> For the complete documentation index, see [llms.txt](https://wiki.anatomyofmarketing.org/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://wiki.anatomyofmarketing.org/the-aom-model/layer-two-fundamentals/brand-strategy/audience/journey-map-s.md).

# Journey Map(s)

### What is it?

A Journey Map is a visual tool that traces a customer's experience across a defined set of touchpoints and stages, from an initial trigger through to a specific outcome. It makes the customer's perspective visible to the whole organisation and surfaces the gaps between what the business intends and what the customer actually experiences.

***Also known as:*** *Customer Journey Map, Experience Map, Service Blueprint, CX Map*

### Why it matters

Most organisations understand their own internal processes well and their customers' actual experience poorly. A Journey Map closes that gap by making the customer's perspective the organising logic rather than the business's internal structure. When teams across the organisation share a common view of the customer journey, decisions about product, service, content, and channel become easier to align. Without it, each team optimises its own touchpoint without understanding how it fits into the whole.

### When it matters most

Journey Maps are most valuable when a business is experiencing customer satisfaction issues it cannot trace to a single cause, when it is designing or redesigning a product or service experience, or when it is trying to align multiple teams around a shared view of the customer. They are also useful when entering a new market or serving a new audience whose path to purchase and experience of the product is not yet well understood.

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### AoM Connected Tools

{% content-ref url="/pages/5p0MHPG6tQU8bbeH7uBk" %}
[Journey Maps](/the-aom-model/layer-three-connected-tools/brand-strategy-tools/journey-maps.md)
{% endcontent-ref %}

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