The picture has been modified to remove confidential information, but it shows a circular depiction of a customer journey shown here as representing the purchase of a cell phone service plan.

As the picture shows, the Customer Journey Map organizes the customer experience into three steps, including initial purchase, customer experience, and loyalty decision. Within each step, there are a series of activities. At the end of the process, the customer has a decision to either renew or to switch.

You can also see other examples of customer journey maps at lots of websites, including in this article in Harvard Business Review on mapping the customer journey.

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