Customer Journey: why is this marketing tool essential?

The Customer Journey is a marketing method dedicated to mapping the customer journey from purchase to use of a given product or service. This approach enables any company to comprehensively define the user experience, the various interactions and dependencies, as well as potential obstacles or opportunities leading to further refinement of the design process. Designed to anticipate the customer's experience of a product or service, the Customer Journey is an essential tool in the ideation and innovation process.

The user journey at the heart of business innovation

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A concept derived directly from marketing studies in the 1970s, the Customer Journey is defined as an approach that anticipates the various actions and interactions that take place between a user and the product/service offered by a company. This method enables those involved in the design process to define a purchasing and consumption path that will be used to define a more targeted product/service. Whether buyer or consumer, the customer has become the focus of the vast majority of marketing strategies, where his or her experience takes precedence over the function and utility of the products to be designed. At a time of diversifying services and digital marketing tools, the user experience is now a key element in the definition of a design and distribution strategy. In this context, the Customer Journey is an indispensable tool in the very definition of a customer strategy dedicated to optimizing the experience, all the more so as communication channels and interactions have multiplied with the digital revolution. 

Customize a product/service by mapping the user experience

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With its primary aim of studying the evolution of the user with regard to a product/service, the Customer Journey is an essential tool when it comes to fine-tuning design strategies and personalizing the final product so that it corresponds as closely as possible to the customer's expectations. Moreover, this method offers numerous advantages for the company, as it easily reveals the various obstacles and opportunities associated with the user's journey through the product/service consumption process. As such, it's an essential tool for understanding the customer, enabling us to better target the nature and use of a product being designed. The Customer Journey will be useful for both UX designers and product or design managers. A veritable user experience map, this method also unifies the design language and makes ideation supports accessible to a wide range of company staff.