Customer journey mapping is a fundamental practice for understanding the service experience from the customer's perspective. By visualizing every touchpoint, action, and emotional state, the service provider can gain deep insights into customer behavior. This process helps identify pain points, "moments of truth," and unmet expectations that are likely causing customers to leave. The primary goal is to diagnose the problem by understanding the customer's actual experience and the outcomes they are (or are not) achieving, which directly addresses the scenario of rapid customer loss.

A. This is a potential long-term outcome of improvements made after the journey is understood, not the immediate reason for mapping it.

B. Journey mapping helps to identify customer risks and pain points; it does not automatically remove them. Removal requires subsequent action.

D. While efficiencies found through journey mapping could potentially lead to cost savings, making services cheaper is not the primary purpose or a guaranteed result.

1. AXELOS. (2020). ITIL® 4: Drive Stakeholder Value. TSO (The Stationery Office).

Section 3.2.3

"Mapping the customer journey

" states: "The main goal of customer journey mapping is to see the service or services from the customer’s perspective... It helps service providers to understand the experience of the customer (or user) and to measure it in terms of actions

feelings

and the achievement of their goals." This directly supports that the purpose is to understand behavior and outcomes.

Section 3.2.3

Table 3.2

outlines the steps of journey mapping

which include identifying touchpoints and "customer’s feelings

pain points

and moments of truth." This confirms the focus on understanding the customer's specific experience to diagnose issues.