Customer Journey Mapping: A New Tool in the Extension Educator’s Toolbelt

Customer journey mapping can be used to gain a complete understanding of customers by charting touchpoints across pre-purchase, purchase and post-purchase stages. By lifting customer journey mapping out of traditional retail settings and applying it to farm retail enterprises, customer journey mapping can be a powerful tool in the Extension educator toolbelt – a tool that can be utilized when educating producers in group settings or individual consultations. This article offers an introduction to the customer journey mapping tool. A case study and tips for using journey mapping concludes the article.