified Perspective on Their Path

Different departments in an organization may have conflicting information on a customer’s experience. A customer journey map delivers consistent information about the user’s experience with your company to all departments.

Analyze Operational or Communication Deficiencies

When you utilize a journey map, you may more readily identify service gaps in your present marketing and sales strategies.

Customer Behavior Can Be Predicted

Journey maps help forecast consumer behavior as they progress through the sales funnel. These patterns may be used to determine which types of prospects are more likely to be receptive. Knowing your target audience might assist you in deciding what you can do to help them go through the sales process.

Example Of Customer Journey Mapping

To understand the customer journey mapping process, you can see the examples below. Through these examples, you will be able to not only develop a thorough understanding of how a customer journey is mapped but you will also be able to capture in true essence how you should use this to plot different facets of customer experience.

Spotify is one of the most popular audio streaming services in the world. When Spotify sought to improve its users’ listening experience, it recruited a marketing consultancy to design a customer journey map. The purpose of this mapping exercise was to figure out where music streaming services fit in best with the user experience. A screenshot of the map is added below.

customer journey map

Amazon is one of the biggest multinational technology company, with its own technology and unique procedures in place to guide customers through the sales process. Its customer journey map is one of the most intricate in the industry, taking most individuals days to study and comprehend.

Here’s a look at Amazon’s customer conversion funnel and how the customer journey is made possible.

Amazon customer conversion funnel

As you can see, Amazon’s customer journey map is very complex. 

TurboTax is a popular online tax preparation software. When the TurboTax team was getting ready to introduce a new product called Personal Pro, they built a customer journey map to help comprehend the whole experience a customer would have with this new product. All the different stages of the customer journey are covered in the screenshot below.

TurboTax customer journey map

Template of Customer Journey Mapping

Below is an example of a template that you can use to map out your customer journey. You can use this template or transform it according to your needs. Using this template, you can map the current situation of your customer marketing journey. Thus it can help you identify possible avenues for improvement in the future and areas that require attention.

Template of Customer Journey Mapping

Components of a Customer Journey Map

A customer journey map may be created in a variety of ways. Regardless of its size or form, a journey map must have the following five components:

1. Opportunities

A customer journey map reveals areas (or opportunities) to improve the customer experience. This insight describes how product teams use information from the customer journey map.

2. Client Personas

A customer journey map is built on the user personas developed during a product discovery session. 

3. Expectations and Scenarios

The scenario of a customer map focuses on the experience itself and the unique issue addressed by the journey map. A system is linked to the customer’s ultimate purpose and individual expectations during the encounter.

4. Emotions, Attitudes, and Actions

What the customer is doing, processing, and feeling throughout the encounter are at the heart of a customer journey map. Within each phase, actions, thoughts, and emotions are planned out for each persona. These data points, once again, are based on qualitative study observations.

5. Phases of the Journey

As the name indicates,  phases are the consecutive high-level stages of the journey. The steps give the framework for organizing the remainder of the information needed to create a journey map (actions, thoughts, and emotions).

Frequently Asked Questions

What is a marketing journey.

The marketing journey is, at its heart, a revolutionary change in how sellers perform marketing, how they contact their clients, and the information they supply them.

What Is a Digital Customer Journey?

The digital customer journey is the path an online user takes from the stage of awareness to the location of purchase. Essentially, it encompasses every online encounter between the buyer and the company and the purchasing experience.

What is a Sales Journey?

When prospective customers become aware of the product they need or want, they are on the sales path. They next do research, discover relevant firms, compare items and pricing, and finally make a purchase.

Marketing journeys are constantly evolving. Journey maps enable organizations to stay connected to their consumers and solve their demands and pain areas on an ongoing basis. They present a picture of various clients, which aids in understanding the intricacies of their market and being customer-focused. Customer journey maps might vary greatly, but they all follow the same steps.

Your brand can stand out, create meaningful interaction, improve consumer experiences, and achieve positive company growth with regular updates and the proactive elimination of obstacles. After all, brand matters .

journey process meaning

Edwin Kooistra - Product Marketer & Founder

Technology can be a huge differentiator but leveraging emerging technologies can be challenging. After my degree in Business Information Technology I decided to work on the provider side of Technology, because I believe Technology providers play an important role in guiding enterprises on their digital journey. Besides helping tech businesses to optimize their growth and go-to-market strategies, I also like to write about the topic. I hope you find it useful!

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How to Find Emotional Healing

Theodora Blanchfield is an Associate Marriage and Family Therapist and mental health writer using her experiences to help others. She holds a master's degree in clinical psychology from Antioch University and is a board member of Still I Run, a non-profit for runners raising mental health awareness. Theodora has been published on sites including Women's Health, Bustle, Healthline, and more and quoted in sites including the New York Times, Shape, and Marie Claire.

journey process meaning

Ivy Kwong, LMFT, is a psychotherapist specializing in relationships, love and intimacy, trauma and codependency, and AAPI mental health.  

journey process meaning

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What Is Emotional Healing?

Tips for you as you heal.

  • Finding Emotional Healing

How Do I Know If I Am Healing?

Emotional healing happens when you can acknowledge, accept, and process difficult emotions or experiences. This process looks different for everyone, but it is possible as long as you are open to releasing expectations about what the experience will be like or what it will lead to.

The reality is that you will never be the same person you were before whatever happened that you are healing from.   That can feel scary, but that can also feel incredibly freeing as you attempt to find yourself and experience post-traumatic growth.

At a Glance

After you've gone through something painful, difficult, traumatic, or life-changing, it's essential to heal your mind as much as your body. The emotional healing process takes time, and it looks different for each person. Regardless of what you are healing from, taking steps like practicing self-compassion, practicing mindfulness, caring for your body, and trying therapy can help. Let's take a closer look at why emotional healing is so important and the steps you can take to recover emotionally from life's challenges.

Emotional healing is the process of acknowledging, allowing, accepting, integrating, and processing painful life experiences and strong emotions. It may involve empathy, self-regulation , self-compassion, self-acceptance , mindfulness, and integration.

Many people have a tendency to want to control the process of emotional healing by minimizing the pain and controlling their emotions. However, this can actually inhibit the process of emotional healing.

Emotional healing takes the time that it takes—which may be longer or shorter than you expect or plan on—if you allow it to be fully acknowledged, felt, moved through, and processed.

Emotional healing will look different for everybody, but it may include emotional regulation skills , a feeling of lightness, and stronger relationships as you can be more present with yourself and your loved ones.

When Do You Need Emotional Healing?

All people will need emotional healing at some point during their lives—we all experience challenges and difficult emotions that need processing.

Some common life stressors after which people may seek emotional healing include:

  • Loss of a loved one
  • Abuse (including emotional, physical, and sexual)

Outside of specific events, it's also possible to experience intensifying, lingering, and seemingly unshakeable anger, sadness, or anxiety that feels like it is taking over your life. These feelings may cause a functional impairment in your day-to-day life. Emotional healing may look different if symptoms are becoming chronic.

No matter what the trigger for your difficult emotions, emotional healing is possible in all of these scenarios.

Questions to Ask Yourself Before Healing

We won't sugarcoat it—emotional healing is not an easy process, but it can be incredibly rewarding for many people and help them find clarity and inspiration in life beyond whatever it is they are healing from. Here are some questions you might want to ask yourself as you embark on your healing journey.

What are you healing from? Maybe you don’t know, but you know you’d like things to be different:

  • How is not healing affecting your life?
  • What do you want your life to look like after you’ve healed?
  • If you woke tomorrow, how would you know you had healed?
  • Are you ready to heal?
  • Are you willing to sit through some discomfort in service of healing?
  • What will help you on your emotional healing journey?
  • How has not yet healing served you?
  • What can you do to make your healing journey gentle for yourself?

As you work through the healing process, here are some tips that can help:

Practice Self-Compassion

You’re not broken. It’s pretty hard to heal if you’re beating yourself up all the time. That's why showing yourself kindness and compassion can be key to your emotional healing.

Research has shown that people who practice self-compassion show more significant increases in well-being than those who don't.

Thank Yourself

Thank yourself. Yes, that’s right—thank yourself. Despite the emotional pain you’ve experienced that’s leading you on this emotional healing journey, you have made it this far. Whatever coping mechanisms you used worked for you at the time, even if they don’t work now, or weren’t the "healthiest" in the first place. 

While past coping mechanisms might not serve you now, you've made it this far. You've shown you have the strength and resolve to find new strategies that will move your forward toward healing.

Don't Go it Alone

Science shows we heal better together. Your instinct might be to go into hiding until you are "done" healing, but the reality is that your friends and family probably want to help you! Reach out to someone who feels safe.

Don’t Try to "Fix" it All at Once

Emotional healing is not simple, and whatever happened to you likely has deeper roots in you than you realized and may be affecting you in many ways. Back to being realistic: don’t expect to fix all the ways your issue or trauma has affected you all at once.

Sit Through It

This may be one of the hardest things to do. You are likely experiencing a range of deep feelings such as sadness, grief or rage. Those aren't fun emotions and it’s tempting to want to ignore them or rush through them. It will be uncomfortable, but acknowledging tough feelings is part of healing. The good news is that feelings do pass even if it doesn’t feel like they will.

Know That Progress Isn’t Linear

You may feel like you are making the best breakthroughs, and then you have a terrible day where you feel like all of your emotional healing has been undone—or that you did something wrong. If you broke a leg, you might have a bad day where you’re in pain again despite a sustained period of healing. 

Benefits of Emotional Healing

You may not like the pain that you’re in, but maybe you’re afraid to work on emotional healing because you’re afraid of what you might find in the process. This is a valid concern, but here are some of the health benefits that are associated with the positive emotions associated with healing.

  • Better cardiovascular health
  • Potentially longer lifespan 
  • Lower cortisol (stress hormone) output
  • Lower heart rate
  • Less likely to develop upper respiratory infection when exposed to a common cold or flu

If you're trying to heal your emotional pain, here are some ways that you can embark on your journey to emotional healing.

Emotional healing can be incredibly rewarding but it can also be painful in the interim. You might want to consider talking to a mental health professional who is trained in working with people on emotional healing journeys every day.

They can help you heal at a pace that is appropriate for you and provide the insight you might not be able to reach on your own. 

Get Help Now

We've tried, tested, and written unbiased reviews of the best online therapy programs including Talkspace, BetterHelp, and ReGain. Find out which option is the best for you.


When we are attempting emotional healing from something, it can be very easy to get pulled back into past events or to catastrophize what the future will be like if you don’t heal. Mindfulness practices can help you be in the present moment and see that, at this moment, you are just fine.

Journaling is often suggested—and for good reason. Research has shown that journaling may be an effective tool for building greater emotional resilience .

Allow yourself to feel the fullness of your grief, anger, pain, or loss without attaching further meaning, stories, or thoughts. This can be deeply healing and helpful in processing emotions.

Research suggests that many emotions tend to be fairly short-lived. Some last longer than others. Challenging emotions like shame , fear, disgust, boredom, and irritability tend to fade the fastest.  

This information can help emotions feel less overwhelming. When an emotion overcomes you, you can keep an eye on the clock to note how long it takes before the feeling dissipates—employing mindfulness skills in the meantime.

Notice, allow, and describe the physical sensation of the emotion moving through your body without judging it or attempting to change it. Breathe through the sensations.

You can perform exercises to ground yourself such as putting your feet on the floor, drinking a sip of water, or running cold water over your hands.

Move Your Body

As you're experiencing difficult emotions, try to move your body to help process your feelings. Move your body as it wants to move (i.e., slowly or quickly, shaking or running).

Moving the body to process stress or trauma can be seen in the animal kingdom as well. In his book "Waking the Tiger: Healing Trauma," therapist Peter A. Levine notes that in the wild, an impala that escapes its predator will instinctively "shake off" the traumatic event, regaining full movement of its body.

Helpful Therapeutic Techniques

Therapeutic techniques like somatic experiencing (SE) and trauma release exercises (TRE) can help process and move trauma and emotions from within the body. SE involves becoming aware of their internal bodily sensations and bringing awareness to them. TRE consists of a person intentionally moving their body to decrease stress levels.

Get Support

Social support can also play a vital role in emotional healing. Be open to receiving support from your community. Allow yourself to be seen, supported, and cared for by friends and loved ones.

There is no finish line to cross that signifies you are fully healed! Emotional healing can sometimes be so gradual you may not even realize how much you've healed, and others may notice it before you.

Signs of emotional healing include being able to look back at a situation without being overcome by emotion, getting better at bouncing back in the face of adversity, or simply feeling a greater sense of peace.

There may be deeper and deeper levels of emotional healing to be discovered. Do your best to live in a way that honors and supports your continued journey of emotional healing. This will allow you to experience ever-expanding emotional healing that can improve your physical, emotional, and mental health, well-being, satisfaction in life, and connection to yourself and others.

Press Play for Advice On Healing From Trauma

Hosted by therapist Amy Morin, LCSW, this episode of The Verywell Mind Podcast , featuring Holocaust survivor Dr. Edith Eger & daughter Dr. Marianne Engle shares how to heal from trauma and build resilience. Click below to listen now.

Follow Now : Apple Podcasts / Spotify / Google Podcasts

Crego A, Yela JR, Riesco-Matías P, Gómez-Martínez MÁ, Vicente-Arruebarrena A. The benefits of self-compassion in mental health professionals: A systematic review of empirical research .  Psychol Res Behav Manag . 2022;15:2599-2620. doi:10.2147/PRBM.S359382

Li F, Luo S, Mu W, et al. Effects of sources of social support and resilience on the mental health of different age groups during the COVID-19 pandemic .  BMC Psychiatry . 2021;21(1):16. doi:10.1186/s12888-020-03012-1

Babić R, Babić M, Rastović P, et al. Resilience in health and illness .  Psychiatr Danub . 2020;32(Suppl 2):226-232.

Lohner MS, Aprea C. The Resilience Journal: Exploring the potential of journal interventions to promote resilience in university students .  Front Psychol . 2021;12:702683. doi:10.3389/fpsyg.2021.702683

Verduyn P, Lavrijsen S. Which emotions last longest and why: The role of event importance and rumination . Motiv Emot . 2015;39(1):119-127. doi:10.1007/s11031-014-9445-y

Levine P. Waking the Tiger: Healing Trauma . Berkeley, CA: North Atlantic Books.

Brom D, Stokar Y, Lawi C, et al. Somatic experiencing for posttraumatic stress disorder: A randomized controlled outcome study .  J Trauma Stress . 2017;30(3):304-312. doi:10.1002/jts.22189

Berceli D, Salmon M, Bonifas R, Ndefo N. Effects of self-induced unclassified therapeutic tremors on quality of life among non-professional caregivers: A pilot study .  Glob Adv Health Med . 2014;3(5):45-48. doi:10.7453/gahmj.2014.032

By Theodora Blanchfield, AMFT Theodora Blanchfield is an Associate Marriage and Family Therapist and mental health writer using her experiences to help others. She holds a master's degree in clinical psychology from Antioch University and is a board member of Still I Run, a non-profit for runners raising mental health awareness. Theodora has been published on sites including Women's Health, Bustle, Healthline, and more and quoted in sites including the New York Times, Shape, and Marie Claire.

Cambridge Dictionary

  • Cambridge Dictionary +Plus

Meaning of journey in English

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journey noun [C] ( TRIP )

  • She gave the children some sweets to chew on during the long car journey.
  • The journey was quite quick because the road was clear .
  • I expect you'd like to rest after your long journey.
  • We did the journey to Wales in five hours .
  • The train journey took us through a valley past rolling hills .
  • break-journey
  • circumnavigation

journey noun [C] ( EXPERIENCES )

  • advance the cause
  • advancement
  • formatively
  • from A to B idiom
  • progressive
  • progressively
  • punctuated equilibrium

journey noun [C] ( BOOK )

  • absorptive capacity
  • acquisition
  • hit the books idiom
  • mug (something) up
  • non-academic
  • recognition
  • subspecialty
  • swot up (something)
  • uncredentialed
  • around Robin Hood's barn idiom
  • communication
  • super-commuting
  • transoceanic
  • well travelled

journey | American Dictionary

Examples of journey, collocations with journey.

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Translations of journey

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singing each musical note perfectly, at exactly the right pitch (= level)

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journey process meaning

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An Iowa City journey: From overcoming a tornado to a soccer state championship

journey process meaning

Iowa City Liberty's Flori Gembo vividly remembers his first encounter with a devastating tornado.

A tornado warning on March 31, 2023 pushed the then-junior soccer player out of school early so he could make his way home.

Gembo, his mom and four other siblings took shelter in their basement. When they emerged, their lives had changed dramatically.

The family noticed damage to their rooms and made their way outside. They saw their belongings scattered across the street. A sea of neighbors started to surround the Gembos' home.

“We went down to the basement just waiting until the sirens were gone, and then we just heard a loud bang out of nowhere,” Gembo recalled. “We step out, we look up and we have no roof...It was one of those experiences you know, it was a scary moment.”

The Gembo family was among many others displaced by the twister that ravaged Johnson County that night.

The devastation hit just as the boy's soccer season began, forcing Gembo to shift his focus to his family.

Even as he faced adversity, his passion for soccer never wavered.

More: The University of Iowa's journalism school is turning 100 this year. How it will celebrate:

An immigrant family reestablished its roots

Gembo, a native of the Democratic Republic of Congo, discovered soccer as a three-year-old. He watched his dad and older brother compete, quickly growing his interest.

It quickly became a passion when he moved to Cape Town, South Africa at 10 years old. There, he competed on concrete streets, learning the fundamentals of the world's game.

“Everybody’s main sport (in South Africa) is either soccer or rugby; soccer was my choice,” Gembo said. “(On concrete), you do something wrong and your foot’s bleeding, but I learned how to move off the ball, move working with the ball, talking to my teammates...that really helped me a lot.”

The Gembo spent roughly 10 years in South Africa before their mother won the Diversity Visa (DV) Lottery. The unique program awards visas to people from countries with a low immigration rate.

It paved the way for Gembo and his family to move to Iowa City in 2012.

Flori Gambo, as a Liberty freshman, immediately made an impact alongside his older brother and then-junior Joslin Gembo. Flori tallied six goals and seven assists. He followed that up with 12 goals and six assists as a sophomore.

Unfortunately, adversity struck before his much-anticipated third season hit its stride.

More: Iowa will retire Caitlin Clark's No. 22 jersey: 'There will never be another'

Living out of a hotel

After the 2023 tornado destroyed their home, the Gembo family was forced to set up shop in a nearby hotel.

The family became priority No. 1, putting soccer on a temporary hold.

Flori Gembo’s grades began to slip; forcing him to miss the first six games of the season.

“It was really difficult [for Flori] because his mind was not where it is now; his mind was in other places,” player-turned-coach Joslin Gembo said. “He lost a lot of things; a lot of memories that he created...he lost medals, trophies, rewards, and all those things that really impact a student-athlete a lot.”

Flori Gembo acknowledged how things seemed to go “downhill” after the tornado. He said he lost his focus for school, but that adversity soon became motivation.

The Lightning soccer team stumbled through a 1-5 record while Flori Gembo was out. The team's struggles pushed him to return.

Flori Gembo improved his grades while his family welcomed help from neighbors, teammates and coaches.

After missing nearly a month of action, Flori Gembo shined in his long-awaited regular season debut, scoring two goals in a 7-2 victory over Wahlert Catholic on April 27, 2023.

Soccer played a role in the healing process

Liberty head coach Matthew Harding believes soccer was key to Flori Gembo's recovery.

“I think it really served as a welcomed distraction for him to kind of get back to something that he knows something familiar when everything else in his life was so chaotic and so different than what it had been,” Harding said.

Soccer often transcends the game itself, which was evident during the 2023 season.

Whether snagging rides from the hotel to practice or contributions from a GoFundMe campaign , Flori Gembo and his family were showered with community support.

“The thing that I liked were the people around me, [they were] very helpful. Even people that I didn’t know, like the teams that we would play in the regular season, those coaches would come up to me and just ask me how I’m doing. Some of them would offer clothes and stuff,” Flori Gembo said.

Flori Gembo channeled that success and support throughout the season, helping the Lightning clinch their first Class 3A state tournament.

The magical run didn't stop once LIberty and Flori Gembo arrived in Des Moines.

An inspiring championship

The Lightning gained confidence with each victory, which was never more evident than in the state championship game against Norwalk.

The Lightning throttled the Warriors, cruising to a 5-0 shutout victory, securing the school's first state championship

The final buzzer signified yet another triumphant step in Flori Gembo and his family's recovery.

“I was lost for words...It was definitely a happy ending; going to state, having my mom there and sisters to watch me, having my brother coach me in the state tournament,” Flori Gembo said. “It was something to bring joy in our family.”

Flori Gembo was named to the 3A all-tournament team. Despite missing six games, he finished the season with 16 goals (the second-most on the team) and tied for second in assists (6).

Adversity was turned into success, built on the strength of his supportive teammates and community.

"As everything as he been going through, it was really, really emotional for him just because he been through a lot, we been through a lot and it was emotional for us lifting that trophy,” Joslin Gembo said. “It was really something he worked hard for, and I’m really proud of him as a coach, as a brother, as a family member. It’s just amazing and [the family] was just really happy for him.”

More: Solon track stars Michael Yeomans, Lilly Towne earn Press-Citizen's Athlete of the Week honors

A desire for more

Flori Gembo enters his senior season with one goal: to capture back-to-back state titles.

The challenges will be plenty, as Flori Gembo leads a new-look Liberty team filled with young underclassmen. He said the team’s approach is similar to last season, which included a lot of practice, team bonding, and conditioning.

As a team captain, Flori Gembo embodies all the little things that must be done to achieve success. From showing up early to setting up cones for drill work, Flori Gembo has become a passionate leader.

“I think he really helps set the level in training,” Harding said. “He’s not the type of kid to put anything less than his best effort in practice so just naturally that drives the other guys to lift their level as well so I’m appreciative of that.”

Flori Gembo has already enjoyed some success a few weeks into the 2024 season. He's now Liberty’s all-time leading scorer and recently committed to Wartburg College.

Not only has soccer served as a stage to display his talents, but it’s also a beacon of hope for his family.

The Gembo family repaired their home and moved back in, returning to their usual routine.

From the Democratic Republic of Congo to Cape Town, South Africa to North Liberty, Iowa, Flori Gembo has refused to waver from his love for soccer.

“(It has) been a part of my life since birth and I’ve never loved a sport like this before,” Flori Gembo said. “It means a lot. It's been my whole personality, my whole life.”

Marc Ray covers high school sports for the Iowa City Press-Citizen. Email him at [email protected] or follow him on Twitter/X @themarcszn.

'A Journey' Review: Netflix's Filipino film leaves you teary-eyed with profound emotions

MANILA, PHILIPPINES: 'A Journey', now streaming on Netflix , takes viewers on a poignant two-hour exploration of profound emotions.

It revolves around a young woman, Shane, whose cancer returns for the second time and she chooses to opt out of undergoing chemotherapy again.

Instead, she convinces her husband, Bryan, to help her check off the adventures on her bucket list. Accompanied by their close friend, Kristoff, the trio sets off on an unforgettable adventure to Tasmania.

Netflix's 'A Journey' is an emotional one

A still from 'A Journey' (@netflix)

The film delivers a deeply emotional experience, evoking tears as it portrays Shane and Bryan's heartfelt journey through the diagnosis of the deadly disease.

Despite the expected emotional moments, the film also celebrates love and enduring friendships.

It's central philosophy- "survival is not the same as living" is beautiful portrayed, emphasizing the idea that one never knows what may happen tomorrow.

There have been plenty of films made in the past with similar themes, but the portrayal of deep, sentimental human emotions can never become worn out in cinema. In fact, they are the heart of cinema, depicted across all genres.

'A Journey' doesn't bore you with monotony

Paolo Contis, Patrick Garcia and Kaye Abad  in 'A Journey' (@netflix)

The plot of the film is quite familiar and has been depicted in several films across continents.

Fortunately, RC Delos Reyes does a brilliant job of not lingering on emotional moments but maintains a steady pace, ensuring the audience remains engaged and invested in the story.

The close, fun relationship shared between the trio provides a heartfelt relief from the heavily loaded emotions of pain and grief.

Paolo Contis, Patrick Garcia and Kaye Abad share a wholesome chemistry and are quite convincing in their respective parts.

'A Journey' makes a worthwhile watch for a relaxed weekend, alone or with loved ones. Just be prepared with tissues handy for this touching ride.

'A Journey' trailer

'A Journey' is now streaming on Netflix.

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IRS Tax Tip 2024-29, April 8, 2024

The IRS has some important reminders for taxpayers who haven’t filed yet. The deadline for most taxpayers to file and pay their 2023 federal tax is April 15, 2024.

Taxpayers should file after they receive all their proper tax documents , or they risk making a mistake that could cause delays.

Prepare to file

  • Review income documents carefully. If any of the information is inaccurate or missing, taxpayers should contact the payer right away for a correction or to ensure they have the taxpayer’s current mailing or email address.
  • Organize tax records so they can easily prepare a complete and accurate tax return.
  • Check eligibility for deductions or credits . Taxpayers should understand which credits and deductions make sense for their tax situation and which records they need to show their eligibility.
  • Create an IRS Online Account to securely access information about their federal tax account, including payments, tax records and more.
  • Renew their individual taxpayer identification number or ITIN it if it's expired and is needed on a U.S. federal tax return. If taxpayers don't renew an expired ITIN, the IRS can still accept their return, but it may delay processing.

Use resources and online tools for tax help has online tools to help get taxpayers the information they need . The tools are easy to use and available 24 hours a day. There are tools to help taxpayers file and pay taxes, track tax refunds, find information about their accounts and get answers to their tax questions.

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  1. The 5 Steps of Successful Customer Journey Mapping

    journey process meaning

  2. How to Create a Customer Journey Map (With Template)

    journey process meaning

  3. What is Customer Journey Mapping & Why is it Important?

    journey process meaning

  4. ECommerce Customer Journey Map: Definition, Benefits And Structure

    journey process meaning

  5. Customer journey map: What it is and why you need one

    journey process meaning

  6. Customer journey map: What it is and why you need one

    journey process meaning


  1. How to Journey Map for beginners in 2023

  2. What is customer journey?

  3. The Journey Continues

  4. How to Pronounce Journey (Real Life Examples!)

  5. Journeys

  6. Journey & Process with Guest Prophet Jeff Hammond (Kingdom Connections)


  1. Process vs Journey: Unraveling Commonly Confused Terms

    The journey is what gives meaning to the process. In other words, the process is the means, and the journey is the end. In this article, we will explore the differences between process and journey and how they relate to personal and professional growth. We will also discuss how understanding these concepts can help you achieve your goals and ...

  2. Customer Journey Mapping 101: Definition, Template & Tips

    Customer journey vs process flow. Understanding customer perspective, behavior, attitudes, and the on-stage and off-stage is essential to successfully create a customer journey map - otherwise, all you have is a process flow. If you just write down the touchpoints where the customer is interacting with your brand, you're typically missing up to 40% of the entire customer journey.

  3. Journey Mapping 101

    Definition: A journey map is a visualization of the process that a person goes through in order to accomplish a goal. In its most basic form, journey mapping starts by compiling a series of user actions into a timeline. Next, the timeline is fleshed out with user thoughts and emotions in order to create a narrative.

  4. Journey vs Process

    As nouns the difference between journey and process is that journey is a set amount of travelling, seen as a single unit; a discrete trip, a voyage while process is a series of events to produce a result, especially as contrasted to product. As verbs the difference between journey and process is that journey is to travel, to make a trip or voyage while process is to perform a particular process.

  5. Process Map vs. Journey Map: Key Differences

    Process maps and journey maps are clearly defined tools, so before implementing either, it is important to clearly understand those differences. Process Maps. A process map is a visual representation of a business process. That business process can be a simple workflow belonging to an individual employee, or it can be a complex business process ...

  6. Customer Journey Map vs. Process Map: What's the Difference?

    Customer journey maps and process maps both illustrate flow. They are looking at an experience from two different perspectives. Process maps tend to take the view of the company, while customer journey maps look at experiences from the perspective of the customer. A process map typically uses terms and jargon that are internal to the company ...

  7. Understanding the Distinction: Travel, Trip, and Journey Explained

    Definition and Differences between Travel, Trip, and Journey. Travel as a verb meaning to go to a place, especially far away; Trip as the process of traveling from one place to another, usually for a short time; Journey as traveling from one place to another, not necessarily returning; Common Uses and Examples of Travel, Trip, and Journey

  8. Process vs. Journey

    Process. A series of actions, motions, or occurrences; progressive act or transaction; continuous operation; normal or actual course or procedure; regular proceeding; as, the process of vegetation or decomposition; a chemical process; processes of nature. Tell her the process of Antonio's end.

  9. 4 Steps to Start Living Your Life in Process

    People can develop a process-based approach to life by tending to the moment at hand, identifying the bigger picture, and savoring the journey. If there is one word you should embrace in 2022, it ...

  10. Embracing the Journey: Love the Process, Not the Goal

    Loving the process means finding fulfillment in the journey itself, recognizing that life is a mosaic of experiences, each contributing to the masterpiece of our existence. Embrace the Journey ...

  11. Customer Journey Map: Definition & Process

    Customer journey maps are visual representations of customer experiences with an organization. They provide a 360-degree view of how customers engage with a brand over time and across all channels. Product teams use these maps to uncover customer needs and their routes to reach a product or service. Using this information, you can identify pain ...

  12. Customer Journey Stages: The Complete Guide

    The buyer's journey is a shorter, three-step process that describes the steps taken to make a purchase. So that's awareness, consideration, and decision. That's where things stop, however. The buyer's journey doesn't take into account the strategies you'll use to keep the customer after a purchase has been made.

  13. Trusting the Process

    He explains, "…It is the process that makes us wise, happy, or whatever. If we do things in the wrong sort of way, it makes us miserable, angry, confused, and things like that.". The trick ...

  14. Understanding the End-to-End Customer Journey

    The goal is to get an end to end journey on paper. The Process. Here is a tried and true process for doing this that will result in the best results: COLLABORATE WITH YOUR TEAM;

  15. What is Journey Management and Why Does it Matter?

    Journey Management is a process that organisations use to manage the risks associated with people who travel. The Oil and Gas Sector were the pioneers of during the late 1990's and in the early 2000's, it was becoming a commonly used term across the Mining and Oil and Gas Sectors. Journey Management however, does have application across ...

  16. Customer Journey Map: Everything You Need To Know

    A customer journey map is a chart that displays the stages your customers experience when interfacing with your business. ... including the price and checkout process; Any post-purchase follow-up ...

  17. The Journey Part 1: The Process

    A journey is a process of personal development, not simply a means of getting from A to B. To travel to a distant land is a purposeful and intentional matter. We must believe that this journey is worth undertaking. The journey itself offers us the chance to deepen our commitment to its object. As we travel, we have the opportunity of reflecting ...

  18. journey noun

    Synonyms trip trip journey tour expedition excursion outing day out These are all words for an act of travelling to a place. trip an act of travelling from one place to another, and usually back again:. a business trip; a five-minute trip by taxi; journey an act of travelling from one place to another, especially when they are a long way apart:. a long and difficult journey across the mountains

  19. The Marketing Journey

    The cycle of developing a customer journey map, a visual tale of your customers' interactions with your business, is known as customer journey mapping (also known as user journey mapping). The customer journey refers to the consumer's path to a purchase decision via touchpoints in marketing. This exercise assists firms in putting themselves ...

  20. What is Business Process Mapping? Definition, Examples, and Sample

    5. Process Flow Diagram (PFD): This Process Flow Diagram (PFD) illustrates the flow of materials and information in a manufacturing process. It shows the sequence of steps involved in producing a product, including material handling, processing, and quality control. The PFD provides a detailed visualization of the process steps and equipment ...

  21. Journey Management: Must-Know Tips for Keeping Employees Safe

    A journey management plan is a set of official instructions, guidelines, and protocols for employees to follow while completing organization-sanctioned trips. These elements should always be included in journey management plans: Defined hazards and risk levels. Defined routes, timing, resting places, alternative plans.


    JOURNEY meaning: 1. the act of travelling from one place to another, especially in a vehicle: 2. a set of…. Learn more.

  23. How to Find Emotional Healing

    Emotional healing is the process of acknowledging, allowing, accepting, integrating, and processing painful life experiences and strong emotions. It may involve empathy, self-regulation, self-compassion, self-acceptance, mindfulness, and integration. Many people have a tendency to want to control the process of emotional healing by minimizing ...


    JOURNEY definition: 1. the act of travelling from one place to another, especially in a vehicle: 2. a set of…. Learn more.

  25. What is the Decision-Making Process? Definition, Steps, Examples, and

    Therefore, this step is crucial as it initiates the decision-making process. Decision-Making Process Steps. The decision-making process typically involves several sequential steps. Here's a breakdown of these steps: 1. Identification of the Decision: Recognize that a decision needs to be made. This could be prompted by a problem, opportunity ...

  26. An Iowa City journey: From overcoming a tornado to a soccer state

    An immigrant family reestablished its roots. Gembo, a native of the Democratic Republic of Congo, discovered soccer as a three-year-old. He watched his dad and older brother compete, quickly ...

  27. 'A Journey' Review: Netflix's Filipino film leaves you teary ...

    Netflix's 'A Journey' is an emotional one A still from 'A Journey' (@Netflix) The film delivers a deeply emotional experience, evoking tears as it portrays Shane and Bryan's heartfelt journey through the diagnosis of the deadly disease. Despite the expected emotional moments, the film also celebrates love and enduring friendships.

  28. Things to remember when filing a 2023 tax return

    Tax Tip 2024-29, April 8, 2024 — The IRS has some important reminders for taxpayers who haven't filed yet. The deadline for most taxpayers to file and pay their 2023 federal tax is April 15, 2024.

  29. O.J. Simpson's defence was a harbinger of post-truth politics

    Simpson's grim story illuminates two enduring ills. Most obviously: racial division. Simpson was black; Brown and Goldman were white. The jury that acquitted Simpson was three-quarters black.