How to Use Customer Journey Mapping for Impressive Customer Experience?

This week we feature an article by Linda Taylor who writes about the importance of customer journey mapping in every organization in order to improve the customer experience.
Customer Journey Mapping is a pictorial representation of the path a customer follows after coming in contact with a company. The diagramming technique captures the multiple interactions customers make with businesses at varied touch-points. Such in-depth mapping allows enterprises to visualize the buyer’s experience.
Companies aim to identify the key interactions a customer enjoys with their processes from the moment they come in touch till the moment they make a purchase. Customer journey mapping is never 100 percent accurate but it highlights metrics, which can be used to improve customer experience.
A properly mapped customer journey must reveal the following:
Customer’s motivation: The motif of a customer behind interacting with your business.
Multiple touchpoints: The actions a user takes while interacting with the company.
Channels: Whether the customer