Main actor

The main actor of a customer journey map is the customer persona. This is a made-up version of a typical customer of your service based on what you know about their goals, behaviors, attitudes, and motivations.

By putting yourself in the customer's shoes, you can better understand their needs and pain points and find ways to improve their experience.

In cases where a service caters to multiple customer personas, it may be tempting to include them all in a single customer journey map.

However, this can become overwhelming and make gaining insights into each persona's unique experience difficult. Therefore, it is advisable to create separate journey maps for each persona, allowing for a more tailored approach to improving their experience.