Jobs to be done

A customer journey map is a visual document that shows the stages a customer moves through when interacting with a company. It’s built from the customer’s outside-in perspective, not from internal process design. A usable map includes defined stages, such as awareness, consideration, purchase, and support. It also includes the touchpoints within each stage, the customer’s goals and actions, their emotional state, and points of friction. This differs from a service blueprint, which maps the internal systems, staff, and processes operating behind each touchpoint. Customer journey mapping fails most often when teams build maps from internal assumptions about customer behavior, instead of actual contact records, support transcripts, and feedback data.

Voice of customer is the discipline of turning reviews, support tickets, surveys, and conversations into operational decisions. The distinguishing feature of a working programme is the closed loop: findings reach the team that can fix the cause, and the resulting change is measured against contact volume.