Difference between Customer Journey and User Journey.

Written by Silvia Aguilar | Mar 17, 2021

In the digital age, more and more terms appear and become common to use, however, they are often used in the wrong way, including the Customer Journey Map and the User Journey, it is quite common to hear that these are used without any differentiation, because it is assumed that a customer and a user are the same.

Now, is it important understand the difference between Customer Journey and User Journey.

Well, in certain scenarios it is, since not doing so can generate a problem when trying to understand the environment, behavior and thinking of the person during the process or Journey (Customer Journey or User Journey).

First, we must understand what each one of them is, the customer journey or customer journey is a visual representation from one end to the other of all the connections that someone has with a company or organization, in all relevant points of contact, whether digital. or physical, it includes the behaviors, emotions, objectives and the environment of the clients.

On the other hand, user journeys or user journeys are focused on being able to represent in detail how the users' navigation is proposed to be on each page of our website, mobile application, etc. These include the objectives of each page or step that the user must perform, as well as the functions and characteristics that are key to completing a certain task and the navigation flow, all of this as assumptions that are tested in later phases of the process of UX design.

With the previous definitions we can identify three major differences between a customer journey and a user journey:

1. The Customer Journey considers physical and digital channels, while the User Journey only considers digital channels:

as we mentioned earlier, the customer journey takes into account from start to finish all the interaction points that the customer has with the organization, from the moment He knows it until the after-sales service, so he considers both digital and physical interactions that people may have, while the user's journey is concentrated on a single digital channel, be it a web page, a mobile application, among others and defines how people interact with this platform, at the browsing level.

2. The Customer Journey is about the interaction with the service of your organization and the User Journey with its digital platform:

The customer journey is about the entire experience that a person experiences with the service provided by their organization, going through the channels, points contact, customer service, among others, on the other hand, the user journey is about the experience of use that you have on the digital platform of your organization, and focuses only on this channel and this moment of contact.

3. The Customer Journey is about the purchase process and the User Journey about the use process:

as its name says, the customer journey is that process that a buyer goes through to finish fulfilling the final objective, if they know to the brand even when it needs post-sale services, while the user journey is focused on the experience of using a single channel that is digital and delves into how a person can navigate within that platform.

With all the above we understand that the Customer Journey and the User Journey are two different terms and require to be distinguished, however, they cannot be taken with separate parts of a company since they must work together to generate more conversions. It can be said that within the Customer Journey umbrella that User Journey enters to give a great customer experience through the digital channel.

<<Read More: 7 reasons to use the SIPOC to create your Customer Journey Map >>

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