The customer journey is the complete end-to-end experience customers have with one or more service providers and/or their products through the touchpoints and service interactions with those providers1. The purpose of the customer journey is to understand the needs, expectations, and preferences of the customers and users, and to design, deliver, and improve services that meet those requirements and create value for them. The customer journey also helps to identify the opportunities and challenges for co-creating value with the customers and users, and to optimize the customer experience throughout the service relationship23. By mapping the customer journey, the service provider can ensure that the services are aligned with the customer outcomes and that the service interactions are positive and satisfying for the customers and users4. References:

ITIL 4 Managing Professional: Drive Stakeholder Value5, page 14, section 2.1, paragraph 1

ITIL 4 Foundation: ITIL 4 Edition, page 20, section 2.3, paragraph 2

ITIL 4 Managing Professional: Create, Deliver and Support, page 10, section 1.1, paragraph 4

ITIL 4 Managing Professional: Direct, Plan and Improve, page 12, section 1.1, paragraph 3

ITIL 4: Connecting the key concepts Part 4 | Axelos3, paragraph 2

The customer journey and ITIL 4 | Axelos1, paragraph 2

ITIL®4 – Mapping the Customer Journey - ITSM Professor2, paragraph 2