A customer journey map also gives you a tangible frame of reference to make visualizing the customer journey easier and serves as a resource for other members of your organization. Depending on what resources you use, you may find different ideas about what should and shouldn’t be included in a customer journey map. If it’s a negative emotion (e.g., frustration, anger, worry), your customer journey map should identify why they’re feeling this way. Types Of Customer Journey MapsThere are four main types of customer journey maps, each with its own advantages. Make sure the type of customer journey map you’re creating is customized to your specific goals and needs.