A customer journey map is a documented “typical” customer journey. For more complex suppliers there may be more than one typical customer journey that their customers take, in which case those supplier may need to create multiple customer journey maps. The customer journey map documents each step (or “milestone”) within the customer’s journey. The customer journey map is useful for understanding the customer/supplier relationship from the perspective of customers, and can be used to help understand where the customer experience (CX) is strong (good) and where it may be weak (poor) and therefore need improvement.