Glossary of Terms

Deepen your understanding to drive your expertise, and share with colleagues to enlighten ideas and inspire innovation. This glossary of terms will help to elevate clarity, and guide conversations that bridge gaps across teams of shared interest in customer centricity.

What is a Customer Journey Map?

A customer journey map is a visual representation of the route a customer takes across multiple touchpoints while interacting with a business. A customer journey map reflects a customer’s perspective, so it includes information about what they’re thinking and feeling during the journey and what they hope to accomplish. Organizations use customer journey maps to gain insights about customers and optimize their journeys.

Customer journeys are typically nonlinear. In fact, people can wind their way through a business’s website, retail stores, social media pages, contact center, and marketing messages before accomplishing their ultimate objective (hopefully a purchase). And customers can drop off the map at any touchpoint.

Businesses can’t map every possible journey, so they usually begin by placing all the touchpoints on the customer journey map (website, contact center, etc.). Then, they can either plot a journey for every customer persona or map the most common journeys.

In addition to including qualitative customer information (ie, what customers are thinking and feeling), customer journey maps should also contain operational data. For example, the contact center touchpoint might include statistics like average speed of answer and first call resolution rates, while the website touchpoint may include page load times or abandoned shopping cart data. Businesses should include any information that could possibly impact the customer experience (CX).

The completed map(s) should help people visualize what customers experience as they transact with their company. Good customer experience maps help identify barriers, rough transitions, inconsistent CX, and more. These insights help organizations remove friction and create customer journeys that increase loyalty and improve business results.

About NICE Satmetrix

NICE Satmetrix is the leading global provider of Voice of the Customer (VOC) software used by the world's most forward-thinking companies to analyze and transform their customer service interactions. Our Customer Journey-based solution combines and analyzes customer interactions, solicited feedback, and operational data at enterprise scale to uncover blind spots, increase customer satisfaction and improve agent performance.

With consumers reaching out to contact centers for more reasons than ever before, providing consistent and optimized experiences is central to fostering loyalty and increasing customer lifetime value. NICE Satmetrix VOC enables businesses of all sizes to grow the value of customer service touchpoints and operationalize customer feedback.

With NICE Satmetrix VOC, the top VOC solution for contact centers, contact centers get access to:

Integrations with NICE inContact CXone and the NICE portfolio of contact center solutions

  • Superior analytics
  • Digital omnichannel and hassle-free IVR integrations
  • Customer Journey-based design
  • One-stop-shop for all your contact center VOC needs

NICE Satmetrix is the co-creator of the Net Promoter Score® (NPS®), one of the best indicators of customer loyalty and predictors of business growth. We've instilled our deep knowledge of consumer behavior into our VOC software to make NICE Satmetrix holistic VOC a true one-stop shop for Voice of the Customer with a self-service solution that meets the needs of organizations of every size.

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