Agile Business Analysis Practice Exam 2025 – All-in-One Resource to Excel in Your Certification!

A Customer Journey Map (CJM) serves as a valuable tool that visually represents the complete experience a customer has when interacting with a product or service. This visual tool captures all touchpoints, emotions, and interactions the customer encounters throughout their journey, from initial awareness through various stages until the final outcome, whether that's a purchase, engagement, or service completion.

The primary purpose of a CJM is to provide insights into the customer experience, highlighting areas of satisfaction or pain points and helping organizations understand customer needs and motivations. By mapping out these interactions, businesses can better align their strategies and enhance customer satisfaction.

In contrast, the other options do not encapsulate the role of a CJM effectively. A financial analysis focuses on monetary aspects and is not concerned with the customer experience. Summaries of customer demographics deal with statistical information about customer characteristics but do not illustrate their journey. An inventory of complaints would document negative feedback but would not provide a holistic view of the customer experience.