Customer scenarios are translated into easy-to-understand journey maps to help you identify the most relevant channels at a particular moment and/or for a particular need.
Combined with Personas, customer journeys help you structure your own reflections about how you best meet specific customer needs. This leads to service improvement.
Customer journeys are described in co-creation with you, involving your own customers or users.
Negative into positive
By having a clearer view on the moments of truth on the customer journey, you can anticipate moments of negative emotions and turn them into positive feelings. In this way, you increase customer loyalty.