As more businesses start to adopt a customer-centric approach to their operations, it is becoming more critical than ever to have a customer journey map. It is something that you can no longer ignore in your customer-centric strategy except you don’t mind your customers ditching you for your competitor's time and again. If you want them back, then you have to adopt this strategy. 

The reason why this mapping is essential is that it helps you to know what’s on the customer’s mind, including their preferences, why they are engaging (or not engaging) with your business. In the end, it gives you insight into your customer’s experience with your brand so that you can make more favorable business decisions.