Actors usually align with personas and their actions in the map are rooted in data. The actor is who the journey map is about - a point of view. The actor is the persona or user who experiences the journey. Regardless of how they look, journey maps have the following 5 key elements in common: Journey maps come in all shapes and sizes. While the argument can be made that the term ‘customer’ does a disservice to the method (because, especially for certain business-to-business products, not all of end users are technically customers, i.e., product buyers), alignment on what you call the map is far less important than alignment on the content within the map. Both reference a visualization of a person using your product or service. The terms ‘user journey map’ and ‘customer journey map’ can be used interchangeably. Related download: Journey Mapping Template (PDF) Related course: Journey Mapping to Understand Customer Needs
