A customer journey map is a very simple idea: a diagram that illustrates the steps your customer(s) go through in engaging with your company, whether a product, an online experience, retail experience, or a service, or any combination. A customer journey map comes together in a variety of formats. Regardless of the size or design of a journey map, they all have the following five components in common: persona, scenario, goals and expectations, opportunities, and journey phases. An example of the journey phase could be an e-commerce scenario (like purchasing a pair of headphones). The phases may include discovery, education, purchase, use, and seek support.