What is the difference between a customer journey map and a process map?
Customer journey maps and process maps are both useful tools to understand an organisation, however they view the organisation from different perspectives. A customer journey map takes a customer-centric perspective to diagrammatically represent the customer’s interactions with the organisation by capturing all the customer’s experiences and emotions at each touchpoint. As customer journey maps use the customer’s own language and experiences, it is an extremely useful way to introduce the ‘voice of the customer’ into the organisation and helps to design with the end-user in mind. A process map takes an organisation’s perspective to depict the end-to-end flow of inputs transformated into outputs and shows the higher-level steps or activities required to carry these steps out. Process maps describe an organisation’s internal processes using terminology specific to that organisation. These maps are often developed by subject matter experts and utilised by pe