A customer journey is most likely to be used in which of the following situations?

A customer journey is used to understand the experience from the customer’s point of view as they interact with an organisation, product, service, or process. It helps identify customer touchpoints, expectations, frustrations, emotions, and pain points across the end-to-end journey. Although customer journey analysis may later highlight process improvements, its most direct purpose is not internal process redesign. Value chain analysis is used to understand organisational activities that create value, not customer experience. Balancing employee and customer interactions may be a secondary consideration, but it is not the core purpose. The customer journey technique is especially useful in service improvement, digital transformation, and customer experience work because it exposes what the customer sees and feels, rather than only what the organisation’s internal process model shows.