The purpose of a Customer Journey map is to visualize the process that a person goes through to accomplish a goal. For marketers, Customer Journey maps are typically used to understand what a customer is doing, thinking, and feeling as they progress towards a transaction or start using a product or service. This framework helps marketers adopt a more customer-centric point of view, and identify moments to provide value. These moments are typically associated with frustrations experienced by customers at specific points in their journey where their needs are not effectively met. Marketers can use a completed customer journey to explore new opportunities to address these pain points, and design a better and more connected experience for customers.