Customer Journey Map

 | April 24, 2018 12:00 am |

What is a Customer Journey Map?

91% of customers who have had a negative experience will not do business with that company again. A negative customer experience stems from a disconnect in a customer’s reality versus their expectation.

A customer journey map is a tool used to illustrate both customer expectation and their reality throughout the sales process. It emphasizes gaps in the process that can be used to elevate the customer experience which, in turn, increases closing ratios and sales.

An Educational Institution Example

A private educational institution was interested in exploring their sales process for opportunities to improve their closing ratio for enrollment. Farber simulated the real-life experience of a potential applicant to highlight the mismatch between the institution’s process and customer expectations.


Manal Khan is a consultant in the Performance Improvement practice at Farber. She can be reached at 647.796.6016 and