What should the structure of a customer journey map ensure?

The structure of a customer journey map should be logical and chronological to effectively illustrate the customer's experience from their perspective. A well-structured map allows stakeholders to understand each phase of the customer's interaction with a product or service, starting from their initial awareness through to purchase and beyond. This chronological flow helps identify key touchpoints, emotions, pain points, and opportunities for improvement at each stage, facilitating a clearer analysis of the overall customer experience.

When a customer journey map is logical and follows a chronological sequence, it creates a coherent narrative that can guide strategic decisions aimed at enhancing customer satisfaction. This structure not only clarifies the progression of customer interactions but also aligns the insights gained from the map with actionable business strategies.

In contrast, abstract and broad maps may lack the specificity needed to drive actionable insights. Eliminating all technical jargon can improve clarity but isn't a primary focus of the mapping structure itself. Similarly, while addressing various customer personas is important, the overarching structure still needs to adhere to a logical and chronological format for it to be effective.