The Journey Map Process
Customer Journey Mapping (CJM) is intended to guide program development and decision making and help operationalize a customer-centric approach at USDA. For the farm loans program, CJM activities capture program touchpoints at each step of the customer’s journey to provide a research-based understanding of producers’ and loan officers’ pain points, points of delight, and moments of truth.
These phases, emotions, and critical events are captured in a multi-dimensional diagram to provide a shared understanding of the current journey. The CJM process and findings are intended to help USDA prioritize its customer-facing activities and develop action plans to improve the customer experience.
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