A customer journey map is a visual storyline of every customer's engagement with your service, brand, or product. A customer journey map diagram helps follow a customer's journey as they acquire a product and showcases a student's journey to understand a new topic. As the below customer journey map diagram suggests, someone can have awareness like "Neptune is the farthest planet from the Sun," and acquisition could be "Jupiter is the gas giant and the biggest," and others. Users go into an interaction with an organization with certain expectations. When the interaction does not meet their expectations, you see pain points in a customer journey.